Unveiling the secrets of selling a podcast: An interview with Heather Osgood
This article was originally published at PodWritten, How to sell a podcast.
Key takeaways:
The audience size isn’t everything when it comes to selling your podcast—you need to show buyers that your podcast can generate revenue.
If you have assets like a YouTube channel or an email list, you can significantly boost the value of your podcast.
To successfully sell your podcast, you need to treat it like a business. So, keep your financial records organized to showcase your professionalism.
Are you thinking about selling your podcast but unsure where to start? I sat down with Sam Brake Guia, the host of Mics to Millions and Co-founder of PodWritten, to dive deep into the process. From evaluating the worth of your show to finalizing the sale, I share valuable insights on how to successfully sell your podcast.
Sam: What factors are important when selling a podcast?
Heather: While the concept of buying and selling podcasts may not yet be commonplace, and we have a hard time creating comparables, our experience at The Podcast Broker highlights a few key factors that are crucial for success.
For starters, it’s essential to demonstrate that your podcast isn’t just a collection of listeners. Sure, having a large audience is impressive, but if there’s little engagement and minimal revenue, selling your podcast can be tough. So, focus on building that engagement and monetizing your show—this will attract more potential buyers.
Another major factor we've noticed is the role of the host. Buyers often want the host to stay because they’ve already built trust and connection with the audience, which drives loyalty and engagement. As a result, they can maintain consistency and preserve the podcast’s value.
How do you evaluate a podcast’s worth?
One of the first things we consider while assessing a podcast’s value is its publishing history. This doesn’t mean you need years of episodes under your belt—even six months of podcasting can put you in a position to sell. What really matters is your commitment to producing high-quality content consistently.
In addition to the podcast itself, supplementary assets like a well-designed website, an engaged email list, and a strong social media presence—such as active Instagram and YouTube accounts—can significantly elevate its worth. These platforms provide buyers with more opportunities to connect with their audience, drive traffic, and grow their revenue.
What does the process of selling a podcast look like?
The first step of selling your podcast is to reach out to The Podcast Broker for an evaluation of your show. If it’s a good fit, we’ll add it to our internal sales sheet, making it available to potential buyers.
When a buyer expresses interest, we have them sign a non-disclosure agreement (NDA) to keep the details of your podcast confidential. After that, they take a closer look at your show and assess whether they want to move forward. Keep in mind that this stage can be lengthy and intricate; sometimes, deals fall through if the podcast doesn’t align with the buyer’s expectations.
Lastly, when a buyer is ready to proceed, the transaction moves to escrow.com. This service guarantees that all assets are securely transferred before the funds are released.
What are your top tips for hosts looking to sell their podcasts?
There’s absolutely nothing wrong with treating your podcast as a hobby—many of us love creating podcasts, and there's a lot of joy in it. But if you’re looking to sell and believe you’re building an asset, you must treat it like a business.
For instance, if you tell me you’ve generated $50,000 in revenue over the last year, I’ll need to see where that revenue came from. If you just throw some numbers into a spreadsheet you created on a whim, the acquiring company won’t be very impressed. They want to see that you’ve operated your podcast like a business, with proper financial records, showing that you take it seriously.
Moreover, it’s important to separate your identity from your podcast. Imagine a contractor known for their unique finishing techniques. If they step away from the business and can no longer execute that signature style, the value of the business diminishes significantly. The same principle applies to your podcast. If your show relies solely on your personality, beliefs, and insights, removing yourself from the equation could strip away its value. To attract buyers, focus on building a podcast that can stand on its own, showcasing its worth beyond just your presence.
Conclusion
Selling a podcast may not be a widespread practice, but it presents a viable option for hosts who wish to move on from their shows while monetizing their efforts. If you're considering selling your podcast, services like The Podcast Broker can help assess its value based on factors such as your publishing history, audience size, revenue, and additional assets. They also facilitate connections with potential buyers.
What’s the secret to setting yourself up for a successful podcast sale? It’s building a loyal audience, creating additional assets like social media accounts, and generating revenue. Don’t forget to keep your finances organized and ensure the content is the core of your show.
Ready to sell your podcast? Fill out our Free Evaluation form to determine the value of your show.
If you’re looking to sell your podcast, send us a message and someone from The Podcast Broker can assist you.
