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A
All right, so I want to talk about an article, well, more of like a concept from an article that I really enjoyed. So this was a guest post from Losh Mudali, I hope I'm saying that correctly. And this is in POD News. And she really leans into the fact that small niche podcasts are actually much more valuable than larger scale podcasts. And a lot of times in the industry, they're not really given that respect or given that weight of value. She says smaller shows are undervalued. 50,000 downloads are assumed to carry more value than 5,000. But that assumption distorts podcast economics. It treats all attention as equal when the value of that attention is fundamentally different. A listener who is actively trying to solve a problem is not the same as a listener passively filling time. So one is in a state of intent, the other is not. And yet in most media plans, they're priced exactly the same. And I, I really love this because, you know, we put a lot of weight in the industry on, like, listener demographics, like, you know, age and gender, and like, how many downloads you're getting. But really what's the most valuable is why these listeners are tuning into your podcast in the first place. And that's something that you need to pay attention to.
B
Yeah, and this is pretty obvious when you think about it, in the type of advertising you see in lots of different areas. So, I mean, think of shoes. If you see a Nike commercial just randomly on tv, you have a slight positive association with Nike. You kind of think, I am the kind of person who would wear those shoes. But you didn't make a purchase, and they may know you're about in the age demographics that you'd be interested in buying these shoes. And we think you're male, and so we think we probably. It makes sense. That's different from advertising on a podcast that teaches you how to run marathons. Then they're talking about the benefits of these specific shoes and why you should be wearing them and how they help you with injury prevention. That's much more targeted. Even more targeted than that is when somebody types into Google how to buy marathon shoes or Best Nike marathon shoes, and they serve up an ad. Then you're, you know, this person's like, got a credit card out, they're ready to swipe, and you're hitting them at the exact right time. All three of those are maybe targeting the same person, and the same person may have the same problem. But there are very different mindsets. One is, I'm just watching TV and I don't really have an interest in making a purchase. One's I'm learning, and the other is all the way at the bottom of the funnel. I'm ready to buy right now. Somebody showed me the very best shoes. And the argument from this article that you sent us is, yep, you have podcasts at all different levels of the funnel. And niche podcasts are more often lower and they're so thus they're stronger intent. And we should be targeting those shows because the audiences are much more likely to make specific types of purchases.
C
All sorts of things are valued at different levels to all sorts of different people. And this is no different. I didn't read the article. You guys probably knew that going into this conversation. But it feels like something that's targeted, like maybe one media buyer or somebody in the industry trying to talk to other like minded people in the industry. And.
A
And yeah, yeah, exactly.
C
Okay, okay. There's a million analogies and I won't bore you with my, my take on this, but simply said, everything has a different value depending on the audience in which you're serving it to. So there are baseball card collectors that will look at a specific card and say, I will give you $10,000 for that baseball card. And yet you take that same card and show it to my wife. And she would be like, I wouldn't, like, you couldn't pay me.
B
She's like, I threw that card away, already had no trash.
C
And so this, to me sort of falls in that category. And I, I understand why you want to talk about it, Jordan, because podcasters see stuff like this and like, they're trying to figure out, like, which bucket to put it in. And I don't think you should put it in any bucket. I think as an independent podcaster, you should just ignore stuff like this and you should just figure out, where does my pod, like, what's the value that my podcast is serving? What's the problem that I'm solving? Who am I talking to? And then if I want to try to monetize or sell ads around that, how do I talk to people who want to talk to the people that I'm connecting to that I'm providing value to? And you overlap with, and then I should market my show in that direction. The challenge, of course, with niche podcasts and extracting the most value from them is that that doesn't scale well to media buyers who are trying to buy at scale. Hundreds of thousands of downloads across what would most likely be, if they're targeting niche podcasts, would be thousands and thousands of Shows it's very hard for them to do. And the whole programmatic side of the podcasting industry hasn't really solved that well yet at scale for lots of media buyers, there are some solutions. They're just. They're hard to audit and all this other kind of stuff and all this mess that goes along with it. And so what happens is that you end up in a situation where you have to go find your own sponsors and sell your own ads yourself, or you end up opting into Programmatic, where you're, you know, running ads for Rocket Mortgage and Casper Mattresses. And people don't love that either. They're like, my podcast is more valuable than that.
