Ending our Distribution Through Audioboom

Background: partnership with Audioboom

Back in 2016, gaathastory and Audioboom practically began our podcasting journeys together in India. Over the years, we published over 15 of our podcasts, including Baalgatha, Devgatha, Veergatha and Fairytales of India. And of course, there was MyKitaab Podcast, the first show produced by gaathastory.

Move to Spreaker

We were on a free / ad supported tier on Audioboom, and while we did generate some revenue by doing so, it was not working out for us. In fact, it almost had a detrimental effect: some ads were not suitable for the kind of shows we produce. The programmatic ad inserts caused some paid and grief, which outweighed the money earned. In early 2020, we signed up with a paid tier for Spreaker, and by Mid-2020, all our shows were available on both platforms.

in 2020, Audioboom contributed to over 1.7 million listens for podcasts by gaathastory
We did not make any money from Audioboom in 2020 — in spite of over 1.7 million listens. Their departure from India left a bad taste.

Killing the Feeds

Yesterday and today, I deleted nearly every single feed that was live on Audioboom. Some may call this rash, others might consider it a foolish Act. In the short term, this might even hurt our listenership. Below are the listener numbers over the past 30 days- nearly 1,300 listens per day coming even now from Audioboom across the network.

30 Day listenership for podcasts by gaathastory on Audioboom
30 Day listenership via Audioboom for podcasts by gaathastory.

Why not a Redirect of RSS feed?

When we inspected the RSS feeds for our shows across the major platforms- Apple Podcasts, Google Podcasts and Spotify, we discovered that some shows were still served via Audioboom. In other cases, the show had been ‘claimed’ by someone else. This was a sign that we had to take some drastic measures to take back the control of our feeds and by extension the listener analytics. The best way was to start afresh.

Setting up a Redirect for podcast by gaathastory.
Baalgatha Marathi remains the only active podcast from gaathastory on Audioboom, for which I set up a Redirect.

Reinventing the wheel… Sort of

Checking the RSS feeds for different podcasts across platforms. Podcasts by gaathasatory
Manually updating and checking RSS feeds for podcasts by gaathastory across different platforms

Looking ahead : podcast distribution for gaathastory

Going forward, our main focus will remain on top five or six platforms where we receive over 80 percent of listenership. Plus the gaathastory website. The six platforms are:

What about Other Apps of Platforms?

We decided to follow the 80:20 rule- focus on monetisation and growth via the sources of nearly 80 percent of our listens. These are the places where we will be able to respond to comments or feedback, engage with the listeners, and so on.

Saying No to new Channels

Every other day we get approached by a new app or platform who wants to stream our content. Others want us to host out shows using their content distribution service. Some of the services where our feeds are no longer active: Hubhopper for example, continue to send us messages. They just did so yesterday!

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Amar Vyas

Amar Vyas

Creator- Gaatha Story- Podcast of Children's Stories. Cofounder Kamakshi Media and Author. Husband, dog lover. Country Manager for FSC, India. www.amarvyas.com