REVELATIONS

We SHOULD pay for podcasts… Unless we want all podcasts to sound the same

Published on August 7, 2023

How do we make podcasting futureproof? What needs to be done to challenge the industry to innovate and produce daring content? In this new column titled “Revelations”, Meera Kumar pokes and prods the audio industry and its creations before revealing the shows worth listening to and their place in the zeitgeist…

Sure, you might have to sit through a couple of ads halfway through a podcast episode but generally you don’t have to pay a penny to listen (paywalled platforms like Luminary excluded, of course). So, you might be wondering why I think you should pay for your favourite podcast (if you can afford it).

I’m not referring to the main feed – keep that free – I’m talking about tantalising bonus content that’s one paywall away.

I (John) have a subscription to @empiremagazine, @PilotTVPod, @WeeklyPlanetPod, @cine_verse & Probably True. In my opinion, for bigger shows the appeal has to be the extra audio I'm getting for my money, for smaller shows it's more about supporting creators I like.

— The Dream Factory (@DreamFactoryPod) July 14, 2023

Bonus content builds on the free episodes that you love, so you get to immerse yourself further into that world. Plus, you get access to a community of people with similar interests giving you the chance to make IRL friends. So, it’s great for you but it’s also important for the creator.

That being said, I see a lot of meagre subscription offerings that I personally wouldn’t pay for – ad-free early access and a t-shirt that’s clearly going to shrink the first time that you wash it. Great subscriptions require effort, let me walk you through some of the things on the market.

The Basement Yard has a pretty basic Patreon offering and it’s hugely successful. They make at least £104 526 a month on Patreon (assuming all 23,749 subscribers are paying for the cheapest subscription). Across all three Patreon tiers, they offer early ad-free episodes, merch discounts, and a weekly bonus episode. But that doesn’t seem like very much considering a standard Netflix subscription is £10.99 a month whilst The Basement Yard’s most popular tier costs £8.50.

I am very faithful to my subscriptions as it stands. I would say additional audio and supporting smaller creators are the only two factors for me personally. I'm not fussed about video versions or any community benefits like early tickets to live shows or merch etc.

— The Dream Factory (@DreamFactoryPod) July 17, 2023

A lot of podcasts offer the same benefits as The Basement Yard and whilst some subscribers are just paying to support their favourite creators and aren’t fussed about the extras, let’s explore some of the more generous Patreon subscriptions out there.

The podcast industry is a turbulent place, in part because a handful of companies control most of the wealth. Extremely popular podcasts have been axed by big companies with little notice, such as NPR’s Invisibilia, leaving listeners shocked. Subscriptions allow your favourite podcasters to maintain control of their show and provide an income for themselves independently (instead of selling their soul and their IP to a company who can cut the cash flow whenever they want to). Case in point: RedHanded has 9,779 paying members, makes $47,810 a month, and they’re upfront about how this money helps fund their lives and creation. Their cheapest subscription offers the bog standard early ad-free episodes plus weekly bonus ‘after party’ episodes. Their more expensive subscriptions include a full-length monthly bonus episode, monthly video content, access to presale tickets for live events, merch discounts, free digital products and shoutouts on the podcast.

I’m a believer that bonus material should be of the same quality, if not better, than the main podcast but obviously that requires a lot of work for creators. That’s why I like RedHanded’s free digital products, e.g. themed lockscreen backgrounds. They are an easier lift for the creators but it’s great value for their community who want to rep the show in real life. Realistically, there are only so many bonus episodes that someone can watch (and that creators have time to edit) so I appreciate the creative alternatives that some podcasts have come up with. RadioLab, for example, ships you a magnet collection and offers annual trivia nights.

All of these offerings worldbuild and deepen the show’s sense of community. This Tweet highlights how fun that can be:

Timesuck does this really well, in my opinion. Weekly bonus episodes that are extremely interactive with fans and discounts for merch. There's even a secret handshake!

— JOSH (@joshtayloraudio) July 14, 2023

This is especially crucial for creators from underrepresented backgrounds, who are often neglected by podcast charts, which tend to be dominated by similar shows created by people from similar backgrounds. These shows rely on their communities heavily. Subscriptions keep their diverse storytelling alive and prevent shows/creators that don’t look like those ‘top shows’ from being wiped out because they don’t get the same algorithm boost or have access to the same funding. As one of very few British Indian women in the podcasting industry, I know that it’s harder for certain groups of people and certain types of shows to get sponsorship. If your favourite podcast is lucky enough to secure ad revenue, it’s often not sufficient to cover all production costs and ensure the creator’s livelihood. If those advertisers don’t have the budget next year, then that might be the tipping point for the show.

These creators often take the time to interact with their communities through bonus content – whether that’s through a Discord server, allowing listeners to vote for what the next episode will cover, or a monthly livestream where you can ask questions and paint figurines along with a NADDPOD host.

A huge chunk of each bonus episode consists of the host reacting to & and answering listener voice messages and emails.

— JOSH (@joshtayloraudio) July 17, 2023

By busting through that one paywall, you’re not only supporting your favourite creators and getting some great exclusive benefits, but you’re also helping shape the future of storytelling by ensuring that the loudest voices on the podcasting battlefield don’t all sound the same.