Key Takeaways:
- BBC scraps plan to add ads on its podcasts and radio shows on third-party platforms.
- Decision comes after backlash from media companies and Gary Lineker’s podcast firm.
- BBC aims to support the UK audio sector and focus on international growth.
- Podcast ads could have hurt small producers and crowded the market.
The BBC has decided not to add ads to its podcasts and radio shows on platforms like Spotify or Apple Podcasts. This decision comes after other media companies, including soccer legend Gary Lineker’s podcast firm, pushed back against the idea.
The BBC said, “We’ve listened to feedback and decided not to add ads to our licence-fee-funded shows on third-party podcast platforms in the UK.” They also promised to keep supporting the audio sector and invest in great ideas.
Why Did the BBC Want Ads?
The BBC, funded by licence fees, has been dealing with financial struggles. They wanted to boost income by adding ads to popular shows like The Archers and Desert Island Discs. However, critics argued this could take ad money away from smaller podcasters and make the market too crowded.
Why Did They Change Their Minds?
Media companies, including Lineker’s Goalhanger, opposed the plan. In a letter to the government, they warned that BBC ads could badly hurt the UK podcasting market, which made £76 million in 2022.
Goalhanger, the UK’s largest independent podcast group, feared the BBC would dominate ad revenue, leaving little for smaller players. They produce hits like The Rest Is Politics and The Rest Is History, with over 400 million downloads last year.
What Now for the BBC?
The BBC will focus on growing its Sounds platform and finding new ways to make money internationally. They might release podcasts on their own platform first before sharing them elsewhere.
Matt Payton of Radiocentre said, “This decision protects UK podcast businesses and keeps things fair for everyone.”
Gary Lineker’s Podcast Empire
Lineker’s Goalhanger started in 2014 and shifted focus solely to podcasts in 2019. Their earnings jumped from £590,000 in 2023 to £2.03 million in 2024.
Tony Pastor, co-founder of Goalhanger, said, “We stopped making TV shows to focus on podcasts because the growth is huge, and TV is struggling.”
BBC’s Next Steps
While dropping UK ads, the BBC aims to grow commercially abroad and strengthen its Sounds platform. This move keeps the UK podcast market fair and helps smaller creators thrive.
This decision shows the BBC is listening to concerns and aiming to support the audio industry while finding new ways to grow.
