No one has really asked me about my thoughts on Luminary, but as I have a lot of opinions about podcasts, I thought it worth sharing some observations about the latest podcast platform.
If you haven’t heard of Luminary, it’s a new podcast platform. Most of the same podcasts available on any other platform are there for free, but if you pay $8/month you get access to exclusive content available only on Luminary. It’s not too different from Stitcher, although there are some slight differences in the platforms that I won’t get into right now.
It just launched this week, though it made a splash a few months back when it purported to be “the Netflix of podcasts”. It’s received a lot of backlash, most notably for its ad campaign (“podcasts don’t need ads!”), and for taking some popular shows away from the realm of free downloads.
The backlash is simple: people don’t think that you should pay for podcasts – at least not in this form. I agree with that notion. The other part of the response to Luminary is that it is pulling podcasts that were previously freely available to their platform, and will only be available to Luminary subscribers.
I don’t begrudge the podcast producers at all for taking the money from Luminary. It can be expensive to produce a podcast, and having guaranteed funding (for however long that is) gives you the freedom to create better content.
I mentioned that their platform seemed to follow Stitcher’s model, with some differences. Namely, Stitcher requires you to submit your podcast to their database. They have a premium tier ($4.99 monthly, or $2.92 / month for their “premium annual” plan) as well, which gives you access to exclusive shows; but I believe these premium shows also become publicly available after a short period of time. For example, Wolverine: The Long Night was a Stitcher exclusive for several months before becoming available to everyone else in the Fall of 2018.
I personally prefer this model of offering premium content. I also like the way Spotify handles it – everything is available on their platform (music and podcasts alike) – but you get ads if you don’t subscribe to the premium level.
With all of that said, I admit I’ve changed my stance on Luminary since I first heard about it. I think that they need to make some changes to their platform, though; they are not a revolutionary solution to a problem or making podcasts more convenient, so they need to drop their “Netflix of podcasts” attitude. I think they should also follow Stitcher’s premium window model – make the shows freely available after 4-6 months. Heck – make it a year if you want to try to be competitive.
A lot of people have the opinion that Luminary is going to fail. I don’t think it will fall flat on its face, but I do think they will suffer a little. Hopefully for them (and the shows they are paying for), they decide to make adjustments rather than be prideful and end before they even get started.