A
Yeah, I think you're bringing up a really good point, and I agree with you. It feels very clearly written for the podcasting industry and for the people, like, buying these ads and trying to change their minds about, like, niche shows. But I also want to flip this a little bit for our indie podcasters on the side of, like, yeah, I think this is geared towards, like, ad buys and sponsorships and stuff like that. And sure, this does provide a really good insight for how to explain the value of your niche podcast to a potential sponsor if you're pitching to them. But this also carries into promoting your podcast to certain groups and kind of taking a step back and, like, really assessing what is it that my podcast is filling? Like, what kind of need is my podcast providing to these listeners? Why are they returning to me every single week? And I think that that can inform a lot of decisions around your podcast monetization, whether that be, you know, what kind of, like, affiliate marketing you do or sponsorships or what kind of, like, subscription model you provide to them. And even, I mean, this ties into our last episode about repurposing content and, like, figuring out what kind of extra content or extra value you can provide to them.
B
Yeah, the. The main takeaway I got was a niche podcast is not just a small version of a big podcast. The idea is not, this podcast is just the same as big podcasts, but it's 5% of the size. It wants it 20 x's then it's more valuable. They're fundamentally different things, and the value is not in those numbers. And yes, there's an article written by somebody who's doing media buys to other people who are doing media buys saying, hey, maybe you shouldn't just look around and say, oh, I'm looking for 50,000 ad impressions. Oh, here's a podcast that does 50,000 downloads per episode. Perfect. That's what I wanted. Instead, you should try to find shows that even if they're smaller and they're, you know, when they think smaller, it may be still outside of, you know, the range of our show or a lot of our audience's shows. But the smaller shows are going to have much more of intent behind them. I was thinking about us, you know, if we do 1 to 2000 downloads in an episode, that may not be a very big audience, but the audience are almost all people who use plus Sprout. They're almost all indie podcasters. They're mostly people who trust us to answer questions about the podcasting industry. It's helpful to us because we get to shape our messaging and we get to think more about what we want to build for buzzsprout and how we answer questions and how we position ourselves in the market. And so we're getting a ton of value from our audience, even though it's quote, unquote, you know, a small podcast, one to 2,000 downloads an episode.
A
Yeah.
B
So I wouldn't think randomly going out to the world and sponsoring a show that did 1 to 2000 downloads would do a whole lot of good if I wrote even a great ad about why you should sign up for Busbro. But it does me. It does. Kevin, does Jordan a ton of value to get on behind the mic every single week and do this show because there's so much intent in our audience.
A
Yeah, I love that. Yeah. It provides more motivation for us to keep podcasting, ultimately, when we keep that in mind that we are providing something to our listeners. I love that.
B
So I think we're. This is. I actually wrote this. Jordan pitched this to us, and then I. My response was, okay, this is relevant. It's also like something that we're kind of have talked about 30 other times. So we need to be intentional about how to talk about it differently.
A
Yeah.
B
We all know, and you, our audience know indie podcasts are different than big podcasts. But then I started kind of sketching it out, and I was like, it's nice one for somebody who's working in media saying, hey, this actually is a problem. We should try to solve it. I don't know much about their business or how they're going to try to do this, but I. I started sketching out some applications for how can buzzcast listeners start pitching their show in a way that will be a bit more effective?
A
What are they.
C
Don't make us beg for it. Alvin.
B
You have to leave a little bit of a pause there to get Everybody excited? Oh, what are they?
A
Anticipation.
