I’ve been thinking for a while about how massive a role tumblr has played in the popularization of fiction podcasting, and was wondering if u had any thoughts on the matter as both an early adopter of audio drama and a tumblr user?
No pressure to respond, I wast just curious to hear ur thoughts after hearing yall mention in the last TBS live stream how both Night Vale and The Magnus Archives kinda started as niche Tumblr fandoms and then broke containment (albeit to a limited extent) into the wider content ecosystem.
oh my gosh, I have SO many thoughts!!! tumblr is, in many ways, the reason I have the life that I do now!!
I found WTNV here on tumblr - the fact that so many people were talking about it got me curious and, like so many fiction podcasters, I ended up choosing audio drama as a way to tell my story because of Night Vale. then, I started talking to other AD fans about WTNV and when I first started @thebrightsessions, I told those same fellow fans, "hey! I made one too that you might like if you want to listen" and people did and they did like it and tumblr is a huge reason behind why TBS got popular (relative to the popularity of ADs in general at least) in the first place. it wasn't the sole reason, but a huge factor.
I think ADs appeal to the tumblr crowd more than other places for a bunch of reasons - podcasts, I think, can be better suited to certain types of neurodivergence (though of course worse for others, like auditory processing disorders), are popular with people who do a lot of crafts (listen and knit! listen and do pottery! listen and draw!), really encourage fanart given the lack of visual canon, and, of course, have in general been MUCH more welcoming to queer storylines (one of the many parts of Jeffrey and Joseph's legacy that I'm extremely grateful for). tumblr also just likes niche and scrappy/DIY shit and AD is a space where independent artists are able to do a lot more with a lot less.
I also think the popularity of WTNV and TMA specifically have soooooo much to do (well, with those stories being great of course but) with the volume and consistency of episodes. we are all constantly bemoaning the fact that these days you fall in love with a TV show and it's got 8 episodes every 17 years. those two shows in particular have enormous amounts of content to dive into. other shows that have done really well here - like TBS or Wolf 359 - also have over 100 episodes.
it was so fun to talk to Gabriel about this stuff and learn that he agrees with me that WTNV and TMA have broken containment on tumblr, but nowhere else. those shows broke out enough that me, a person who had never listened to a fiction podcast, heard about WTNV enough to want to try it (and then the same thing happened for folks years later with TMA). but your average spotify/netflix/tiktok/youtube user has still never heard of fiction podcasts, let alone those specific shows. I think about the music artists that have blown up on tiktok and fully completed the jump into mainstream, the youtubers who end up with their own tv shows, the book deals that have grown out of tiktok videos or twitter threads through the years.
for whatever reason, that hasn't happened in a major way with tumblr, at least not in my memory. I do think part of that is by design - we're a closed system and we like it that way. for many years, especially after the porn ban, there was a real 'no one gets in, no one gets out' kind of mentality (not in a gate-keep-y way, more in a 'we're the string quartet playing on the deck of the titanic' way). exoduses from other platforms have brought more folks in the last 5 years, but, still, very little is getting out. there's stuff that's wildly popular on here that's popular out in the world (stranger things immediately comes to mind), but they're not popular out in the world because they're popular in here.
that's not to say that tumblr's fandom can't drive success - WTNV, check please!, various web series and other creators have been able to build a true living in part because of their fandoms here. but I would argue that those things are still relatively niche on the whole.
I don't really have a conclusion to draw about this! I do think that a fiction podcast fully breaching containment and becoming something that people know about because it's popular with a wide swath of people is still possible, but I also would love to see more fiction podcasts breach containment on here. there's a lot of amazing stuff being made right now that deserves to be the thing that we all talk about on tumblr for a day or two days or two months!
I'm also curious if folks disagree with me and do think that something got popular on tumblr and then jumped to the mainstream - I would love to be proved wrong on that! and just to be crystal clear, there is nothing wrong with being niche. I love being niche. not everything has to be fourth wing or stranger things. it's just harder to make a living in a niche, which then, of course, makes it harder to keep making niche things.