Substack writers are launching podcasts on the platform to ease reliance on ad revenue
Hoping for more subscription revenue – and to lessen their reliance on advertising – Substack writers are bringing their podcasts to the platform.
Monetizing their podcasts through subscriptions means that independent writers don’t have to worry about the ups and downs of the advertising market or ensure that their content is considered brand safe, four Substack writers told Digiday. Podcasts can also serve as a marketing tool for their Substack subscription business. All four writers told Digiday they do not serve any ads on their podcasts – three of them moved their podcasts to Substack in part because they no longer wanted to rely on ad revenue. Substack takes 10% of subscription revenue.
As more podcasters offer subscriptions around their shows to build a more direct relationship with listeners and add an additional revenue stream, several podcasters are looking beyond Apple and Spotify’s subscription platforms to third-party vendors like Substack, Supporting Cast and Supercast. Podcasters say these platforms give them access to additional listener data and more favorable revenue share deals – Apple and Spotify don’t share data like subscribers’ email addresses with podcasters.
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Source:: Digiday