B
All right, so the first is ask yourself, what problems does my audience trust me to solve? So if you're listening to Buzzcast, you probably trust our opinion on podcasting. You don't trust our opinion on shoes. So I'm not going to go work socks.
A
Go to a say. Actually, let's get real with you.
B
You might have found a sock segment at some point interesting, but you're probably not going like, oh, we got to make big purchasing decisions based on sock reviews from the Buzzcast team.
A
That's true.
B
But what do you trust us for? It's probably stuff around podcasting and especially for an indie audience. So we could be thinking, okay, so what's. What products, what services, what people, what companies do we trust? Those are the ones that we want to partner with. Our audience trusts us to answer these questions, and what solutions do we think are really good? So our next episode, we all talked about, we want to do how to get booked on podcasts, and that's gonna be our next big one. If I wanted to sell a sponsorship for that podcast, I would go to the person who you're actually very invited for free. This podcast, Alex Sanfilippo, and I'd say, alex, we are doing an episode about how to get booked on podcasts. Our audience listens to us because they want to know about how to get really good guests or how to get themselves on podcasts. They are all indie podcasters. They all are probably doing this mostly as a hobby. About half of them are doing interview shows, and they're trying to learn more about how to get booked on podcasts. And. And when I talked to Kevin, when I talked to Jordan, we all said, podmatch is the best solution here. We really like it. Jordan used it for a long time. So I want to bring you onto the podcast, and I want you to sponsor it to the tune of a thousand dollars. Come on the show, and we will incorporate your segment into the entire episode.
A
Yeah.
B
Now, nobody in their right mind is going to give us a 500 cpm because we get 2000 downloads and a thousand dollars.
A
I was going to say, let's be clear that he's not actually doing this. Right?
B
He'.
A
Not.
B
Yeah. This is. We're not actually selling it, but, like, that's not unreasonable.
A
No. Yeah.
B
If we were to go to Alex and say, we're doing this episode. We've never done this episode before. We think you're a great solution. Here's the price. I wouldn't be surprised if somebody in his position goes, yeah, that actually sounds like a pretty sweet deal for me because I'm reaching the exact right audience at the exact right time, and the people vouching for me, they're in a position to trust to answer this question.
C
Yeah. I mean, there are other opportunities in the same space. Like, I don't know, we all use rodecasters. We, like, we got friends at podpage that build podcast websites. Like, any of them would probably be happy to sponsor any episode that we do at any given time, regardless of the topic, because our audience is the same. We're just talking about different aspects of podcasting.
A
Yeah.
C
So looking for the same type of people, people who are interested in having those problems solved and they solve a similar aspect or a different aspect of that problem. Those are great sponsorship opportunities for you to approach. I think there's a challenge that exists in the niche podcast space is that at scale, media buyers have struggled to figure out tools that allow people who want to buy advertising or sponsor a thousand shows to be able to find those shows and then effectively buy them. And everybody from Buzzsprout to the big podcast ad networks have tried to solve it various different ways. And the only place that's sort of gained traction are the platforms. So, like, kind of YouTube's figured it out for YouTube and Facebook's figured it out for Facebook. If you're a small brand and you want to target specific individuals, Facebook has a lot of those individuals, and they built a lot of ad tech to be able to find them on their platform. But podcasting is open, and you can appear this app or this app or this app, and you have tons of different podcasts, and some of them are good and some of them are not. And media buyers are just reluctant. And so the challenges in solving that in the open world are different than a platform world. And so it works on platforms. It doesn't work in opening, which means that there's opportunities for individuals to go out and sell their show one on one. Like, one to one with people who are selling products and services in the space that aligns with whatever they're talking about. And so I think that oftentimes podcasters feel like, oh, I do this podcast that talks about running and I love these shoes. Who am I to reach out to Mizuno and the media team and try to convince them to run a small ad on my show to the 200 runners that listen to my show every week? But they're, I'm telling you, they're die hard Mizuno fans that's all we talk about. Everyone who writes in on my Facebook community group, and we're talking about, these shoes are so great. And they, you know, I'm running faster than ever and my legs feel better than ever. We're all Mizuno fans. Why are you not advertising on my podcast? I think an opportunity exists. Maybe Mizuno ignores you, but maybe there's a certain sweat band that you use or a certain. Who knows? Like, we're all on the Strava app. Why aren't we advertising Strava or something like that? Yeah, there's opportunities, and we feel like, who are we to reach out to them? And I'm telling you, they have no solution to come by your show. They don't know you exist. And so unless you do a little legwork, unless you put yourself out there, unless you take those swings, they're never gonna reach out to you. It's not gonna come from the other direction.
