Key Takeaways
- The podcast industry is experiencing significant growth, with live events and tours becoming increasingly popular
- Podcast fans are willing to pay for live experiences, with some shows rivaling live music and comedy tours in venue size and ticket sales
- The industry is expected to approach $2.6 billion in revenue by 2026, with comedy and sports being the most attractive to listeners
- Live podcast events offer a unique experience, with hosts and fans connecting in a way that feels more personal and engaging than traditional live shows
Introduction to the Podcast Industry
The podcast industry has been growing rapidly in recent years, with more and more people turning to podcasts for entertainment, education, and community. One of the most significant trends in the industry is the rise of live podcast events and tours. Fans are willing to pay for the opportunity to see their favorite podcasters live, and these events are becoming increasingly popular. As comedian Ron Funches pointed out at a recent live recording of Amy Poehler’s podcast "Good Hang," "Don’t they know podcasts are free? They are severely overpaying." However, for fans, the experience of seeing their favorite podcasters live is worth the cost.
The Rise of Live Podcast Events
Live podcast events offer a unique experience that is different from traditional live shows. Fans are not just passive listeners; they are actively engaged and enthusiastic, cheering and laughing along with the hosts. As Joe Schwartz, a comedy touring and live events agent at United Talent Agency, notes, "These are people who don’t go out to shows. This might be the first show they’ve ever bought tickets to because podcasters are reaching different people than your average music fan or your average comedy fan." The energy at these events is electric, with fans often dressing up in cosplay and participating in interactive elements of the show.
The Business of Live Podcast Events
As the popularity of live podcast events continues to grow, the business side of the industry is also evolving. Productions are becoming more lucrative, with hosts and producers finding ways to make the most of the live experience. As Sarah Mathews, a digital talent agent at UTA, notes, "We’re also increasingly in a media landscape that is paying more and more attention to these creators, and it’s bleeding into traditional media. They’re only going to get bigger and we’ll probably only get closer and closer to a more direct comparison of an Eras tour." The Interactive Advertising Bureau reported that podcasting is on track to approach $2.6 billion in revenue by 2026, with comedy and sports being the most attractive to listeners.
The Future of Live Podcast Events
As the industry continues to grow, it’s likely that we’ll see even more live podcast events and tours in the future. Some shows, like Jessica McKenna and Zach Reino’s "Off Book: The Improvised Musical," are born for these moments, with their unique blend of improv and music making them a natural fit for live events. Other hosts, like Georgia Hardstark and Karen Kilgariff of "My Favorite Murder," have found success with their live tours, which feature surprise guests and interactive elements. As UTA agent Jackie Knobbe notes, "Many top podcast tours now rival live music and comedy tours in venue size, routing, and ticket sales. We are also seeing incredibly strong merch numbers at these shows due to the strength of their fan bases."
Creating a Unique Live Experience
One of the key factors in the success of live podcast events is the ability to create a unique and engaging experience for fans. As Tom Whiter, the general manager for British podcast production and distribution company Goalhanger, notes, "We won’t do an episode of the podcast on stage, and we don’t record it and put it out to the podcast audience." Instead, hosts and producers are finding ways to tailor the live experience to the specific audience and location, making each show feel fresh and exciting. This approach has paid off for shows like "The Rest Is Politics," which sold out London’s 20,000-seat O2 Arena and featured a unique blend of politics and humor.
Conclusion
The rise of live podcast events is a significant trend in the podcast industry, with fans willing to pay for the opportunity to see their favorite podcasters live. As the industry continues to grow, it’s likely that we’ll see even more live podcast events and tours in the future. With the ability to create a unique and engaging experience for fans, hosts and producers are finding ways to make the most of the live experience, from interactive elements to surprise guests. As the industry approaches $2.6 billion in revenue by 2026, it’s clear that live podcast events are here to stay.