Eric Siu breaks down podcast economics: Joe Rogan's $100M deals, the ad market hitting $4B by 2024, and CPMs of $30-$100. Podcasts keep 90% of listeners versus 40-50% for video, with under 1 million shows competing versus 1 billion blogs.
Podcasters like Joe Rogan have made over $100 million from their deals. So here's why podcasting is so lucrative. Number 1, the podcast spending industry just overall is projected to catapult to about $4 billion in 2024 and actually just recently crossed over $1 billion. So it's growing very, very, very quickly. Number 2 is you have high CPM, so you can be making $30 to $60, maybe even $100 CPM. That's cost per 1,000 impressions. For your episodes. Number 3 is high retention. So when I look at our retention, we have videos that will maybe get 40-50% retention, but our podcast will get 90%. It's the same exact piece of content. Now it's also great for repurposing, it's great for relationship building, it's great for community building as well. And it's still very much a blue ocean because there are under 1 million podcasts in the world, whereas there are over 1 billion, which is 1,000 million blogs in the world. So
