A new UK-based podcast network, Mercury, has officially launched to support the unique needs of independent creators looking to grow and monetise their podcasts.
Since introducing its first show in November, the company has already sold over one million ad impressions and has had over 500,000 downloads a month.
Its initial roster represents independent shows across entertainment, history and leisure ranging from four to six-figure downloads each month.
There are also plans to launch a range of original titles over the coming year and two prominent true crime podcasters are in develpoment of a new show to launch in late 2025.
Mercury says its offering is different from other networks because it has a strong focus on making sure podcasters keep full control of their content. Benefits include direct involvement in advertising and sponsorship decisions, plus a personalised approach, prioritising ‘value over volume’.
The company is founded by Liam Heffernan, an award-winning independent podcaster from the UK, whose own shows include America: A History. He has previously worked for companies including Auddy and The Podcast Boutique and was featured on Podpod’s 30 Faces to Watch list, touted as a future industry leader.
“As an independent podcaster myself, I know that the biggest challenge facing creators isn’t content; it’s time and resource,” says Liam.
“Current networks are failing to address these needs and are failing to offer a truly valuable network proposition to those podcasters who are big enough to monetise but need support, and don’t want to surrender control over their show for it. This shouldn’t be a compromise.
“In Mercury we have revolutionised what it means to be a podcast network. It places value over volume, it puts content before ads, and it puts creator support at the very heart of its offering. By coming at it from this mindset, we’ve been able to hit the ground running and go toe to toe with the biggest networks for the best independent shows and creators out there… and we’re winning.”
Em McGowan, co-founder of the Independent Podcast Awards and host of Verbal Diorama says: “Passion is something you find in abundance in the independent podcasting space. We wouldn’t take time out of our busy lives to create podcasts unless we had passion for the subject.
“Film history is mine, and I wouldn’t be making episodes almost six years later if I still didn’t have that passion. But no-one said it was easy, and it remains just as tough to be an indie podcast as it has ever been.
“What drew me to Mercury was that passion for independent podcasts. It was clear from the get-go that Liam was eager to have Verbal Diorama aboard, and passionate about increasing its visibility in an often-crowded space.
“As an independent podcaster himself, he understands the issues we face. I have big goals for Verbal Diorama; joining Mercury is one step closer to me achieving them.
Tan, Ryan and Keon, hosts of comedy history podcast PastMaster say: “We delighted to be a part of Mercury. As indie creators, no matter how hard you work it can be tough to cut through and make the same level of noise as shows with the backing of big brands and corporations. We’re confident
Liam’s experience and knowledge of the industry will help us level up and get exposure in the right places to grow.”
Find out more at mercurypodcasts.com.