In this episode of Rogue Creators, Bryan Fittin and Loren Lewis discuss Apple and Spotify’s recent announcements about their respective podcast subscription platforms. Tune in to hear the pair’s thoughts on the announcements, who could benefit from the services, and how to two services differ. Thanks for listening!
Shownotes
(1:17) What are you obsessed with?
(6:13) Apple Podcasts Subscriptions
(13:26) Spotify’s paid subscription platform
(17:43) Who are these subscriptions for?
(19:28) Wrap up
(20:43) Rapid Fire
Links
Quotes
“If you’re a brand new podcast, don’t be going straight to paid content. That’s just not smart to do unless you already have an audience that you’re moving to a podcast.” (8:31)
“I really do hope that [Apple] thinks about the design and user experience of that. Hopefully they’ll put a lot of time and effort into making sure that they elevate that application.” (10:37)
“It’s showing that Spotify is really going to be investing in podcasting, and they’re taking it very, very seriously. Podcasters, you need to perk up and realize that Spotify is probably worth paying attention to, to get your podcasts going, especially since they’re going to start investing in video podcasts as well.” (14:32)
“If you are in the marketing space, you’re B2B serving a lot of clients and stuff in that area, this is not even important to you. You would not be charging your clients or listeners to get your content unless you’re doing some very educational stuff.” (17:46)
Did you see Apple and Spotify’s recent announcements about their premium podcast subscription programs? Whether you didn’t see them or want to know how they’ll affect your podcast creation and listening experience, we’ve got you covered.
On a recent episode of Rogue Creators, Bryan and Loren talked about the two announcements and what they mean for the industry.
Apple Podcasts Subscriptions
In short, Apple’s new subscription program allows creators to monetize their podcasts by charging listeners to gain access to exclusive content. The model is similar to Patreon, but everything is streamlined in the Apple Podcasts app rather than using the Patreon app or importing RSS feeds.
Apple is also taking this opportunity to revitalize its podcast player. The update brings enhanced search functionality and a new feature called “Channels,” which are curated groups of shows from popular creators. Listeners are hopeful that the app’s remodel will come with an upgraded user interface, which has been criticized for years for its lack of functionality.
“I really do hope that [Apple] thinks about the design and user experience of that. Hopefully they’ll put a lot of time and effort into making sure that they elevate that application.” (10:37)
Through the subscription program, listeners will pay per channel that they would like exclusive access to. Channels are offered in three tiers: Free, Freemium, and Paid. While the Paid tier provides complete access to a channel’s exclusive content, Freemium offers a cheaper option that provides listeners with more content than the Free channel.
If you are a creator hoping to publish paid content through Apple Podcasts Subscriptions, it’ll cost you. The Apple Podcasters Program costs $20 per year and 30% of the total revenue to raise through the program.
Spotify’s Paid Subscription Platform
While Apple is reworking its app, Spotify is continuing its advance into the podcast industry. The streaming service is following the trend of subscription-based podcast content, adding to its partnership with Anchor along the way. Like other subscription models, listeners will subscribe to individual podcasts, receiving exclusive content without ads.
“It’s showing that Spotify is really going to be investing in podcasting, and they’re taking it very, very seriously. Podcasters, you need to perk up and realize that Spotify is probably worth paying attention to, to get your podcasts going, especially since they’re going to start investing in video podcasts as well.” (14:32)
Spotify’s subscription services will be free to creators until 2023, at which point Spotify will begin charging users 5% of their total subscription revenue. While the platform is cheaper than Apple’s and seems to be deadlocked with the rest, there is one large hangup that creators need to know about before choosing Spotify for their podcast.
To be included in the premium service, creators must host their podcasts through Anchor. As we’ve mentioned previously, we are not particularly fond of Anchor. Anchor requires that creators sign away the rights to their content. This means it can control advertisements and edit the content in any way without the creator’s consent.
Should I Put My Show Behind a Paywall?
With the increase in subscription-based podcast platforms, many of our clients have asked whether they should utilize a paywall with their show. Because we primarily work with B2B and marketing podcasts, we are not recommending that our clients move to subscription-based platforms.
“If you are in the marketing space, you’re B2B serving a lot of clients and stuff in that area, this is not even important to you. You would not be charging your clients or listeners to get your content unless you’re doing some very educational stuff.” (17:46)
We have the same recommendation for anyone who has a new podcast. You want your show to be viewable by as many people as possible so that you can grow, and putting it behind a paywall accomplishes the opposite goal.
“If you’re a brand new podcast, don’t be going straight to paid content. That’s just not smart to do unless you already have an audience that you’re moving to a podcast.” (8:31)
If you have a dedicated listener base, this is a perfect opportunity for you to start monetizing your content and further connect with your audience.
