Apple has announced Apple Podcasts Subscriptions, a new tier that lets users find and subscribe to premium content. The subscription service had been rumored for some time, with reports from January suggesting a potential launch could be imminent. Months later, Apple has officially revealed its new podcast avenue, as well as a way for creators to make the most of the new service.
The news couldn’t come at a more important time for Apple Podcasts. Recent projections pointed to Spotify’s podcast listenership surpassing Apple Podcasts for the very first time. Just as telling, the same report projected Apple Podcasts’ share of listeners to fall almost 11-percentage points during the calendar year. Spotify’s upward trend likely has something to do with its major investment in the podcast sector, most notably with the acquisition of the Joe Rogan Experience podcast.
The apparent response to Spotify is Apple Podcasts Subscriptions, a service that will roll out in May across more than 170 countries, according to Apple. Pricing for subscriptions within the service will vary depending on the podcast that users want to subscribe to, since creators will be able to set their own subscription cost and either bill users on a monthly or annual basis. These premium podcasts will have features that set them apart from free content, such as ad-free listening, additional exclusive content, and/or early access to new series under the Apple Podcasts umbrella. It will also be possible for up to six family members to share a single subscription through Family Sharing.
Apple’s Subscriptions Means More For Creators
While Apple’s new paid subscriptions might be exciting for avid podcast listeners, it has more implications for podcast creators themselves. The Apple Podcasts for Creators website is designed to be an information hub that can help creators learn about the industry, new features and gain access to in-depth guides. In addition, creators will be able to enroll in the Apple Podcasts Program for $19.99 per year and gain further help in the design and distribution of their own premium content. It also doesn’t look like there are any restrictions as far as who can enroll in the program, allowing podcasters big and small to offer paid subscriptions. Of course, they will still need to create engaging content that makes users actually want to subscribe, but as long as they do, Apple has seemingly streamlined the opportunity for creators of all shapes and sizes to be compensated.
In theory, this new service and creator program could encourage creators to make content that users will want to pay for. Rather than splurging on existing, ultra-successful podcasts like Spotify has, Apple is taking a different route that focuses on supplying creators with the necessary tools to come up with the next big hit in the podcasting world. Time will tell which strategy ends up being more successful, but it is intriguing to see how Apple and Spotify are trying to boost their presence in the podcast space.
Source: Apple