B
You know, I've had times where I've reached out to a creator, somebody who's creating podcasting content, and said, I'd love to do you to do a video about Buzzsprout or I'd love to sponsor your podcast. And multiple times people have said, oh, my gosh, you're the brand. Like, one said, I wrote down at the beginning of this year, my goals. And one of the goals was to get sponsored. My gold company was you.
A
Wow.
B
And I was like, oh, then you should have reached out, because then I would have been like, awesome. We're a good fit. Yeah, it's quite possible. You know, Mizuno is pretty big, but there's so many. I mean, there's local companies. You know, there's a run club that I go run in sometimes. It's nearby. But there's also a local running store. Like, they would be a great. They could reach out and say, hey, do you want sponsor us? And I've seen they've done that before. You could reach out to races and say, hey, do you want to come talk about, you know, the race you're putting together and sponsor coffee for the run club in the morning? Because a lot of the people who are here would be interested in your race.
C
Right?
B
They've done that. Your audience is more valuable than you think. Not just based on identity. And there was some quote in this, the article, and I don't have it in front of me, but it was like, in media buying, we often use identity, like the actual person, and demographics is a proxy for intent. And that's kind of A flaw. Like, you can't just say, we think Alvin Brook fits into this group of 35 to 45 year old males who might run. So let's just target him.
A
Yeah.
B
You want to target people at the right time and have the right messenger. You are the right messenger for some particular set of problems. And so if you can identify them, then you are like the perfect person for some companies to use to reach your audience.
C
Yeah. And just to be clear, like, a lot of podcasters would say something like this to themselves or to others that I just want to get big enough where I can be represented by somebody who can help me get ads for my show. Well, the value equation doesn't exist until you're pretty big. They're only interested in buying the shows that are doing, you know, the 25, 50,000 downloads.
A
Yeah.
C
But they're not doing anything that you couldn't do. If monetization of your podcast is something that you really want to do on a small scale, you can totally do it. It's not super complicated. It is a little bit time intensive, but if you're delivering the value, it is a little bit evergreen in that, oh, I've got a relationship. Todd Cochran, famous podcaster, podcast hall of Famer, he used to talk about all the time that he was like, GoDaddy was a sponsor of his for 20 something years.
A
Yeah, that's crazy.
C
That is something that he invested some time in upfront to pitch himself to GoDaddy. He started delivering value back to them and he carried that on for 20 something years of podcasting and just maintain the relationship. And so I think it works. I do think you invest a little bit more upfront, you do a good job, you find the land, a sponsor, you deliver value for them, they're delivering value for you, and then that cycle can pay out. And it might not pay out for the first year or two until you start making money back on your initial investment, but you build a couple of those over time and you have very successfully monetized your show.
B
Do you remember John Boy Kevin who did all those baseball videos?
C
I love John Boy. Yeah.
