What is Exclusive Content?
Exclusive content is audio material available only to a specific group of listeners, usually paid subscribers on platforms like Patreon, Apple Podcasts Subscriptions, or Spotify.
Why Exclusive Content Matters for Podcasters
As the podcast industry matures, 'windowing' and exclusivity have become major trends. Exclusive content can take many forms: bonus episodes, ad-free versions of the main show, extended interviews, or entirely separate series. This model moves away from advertising revenue (CPM) and toward direct listener support. Platforms like Patreon, Supercast, and Apple Podcasts Subscriptions facilitate this by providing a private RSS feed that only paying members can access. Major networks also sign 'exclusive' deals (like Joe Rogan with Spotify), where the show is removed from other platforms to drive user acquisition for the app.
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CPM (Cost Per Mille)
CPM stands for Cost Per Mille, which means cost per thousand downloads. It is the rate advertisers pay for every 1,000 downloads of your podcast episode.
Pre-Roll Ad
A pre-roll ad is an advertisement that plays at the very beginning of a podcast episode, before the main content starts. These ads typically last 15-60 seconds and are the first thing listeners hear.
Mid-Roll Ad
A mid-roll ad is an advertisement placed in the middle of a podcast episode, typically during a natural break in the content. These ads usually command the highest CPM rates because listeners are most engaged at this point.
Post-Roll Ad
A post-roll ad is an advertisement that plays at the end of a podcast episode, after the main content has concluded. These ads typically have lower CPM rates because not all listeners reach the end of episodes.