If you are creating content successfully, at some point, somebody might want to buy whatever it is that you are creating. And, of course, that can also include a podcast, which leads me to the topic of this article: how to sell a podcast.
In this article, I discuss the following:
- How to decide whether it’s time to sell a podcast
- What should I sell my podcast for?
- Once a podcast sells
- On the flip side, should I buy a podcast?
How to decide whether it’s time to sell a podcast
I honestly wasn’t considering selling my podcast until Heather Osgood of The Podcast Broker talked about the topic. She launched The Podcast Broker to help podcasters sell their shows, and others buy shows.
She has a system that shows go-through to determine if they are at a level where they could be sold. So I went through that assessment, and her company determined that it could be sold. So I thought about it and decided to list “The Business Storytelling Show” podcast with her.
But it did cause me to consider a few things:
- Do I really want to sell it?
- What sales price would be fair to me?
- Would I miss podcasting if I wouldn’t continue as a host?
- What would my goal be to sell it?
Of course, content creators can also have an emotional attachment to the things they create. So all those things are worth working through.
At the end of the day, I concluded that I would sell it for the right price and that I wouldn’t miss podcasting if the sale meant I was done podcasting on that specific podcast. But I could start a new podcast.
When it comes to the goal of why you might sell a podcast, those can be all over the place:
- you might need or want the cash.
- maybe you need to free up time
- perhaps you are burned out
Read next: Should I use a podcast script on my podcast?
Selling a podcast considerations
Why you might consider selling your podcast:
- You may be looking for a new challenge or a change of direction in your career.
- You may struggle to find the time or resources to continue producing the podcast, or you may have lost interest in the topic.
- You may have received an offer from someone willing to pay a reasonable price for the podcast, and you feel the offer is too good to pass up.
- You may want to monetize the podcast and feel that selling it is the best way.
- You may face personal or professional challenges that make it difficult to continue producing the podcast, and you feel that selling it is the best solution.
Ultimately, the decision to sell your podcast is personal and will depend on your circumstances and goals. Therefore, it’s essential to carefully consider all of the factors involved before making a decision.
Read next: How long should a podcast episode be?
What should I sell my podcast for?
The value of a podcast can be challenging to determine, as it can depend on the audience’s size, the content’s quality and uniqueness, the potential for monetization, and the demand for similar podcasts in the market.
To determine a fair price for your podcast, consider the following:
- Audience size: The larger the audience, the more valuable the podcast may be. You can use analytics tools to determine the size of your audience and the demographics of your listeners.
- Quality and uniqueness of content: If your podcast stands out from the competition and has a high-quality production value, it may be more valuable.
- Monetization potential: If your podcast has a strong following and a loyal audience, it may have the potential for monetization through advertising, sponsorships, or merchandise sales.
- Demand for similar podcasts: If there is a high demand for podcasts on your topic, you may be able to command a higher price.
Look at the prices of similar podcasts sold in the past to understand what the market is willing to pay. Ultimately, the price you set will depend on various factors, and it may be helpful to work with a broker or an attorney to determine a fair value for your podcast.
Once a podcast sells
Once your podcast has been bought by somebody else, there are several ways to move forward:
They might ask you to stay on as a host. In that case, you can negotiate additional and separate payments for that. This can be a positive or negative experience. Depending on the setup, maybe the podcast now has more support. There is an editing team and possibly a team member that books the guests, and perhaps there is more sales support than what you had previously. So it can be a positive experience. It also can be a negative experience if you loved the original direction of the podcast and the new owner is changing that up quite a bit.
So be aware of the show’s direction and decide whether you want to participate.
On the other side, you might also be done after the sale. So, for example, once the podcast has been sold, they might use a different host immediately.
On the flip side, should I buy a podcast?
A company might consider buying a podcast to accelerate growth. Building a new podcast from scratch certainly does take time, effort, and marketing dollars to build that audience. However, buying an existing podcast with an already existing and strong audience can speed up that process quite a bit.
But it also depends on what kind of podcast you are looking for. For example, Heather mentioned that the shows that sell the best are the ones that are about a topic and not so focused on the host.
For example, if listeners tune in because they love the host, replacing that host with somebody unrelated will be hard. On the other hand, a show that listeners tune in for based on the topic might be a better purchase. For example, on my podcast, I don’t think people tune in because I’m asking the questions, but they’re tuning in because of the topic, period. But, of course, I put effort and care into what we’re talking about on the show, so there is a danger if that’s not continued.
But buying an existing show and using it as your branded podcast can help accelerate a content strategy and drive business results.