B
So when they were pretty new, they reached out to seatgeek and were like, hey, can we get a promo code? And they're like, oh, you're not that big. And like, just give us a promo code. And they're like, fine, here's what you can have. They gave them code John Boy. The intent was so high and the integration of the ad was so good that SeatGeek goes, okay, we'll Keep doing it. And also this promo code works all the time now. Like, it's not a one time, like 10% off your first purchase ever. And we're going to make sure you never ever get another discount. It was like they gave them some $20 off. They're just like, that's good now forever for your audience because they're so high intent the first time, SeatGeek didn't believe it was going to be a big deal and then it became a huge channel for them. So there is really some benefit here. And last thing I wrote down was ads typically work by the content is just so good, you can't leave. Even though they put an interruption in there and there's this terrible ad in the middle. You stick around to see what happened, you know, to your favorite characters. You know, that's how TV ads work. And podcast ads are better when they're host read because you're like, oh, the host is still here. Even better is an ad read that is integrated somewhat into the content. Yeah, if you can integrate content, it doesn't feel as weird and thus it's a better ad.
A
All right. We actually got a bunch of fan mail messages from listeners about repurposing their content, so I thought we'd quickly go through those too. So Colette from Misbehavior, the cast for college student conduct administrators wrote in and said, for repurposing, Misbehavior is going to host an ongoing virtual book club featuring members dissertations. Big nerd fun.
B
Yeah, I think it's great because this is something that only works for a niche podcast and I love that they're leaning into that.
A
All right. And Alessandra had an idea for me. She said, edit all your dreamful episodes down by 50% and release them as a new podcast called Napoleon.
B
Pretty good.
C
I saw that come in and it sent me on a weird spiral because I was like, you know, a. A nap is not a short version of a dream. A nap is a short version of a sleep. And it's not called sleep full. So what's the short version of a dream? And I looked that up. There was no good. Catchy words.
B
Daydream.
C
Version of a dream.
A
Daydream.
C
That was one of the suggestions I found.
A
Yeah, this one I thought was a good idea for you guys. Josh from the Mental Golf show said they create a themed mental game scorecard for each episode. And instead of tracking your golf score, listeners would rate themselves on something mental game related, like confidence, freedom, trust or commitment based on the episode's theme. That's kind of cool.
C
That is. I wish I had. I was mindful enough to think about more than one thing at a time on a golf course, but my brain is all over the place. I have no mental game.
A
It makes me wonder if those are like, downloadables that they can get from, like, the website or something.
B
Resilience Development in Action wrote in. They're testing audio verse video engagement with their anniversary episode and they mentioned the Apple podcast video in the episode and they asked listeners to identify the color of hat and a yeti cup shown on video for a chance to win them. And it's a simple way to see whether or not audio listeners will jump over to the video.
A
Why didn't we do that?
B
What's the brand of Kevin's printer in the background?
A
Yes. All right. We got another message from Remy Roy from Pod Ground and she said, please make the podcast trivia cards. I would buy them. In January, we hosted a podcast trivia night over Zoom for podcast hosts and it was amazing. But I had to scour the Internet for podcast related questions. People were nervous they wouldn't know the answers, but ended up being really fun. And I would definitely use the podcast trivia cards for our community events. Actually, that's not a bad idea because now I kind of want to do that for our, like, Facebook group too.
C
Yeah, we did. Do you remember two years ago we did a meetup, like a team meetup, and Alvin and John ran Family Feud, but it was all podcast trivia questions.
A
Yes.
C
That was very fun. And it was surprising on both sides. It was surprising that some people on our team didn't know what were seemingly easy questions. And then it also was surprising at some of the, like, really tough questions. Some people really knew. Like, I didn't necessarily know that, like somebody who does programming or design for our team would know as much as they know about podcasting. So it was both ways. It was fun.
B
Yeah.
A
Maybe we need to see if we can find that version. It was years ago, but that'd be cool. Send it over to Remy and she can do a filling. Feud night.
B
Yep. And Abby from Talk your abs off wrote in, said, alvin, please put the phone number of whoever tried to steal your identity into every annoying inquiry form. Health insurance, car sales, real estate, and they'll receive spam calls forever. I think that's fair justice.
