"They're also important to strengthening the financial foundation of the entire podcasting market. That's because, for the advertisers that drive podcasting's growth, indies are not just plentiful-they're powerful. Their hosts excel in fostering loyal, highly engaged communities built on trust and direct connection. In an era when consumers crave authenticity and can be wary of larger media companies, indie podcasters offer a unique bridge between brands and audiences. Because of this,"
"The medium's recent shift to video threatens to undermine all of that. Not only are the additional demands of video production potentially a larger burden to independents, but if podcast advertisers shift their budgets to video, they risk defunding indie podcasts that aren't moving in that direction. Without funding from ads, many indie podcasts will suffer, hurting the entire market in the process."
Independent creators make up the majority of roughly 435,000 active podcasts and sustain the medium's freshness and authenticity. Indie podcasters strengthen the podcast market's financial foundation by delivering loyal, highly engaged audiences that advertisers value. Hosts foster trust and direct connection, enabling effective brand-audience bridges and supporting audio strategies. A shift toward video raises production demands and could divert ad budgets away from podcasts, disproportionately impacting independents that cannot or do not convert to video. Reduced advertising funding would force many indie shows to cut back or close, eroding diversity and weakening the overall podcast ecosystem.
Read at Fast Company
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