The Breakfast Podcast Network gets 7,000 live viewers but their one-minute clips pull 257,000 views each. They embed sponsor messages directly into clips, treating the podcast itself as a factory for short-form ad units. It's a model other podcasts could copy.
TBPN average livestream viewership versus clip viewership. Live views is 7K, clip views is 257K.
So he's basically saying, look, this is where legacy media is like, cute, but clips don't make money. And so he's saying this is where they're wrong. Unlike most media organizations, TBPN bakes ads directly into their clips. At the end of each 1-minute snippet, the clip was brought to you by. The podcast isn't so much a podcast as a vehicle for generating clips. The same could be said of many podcasts, by the way. But the ingenuity of TBPN is that they're the first organization whose business model actually reflected that.