A
I smart.
B
I'm still not 100% sure if the person whose info was tied to this fraudulent account that used my social and stuff. I don't know if that's the person who, like, tried to do the identity theft. Like, if you're a smart identity thiever or thief, then you're probably not going to put your own email and phone number on there.
A
That's true.
B
I am planning to reach out and call them and just see what happens, so maybe I'll have to follow up.
A
Yeah. Thanks everyone for writing in. It was really fun to see what kind of ideas you had, and we'll be recording with Alex Sanfilippo next episode to talk about getting booked on podcasts. So until next time, thanks for listening and keep podcasting.
Host: Buzzsprout Team
Date: May 15, 2026
Episode Focus: Exploring the overlooked power, influence, and opportunities available to small and niche podcasts, especially regarding their unique value to audiences and advertisers.
This episode centers around the idea that small, niche podcasts often provide more genuine, actionable value both to listeners and potential advertisers than their larger, more generalized counterparts. The hosts discuss a recent article by Losh Mudali in POD News, breaking down why industry standard metrics like download numbers often miss the true worth of niche shows. They also dive into practical tips for independent podcasters to better position themselves for sponsorships, and share listener feedback on content repurposing.
Industry Misconceptions:
"50,000 downloads are assumed to carry more value than 5,000. But that assumption distorts podcast economics. It treats all attention as equal when the value of that attention is fundamentally different. A listener who is actively trying to solve a problem is not the same as a listener passively filling time." (00:47)
Advertising Funnel Analogy (01:15–02:55):
"A niche podcast is more often lower [in the funnel] and thus they're stronger intent. We should be targeting those shows because the audiences are much more likely to make specific types of purchases." (02:37)
Value Relative to Audience:
"Everything has a different value depending on the audience in which you're serving it to." (03:18)
Scaling Issues:
Intent Over Audience Size:
"A niche podcast is not just a small version of a big podcast... they're fundamentally different things, and the value is not in those numbers." (06:18 – Speaker B)
Buzzcast as a Case Study:
Pitching Sponsorships: Actionable Blueprint
"If we were to go to Alex and say, we're doing this episode... here's the price. I wouldn't be surprised if somebody in his position goes, yeah, that actually sounds like a pretty sweet deal for me because I'm reaching the exact right audience at the exact right time." (11:41 – Speaker B)
Overcoming Outreach Reluctance:
"They have no solution to come by your show. They don't know you exist. And so unless you do a little legwork... they're never gonna reach out to you." (13:50 – Speaker C)
Sustained Relationships:
"You invest a little bit more upfront, you do a good job, you find the land a sponsor, you deliver value for them, they're delivering value for you, and then that cycle can pay out." (17:15 – Speaker C)
"Podcast ads are better when they’re host read... Even better is an ad read that is integrated somewhat into the content." (18:55 – Speaker B)
"This is something that only works for a niche podcast and I love that they're leaning into that." (19:35 – Speaker B)
"A listener who is actively trying to solve a problem is not the same as a listener passively filling time."
— Speaker A, quoting Losh Mudali (00:47)
"A niche podcast is not just a small version of a big podcast... they're fundamentally different things, and the value is not in those numbers."
— Speaker B (06:18)
"Everything has a different value depending on the audience in which you're serving it to."
— Speaker C (03:18)
"If you can identify them, then you are like the perfect person for some companies to use to reach your audience."
— Speaker B (16:13)
"They're never gonna reach out to you. It's not gonna come from the other direction."
— Speaker C (13:56)
This episode delivers an empowering message for indie podcasters—small doesn’t mean insignificant. By emphasizing audience intent, leveraging personal relationships, and seeking targeted sponsorships, small podcasts can unlock substantial value for themselves and their partners. The hosts provide practical advice and real-world examples, interwoven with listener feedback that rounds out the conversation with creative ways to engage and monetize niche audiences.