Acquired Acquired Episode 16: Midroll + Stitcher (acquired by Scripps)
01:04:43
Podcasting's Challenges
- The podcasting industry faces structural challenges despite its large audience.
- This includes a gap between engagement and revenue.
Podcast Advertising Market Size
- Podcast advertising is a small market, with only $35 million spent in the past year.
- Midroll likely handles a majority of this spending.
Acquired's Tech Stack
- Acquired podcast uses Squarespace, Libsyn, and iTunes for website, hosting, and directory, respectively.
- This fragmented process is typical for podcasters.
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Introduction
00:00 • 3min
Ad Acquired Podcast - Episode 16
02:41 • 4min
Midroll - Is This the First Self Service Platform for the Podcasting Industry?
07:03 • 2min
Podcast Advertising
08:58 • 2min
Dot F M Do Domain Names Are Expensive, So You Need a Hosting Service to Host Your Podcasts
11:09 • 2min
What We Could Tell Them
13:34 • 2min
Podcasts and Atalanic Analytics - What You Need to Know
15:38 • 4min
Stitcher's Garbage
19:28 • 2min
Groober Is a Grumpy Old Man on This One
21:29 • 3min
What Can Midroll Do With Stitcher?
24:08 • 2min
Podcasting
26:32 • 2min
Midroll's Announcing a New Premium Service Called Howll
28:22 • 2min
Pod Casting
30:02 • 3min
Apple Podcasting
33:05 • 3min
Do You Know What You're Doing?
35:55 • 3min
The Top Ten Publishers Are Responsible for Over 40 % of Listeners
38:37 • 2min
Is Yours Differentiated Enough?
40:27 • 2min
Miderals vs Stitcher?
42:09 • 5min
Streaming on Twitch - Three Follow Ups This Week
47:12 • 2min
Linked in - The Best Ios I Ever Period.
49:09 • 3min
The Ringer, the Best Self Management Tool Ever
52:10 • 3min
The meta show: Ben and David turn their gaze inward and examine the podcasting industry through E. W. Scripps’ recent acquisitions of the Midroll podcast advertising network and Stitcher podcast client. Featuring discussion of our own product process and metrics at Acquired.
Sponsors:
- WorkOS: https://bit.ly/workos25
- Intapp: https://bit.ly/intappceleste
- Sentry: https://bit.ly/acquiredsentry
- Anthropic: https://bit.ly/acquiredclaude25
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Announcements:
- We’re pivoting! (not really) Our new show description: A Podcast About Technology Acquisitions That Actually Went Well
- But we are launching a new feature! Since so many of you, our listeners, are also tech and startup folks and/or other builders, we wanted to create a space to feature cool products, companies and side projects you’re working on. Thus we’re adding a "Community Showcase” section to the show. If you’d like to be included just send us a Slack message or email, and we’ll choose one submission to feature on each show. This episode we’re highlighting BESTR, from community member David Resnick (aka @the_rezonator in Slack), which is an online platform to share lists of great things. Check it out and let David know what you think.
Topics covered include:
- Top Google search results for “acquired podcast"
- Midroll’s origins in the comedy podcast Comedy Bang Bang (now an tv show on IFC) and exit last year to Scripps
- The structural challenges inherent to podcasting as a medium and the gap between audience size/engagement and industry revenues
- Opportunities for independent podcasters and our own audience and business metrics at Acquired
- Stitcher’s long corporate history as a venture backed company, first acquisition by French music company Deezer, and now second acquisition from Deezer by Scripps
- Problems with Stitcher as a product and industry reaction to the acquisition including John Gruber's response, Ben Thompson’s article on Stratechery, and Ben & James Allworth's discussion on their excellent podcast Exponent
- Handicapping Stitcher+Midroll’s chances for success within Scripps, and opportunities for new startups & innovation in the podcasting space
- Pioneer Square Labs’ own past efforts in the podcasting space and their process for evaluating potential new company ideas
- Shoutout to Pocket Casts and our listeners down under
Followups:
- Twitch: bringing tipping onto the platform with the launch of Cheering + Bits (H/t Slack community member jamesk)
- Facebook Instant Articles: pour one out for Facebook Paper (developed by the Push Pop Press team)
- LinkedIn: the hotly anticipated SEC filing detailing all the negotiation drama is now live (scroll down to "Background of the Merger” on p.31)
The Carve Out:
- Ben: Mark Titus, AKA @ClubTrillion is joining the Ringer
- David: OKR’s and regular goal setting, including great “how to" from GV partner Rick Klau