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Major podcast shows are earning millions in deals, here's what platforms are looking for
Spotify says it will add a content advisory to podcasts that discuss COVID-19.
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Martin Bureau
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Getty Images
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Topline:
Nine-figure deals are back for a handful of podcasts, showing how platforms are willing to pay top dollar for shows that capture millions of listeners, according to The Ankler.
What are major platforms looking for? Platforms like Spotify and SiriusXM are looking for established shows with large, engaged audiences. These shows typically drive subscriptions or ad revenue. Hosts or talent also have a proven track record of making multi-million dollar deals for their shows.
How will video and YouTube change podcasting? Podcasters are including video elements into the show to better distribute and grow audiences. YouTube is a dominant force for podcasters to do this, especially for younger audiences who expect video content.
What shows earning top dollar? Some of the highest earning podcasts include Joe Rogan's deal with Spotify at $250 million, SmartLess' contract with SiriusXM at $100 million, and Alex Cooper's agreement for Call Her Daddy at $125 million.
Read more... about how these top dollar shows are changing podcasting on The Ankler.
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