6 ways independent podcasters can compete with big media

The term, podcasting, is in a time of confusion.

It used to mean something specific (like independent, open RSS, open distribution), but the times have changed and podcasters today can either resist or embrace the inevitable and look for opportunities in the new world.

Podcasting attention has shifted to high-production content (episodes that cost thousands of $$$ do product), but to complicate matters further, major distributors are now playing the content game (podcast players own/license their own content). This major landscape shift suffocates all optimism of equal playing ground for independent creators.

When Spotify, Apple, and other apps, play the content game, they will always give preference to their own shows. The channels where people listen to and discover podcasts will now prefer content that isn’t yours. Their business model hinges on monetizing content that they own. Spotify is actively acquiring networks and publishers and it is rumored that Apple will follow suit.

The situation is somewhat similar to the US economy: A widening gap between the top 1% and the other 99%.

Are independent creators now doomed?

The playground is certainly now in favor of the big boys. But the good news is that independent creators can exploit the weaknesses of the new landscape.

But first, let’s begin with what to avoid.

1. Avoid high-production costs. Large publishers have higher budgets, talent pools, and experience that is 100x greater than an average independent creator. It’ll be increasingly difficult to compete in the same genres of content.
2. Popular categories. Comedy, True-crime, and news briefings are difficult categories for incumbents to compete in, because the top shows are already really good.
3. Broadcasting format. Many podcast interviews resemble a type of broadcasting aura that we saw on TV and heard on the radio. For example, “Ladies and Gentlemen, thank you for tuning into this podcast, today on the show we have…” etc. This format works well for large shows but feels out of place for small audiences.

Does this mean that independent podcasters will now be left on the sidelines? Here’s how to exploit the weaknesses of the new terrain: Independent creators must focus on the kind of content publishers will struggle to replicate.

Here are 6 strategies to apply in 2020:

1. Lean into transparent informal audio

Netflix spends up to $200M to create a popular season and still more people watch Youtube than all videos on Netflix and Facebook combined. Why? Because Youtube is a place for raw, transparent, informal video. There is a value to raw transparency that publishers cannot reproduce. Instead of trying to sound like the big shows on your podcast, lean into the raw element and create content that resembles Youtube more than Netflix.

I think it is now time for informal audio to be born. One goal of the Listen App project is to give creators a new playground devoid of formalities.

2. Build strong niche communities

I have often said that independent podcasters should start with a group of people instead of an interesting topic or idea. If you can connect with a specific group of people, in a very specific situation in life, they will always prefer your content over generic content.

For example, a show about single moms of color, living in the city, and raising their kids, it will always win with those moms. But if you add community to the equation, you will have built a moat around your listeners that no large publisher can compete with.

Unfortunately, podcasting tends to be one-directional, and building an organic community isn’t easy. This is another reason why we created the Listen App project, where listeners can use their voices to record comments and connect with other listeners.

3. Look outside the Overton window

Large publishers are forced to play safe and avoid negative attention for addressing topics that, “you’re not supposed to talk about”. The Overton Window refers to discourse that is politically acceptable to the mainstream population at a given time. Publishers have to think about what their advertisers will say, they have to think about their brand and many other factors that will not permit them to explore territory outside the Overton window.

This leaves plenty of green grass for independent podcasters to graze upon. I would dare say that this is a significant reason why Joe Rogan continues to lead the top charts.

4. Iterate and experiment

Finally, large publishers are forced to adhere to “what works” and have limited budgets for experimentation. They can’t afford to have a show that doesn’t succeed.

It’s the same way in business. Even though many startups have little money, they’re able to create products that large companies would never dream of, because they are able to experiment and iterate quickly.

Podcasting tends to follow a broadcasting/radio format. I would argue that we haven’t even begun to scratch the surface on innovative audio. There can be so many new formats of storytelling and audio entertainment that we have not even discovered.

5. If you can’t beat them, join them.

It’s hard to be good at everything. Many creators are skilled at their craft but the technicalities of distribution, promotion, monetization drain the life from their veins. There is nothing wrong with joining a large network and working with them to grow and monetize your show.

6. If you don’t like the rules of the game, change them.

That’s where we are at the Listen App. I believe that there is a place for creators of all types to create audio content but it will need to be different. This is why we’ve created the first social-audio podcast platform.

Try it out and join our journey into new territory.