Walled Gardens Vs the Open Ecosystem: What's the Difference?

At the most basic level, podcasts are essentially an audio RSS feed, which means they’re publicly available for the most part. And for video podcasts, most are featured in clip form of social media pages and in-full on video hosting sites like YouTube. However, some podcasts are released into walled gardens by exclusive publishers. So, who owns the feed? Who decides which podcasts are pulled into which apps? And why are some podcasts platform-specific? It all comes down to open and closed ecosystems—think of it like public parks versus fenced gardens. 

While there are benefits to both, open ecosystems give advertisers more opportunities to reach the right audience. But there’s a little more to it than that. Get ready to learn the similarities and differences between walled gardens and open ecosystems and how they impact your podcast advertising campaigns. 

What Is a Walled Garden and Its Benefits?

A walled garden, also known as a closed ecosystem, is any platform that requires a subscription or publishes content behind a paywall, meaning you have to sign up to listen. For instance, if a platform pays for the exclusive rights to publish a specific podcast, only subscribers are able to access the show and only on that app. Platforms like Spotify famously follow this model. 

For platforms that go the walled garden route, this strategy can bring in new subscribers, keep users engaged, and allows for full control over the advertising inventory. And for advertisers, this approach gives access to well-defined, highly-targeted audiences and enhanced metrics. 

What Is an Open Ecosystem and Its Benefits?

An open ecosystem, on the other hand, is a system that allows content to be distributed across platforms and apps, so listeners can hear their favorite podcasts wherever they please. For advertisers, open ecosystems mean that your ads are heard wherever listeners are tuning in, whether it’s Spotify, YouTube, or Apple Podcasts. Here at SiriusXM Media, we take an open ecosystem approach—so you can say hello to a wider audience and more impact. 

What Are the Similarities and Differences Between the Two?

For many listeners, the open and closed ecosystems offer similar experiences, aside from the content they provide and the associated costs. Here are three areas where open and closed ecosystems differ. 

Advertising Opportunities

When a brand works with a show in an open ecosystem, it can easily connect with the show directly or through its monetization partner. But when an advertiser works with a podcast in a closed ecosystem, they may experience less control and more centralized monetization that’s run exclusively by the platform. 

Content Access and Distribution

Walled gardens require subscriptions or accounts to access content, while open ecosystems allow content to be distributed across multiple platforms, letting listeners access content in their preferred space and giving them freedom of choice. 

But keep in mind, walled gardens don’t necessarily publish solely exclusive content. A walled garden may choose to offer open ecosystem content on its platform in addition to exclusive content. 

Discovery and Reach

When it comes to content discovery, open ecosystems enable a more seamless experience through cross-platform exposure. For instance, a listener may have just finished listening to a Crime Junkie episode before stumbling upon Rotten Mango for the first time, which quickly becomes a new favorite show for them to binge. On the other hand, walled gardens can limit and even prevent the magic of discovery that can happen in an open ecosystem. A listener may be interested in a particular podcast interview on a platform but be unwilling to pay the subscription price, especially if they’re only looking to tune in to that one episode. 

Which Is Better for My Brand: Walled Gardens or Open Ecosystems?

Whichever route you choose, you’re still guaranteed to get your message out. The question is whether your target audience is already within the walls or willing to go inside. Our take? Let your walls down so you can reach every listener, every platform, at any time. 

Open Ecosystems Mean More Open Possibilities

While walled gardens offer benefits like exclusivity and targeted audiences, they limit your reach, with content restricted to specific platforms and subscriber bases. Consider Call Her Daddy—when it moved from Spotify’s walled garden to our open ecosystem in 2024, advertisers gained access to a much broader listener base—and the show’s star power has only continued to soar. Similarly, The Joe Rogan Experience was previously exclusive to Spotify, limiting listeners and reach, until a 2024 deal changed this approach, with the show currently being a chart-topper. 

Get Your Message in Even More Places 

With open ecosystems, your ads reach listeners across all major platforms (like Apple Podcasts, YouTube, and Spotify), maximizing your potential audience. With omnichannel consumption continuing to increase, and listeners tuning in everywhere and anywhere, that’s where your ads should be, too. Open ecosystems make it easier for listeners to follow their favorite creators—from audio, to video, to IRL events. Adapting content for multiple platforms and modalities unlocks new opportunities, allowing advertisers to cater to varied audience preferences while forming partnerships that amplify their reach.

Open Up with SiriusXM Media 

Open ecosystems are the wave of the future. We offer brands the opportunity to get in front of their most valuable audiences and listeners access to their favorite content from wherever they choose. 

Ready for your next campaign to create breakthroughs? Let’s talk.

More Podcast Advertising Opportunities