Mar 14, 2018

But first, a quick message from Australian podcasters’ sponsors

Despite the fact that more and more of us are consuming podcasts every year, the industry will not see big profits until producers shift to subscription services. But are Australians willing to pay for it?

Emily Watkins — Media reporter

Emily Watkins

Media reporter

Australia might be in the midst of a podcast boom, but that's not to say anyone's making much money out of them, yet. Most podcasts produced in Australia (aside from the ABC's) are supported by advertising, and even then, they're not making huge profits.

The first truly high-quality podcast to achieve blockbuster popularity, Serial, didn't make any money and relied on crowdfunding for its second season. Since then, the question of how to profit from the still-growing format hasn't been resolved. The vast majority of podcasts that aren't supported by public radio or legacy media rely on advertising, with some also running membership or donation programs. US for-profit podcast company Gimlet Media has included branded content and advertising across its titles, as well as selling some of its concepts for video development. One of Gimlet's competitors, Panoply, managed to get its GE-branded podcast to number one on the iTunes charts.

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3 thoughts on “But first, a quick message from Australian podcasters’ sponsors

  1. Wayne Robinson

    Well, it’s good that Audible is planning on deriving more content from Australia. It was mildly (but only mildly) jarring to have that perennial Australian story of Burke and Wills in ‘the Dig Tree’ read by someone with a mild American accent.

    Although, hopefully they’ll have good readers. I remember their version of ‘the Count of Monte Cristo’ with not much fondness. It was read by a number of people who seemed to be doing it as a work assignment for a beginner’s class in English as a second language.

  2. Arky

    It’s kind of hilarious we’re talking about a podcast boom now, when the iPod for which they’re named is all but obsolete and are not the means by which people listen to podcasts anymore…

    1. Wayne Robinson


      The iPod is obsolete? I don’t think so – it’s a mini-iPad. OK – it’s not possible to connect to a cellular phone network. Any new content I need to download I do so from a wi-fi network (usually at home), but that’s all I need. I don’t have or need a smart phone such as an iPhone.

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