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Expand chart
Data: Vivid Seats; Chart: Andrew Witherspoon/Axios

The number of events that have sold based on podcasts has increased by over 2000% in the past six years, according to ticket sales data from Vivid Seats, one of the largest independent ticket vendors in North America.

Why it matters: Live events offer podcasts the opportunity to monetize outside of audio ad revenue, which is growing but still pretty small compared to radio ad revenue.

The big picture: Many of the most expensive tickets sell to shows that are personality-driven.

  • "What’s even more interesting is what we’re not seeing: narrative podcasts, which tends to more of the critical attention," says Nicholas Quah, the founder and writer of Hot Pod, a leading industry newsletter about podcasts.
  • "This probably has to do with adaptation — seems like the way you’d build good live podcast shows isn’t too far from the way you’d think about booking bands," Quah notes.

The bottom line: Live events are often very community-driven, and podcasts, due to the more personalized nature of speaking to an audience versus writing to one, have been able develop very strong personal relationships with readers.

"At Vivid Seats, we've seen the enormous growth of fans looking to see their favorite podcast hosts in person. Certainly, huge summer concerts, traditional sporting events and theater shows remain popular, but fans are clearly enjoying more tailored forms of live entertainment that hardly even existed a decade ago."
— Michael O'Neil, Head of Public Policy and Community Engagement at Vivid Seats

Go deeper: Spotify's podcasting dreams

Go deeper

2 hours ago - World

Report: LGBTQ+ Afghans' lives "dramatically worsened" under Taliban rule

Taliban fighters in Kabul, Afghanistan, earlier this month. Photo: Mohd Rasfan/AFP via Getty Images

LGBTQ+ Afghans have been threatened, attacked and "faced an increasingly desperate situation and grave threats to their safety" since the Taliban seized control of Afghanistan last August, per a report published Wednesday.

What they're saying: "We spoke with LGBT Afghans who have survived gang rape, mob attacks, or have been hunted by their own family members who joined the Taliban, and they have no hope that state institutions will protect them," per a statement from study co-author J. Lester Feder.

4 hours ago - World

Canadian Indigenous group finds 93 suspected unmarked graves

A makeshift memorial honoring the 215 children whose remains were found in a mass grave in Brantford, Ontario, Canada, last May. Photo: Cole Burston/AFP via Getty Images

Indigenous leaders in Canada's western province of British Columbia said Tuesday they believe they've found 93 unmarked graves near a former boarding school.

The big picture: Hundreds of mass graves have been found at the grounds of former residential schools for Indigenous children since last May, when the remains of 215 children were uncovered at one such site in B.C.

7 hours ago - World

Coast Guard searches for 39 people after boat capsizes off Florida coast

A U.S. Coast Guard ship leaving its base in Miami Beach, Florida, in July. Photo: AP/Marta Lavandier

U.S. Coast Guard crews were searching into the night for 39 people whose boat sank off Florida's coast over the weekend after traveling from the Bahamas.

The big picture: A "good Samaritan" contacted the Coast Guard about 8 a.m. Tuesday to say they "rescued a man clinging to a capsized vessel" 45 miles east of Fort Pierce, per a tweet from the agency, which noted it was dealing with "a suspected human smuggling venture."