Traditional old-media money is flowing into the podcast space as Midroll Media EVP buys Stitcher.

Media company EW Scripps is paying $4.5-million for Stitcher and placing it in its Midroll Media podcast content and sales company. Scripps purchased Midroll in July of 2015.

Stitcher has 8 million registered users and has tapped into the in car digital market with at least 50 dashboard placements.

In fact old media is very interested in Podcast. Hubbard Radio recently acquired a 30% stake in PodcastOne with an option to increase latter this year.

In June NPR Media announced an increase in advertising revenue from their NPR Radio podcast family. They say they have more than doubled revenue and expect the trend to continue this year.

That’s all good, yet NPR do not control the platforms their podcast are listened on. Whereas Midroll now has the structure to build a podcast business where they own the revenue stream, the content production, as well as the distribution potential through their newly acquired 8 million Stitcher users.

The power is in the numbers of people.

If you will, permit me to imagine a Netflix of podcasting? Could we see a development towards other network consolidation?

Perhaps traditional ‘old’ media buying into podcast and creating quality programmes listeners will be willing to pay for, or rather consume with advertising and sponsorship wraps.  After all the latter is the commercial radio business model.

It is an interesting proposition and I predict additional moves into podcasting from the commercial media operators in the future – a no brainer.

Nieslon Scarborough, the audience research people, tell us podcast listening is on the increase in the US, albeit it mainly high earners interested in investment, adventure sports and boating. Still, what of the UK audience and the rest of the world?

Take one glance at the Top Ten iTunes and Stitcher lists and they are populated predominantly by radio-supported podcasts. Wait, populated by public broadcasters or non profit.

Now that’s an interesting proposition for a commercial audio businesses buying into podcast.  Can they break into those top rankings?  And do they need to?  Great content on their own platform is perhaps the key.