But what if the future of media didn’t rely on these gatekeepers? What if creators, instead of bending to the whims of platforms, could harness the power of open technology—such as RSS (Really Simple Syndication)—to build long-term, sustainable businesses? As it turns out, that future is already here. It’s just that many have been too distracted by the allure of instant social media fame to notice.
The Rise of RSS as a Foundation for Media Empires
RSS may seem like a relic of the early internet. Still, it is the engine that audio and video podcasts thrive on, and it remains one of the most powerful tools in a creator’s arsenal, especially in today’s volatile media landscape. Unlike the walled gardens of YouTube and social media platforms, RSS is open and decentralized. It allows creators to syndicate content directly to their audiences without navigating big tech platforms’ complex (and often biased) algorithms. More importantly, it enables creators to retain ownership and control of their content.
Open RSS media can be distributed on Apple Podcast, Apple TV, Roku Channels, and nearly 100 other platforms without fear of censorship or community guidelines. For podcasters, video creators, and other digital media entrepreneurs, RSS offers the opportunity to build a brand around their domain—on their terms. This means that rather than worrying about whether their content fits into YouTube’s latest monetization scheme or whether Facebook’s algorithm will favor short videos over long-form storytelling, they can focus on building a direct relationship with their audience.
No More Walking on Eggs—Freedom from Community Guidelines
One of the most significant challenges creators face on large platforms is the need to conform to ever-changing community guidelines. While these guidelines are intended to ensure a “safe” space for all, they often stifle creativity, limit freedom of expression, and create an environment where creators are afraid to speak their minds.
For video podcasters and other media creators, RSS offers an escape from this cycle of self-censorship. Since the content is distributed directly to subscribers via 100+ apps, platforms, and other tools that support RSS, there’s no central authority dictating what can and can’t be said. This is especially important in today’s world, where seemingly benign content can get flagged or demonetized for often vague and inconsistent reasons.
Building a Sustainable Media Business on Your .com
In a world obsessed with vanity metrics—views, likes, shares—it’s easy to forget that the most valuable asset a creator can have is direct access to their audience. That’s where owning your platform—your .com—comes in.
When you build your brand on your website and distribute your content using open technologies like RSS, you’re no longer at the mercy of the whims of platforms like YouTube or Facebook. You control the experience, the data, and, most importantly, the relationship with your audience. Sure, you can still distribute and build audiences on all popular platforms. Still, many creators are reverting to bringing content in-house and on-site, giving the bird to draconian woke administrators.
For many creators, this shift in perspective is the key to long-term success. Instead of chasing fleeting moments of virality, they focus on building a loyal audience that engages with their content on their terms. This allows for more meaningful interaction, deeper connections, and more sustainable monetization strategies.
Revenue generation can come from various sources: direct sponsorships, listener or viewer donations, premium content subscriptions, merchandise sales, and more. These models become much easier to implement when you have complete control over your distribution and aren’t relying on a third-party platform to split ad revenue with you.
The Myth of YouTube as the End-All for Video Creators
There’s a pervasive myth in the creator space that you’re missing out if you’re not on YouTube. While it’s true that YouTube offers massive reach, it’s also a double-edged sword. The sheer volume of content makes standing out more challenging than ever. The platform’s algorithm favors specific types of content, posting volume, and a YouTube strategy that leaves many exhausted trying to keep up—leaving more niche creators in the dust.
Creators who build on open platforms like RSS have the flexibility to include video content as part of their overall offering without feeling like they need to “kiss YouTube’s ass” to stay afloat. Video podcasting, in particular, is growing in popularity, and thanks to tools like PowerPress and podcast hosting platforms like Blubrry, video can be distributed just as quickly through open RSS feeds as audio content.
The beauty of this approach is that creators can still use YouTube and other social platforms as distribution channels, but they’re not dependent on them. By syndicating content through RSS, creators retain control, and YouTube becomes just one piece of a giant puzzle—not the puzzle itself.
A Future Built on Independence
In today’s world, where creators are under constant pressure to conform to platform guidelines and chase algorithmic success, the power of building a media empire on open technologies like RSS cannot be overstated. It offers creators the freedom to be bold, the security of owning their platform, and the potential for long-term sustainability.
In a landscape where so many are looking to YouTube, Facebook, and other platforms as the gatekeepers of success, those who choose to invest in their own .com and build their brand on open RSS will ultimately thrive. They won’t have to worry about getting de-platformed, demonetized, or silenced. Instead, they can focus on what truly matters: creating valuable content and building meaningful connections with their audience.
The future of media doesn’t have to be dictated by algorithms and community guidelines. With open RSS, creators can chart their path—and that’s a future worth fighting for.
