Audio publisher10/3/2023 ![]() Although the launch was plagued with bugs and design flaws, the platform – which is currently the most popular way for people to listen to podcasts – now offers publishers the ability to include extra perks like ad-free and bonus content, and early access. But with Apple launching Apple Podcasts Subscriptions over the summer, the game has changed again. Show me the moneyĪlthough a YouGov survey found that 83% of podcast listeners said they were ‘not very’ or ‘not at all’ likely to pay in some way to access podcasts, this hasn’t stopped publishers experimenting.Ī big limiter in previous years has been the complexity involved in offering paid podcasts. But where the real excitement lies is in the potential for paid podcasts. The list of publishers launching or expanding their podcast offerings continues to grow. ![]() This seemingly small change laid the groundwork for what has been a big year. The latter has been used for many years to mean ‘automatically download for free’, but has been seen as incredibly confusing by users who expect a subscription to cost money. Many of the larger podcasting apps, anticipating the release of paid podcasts, changed their wording to invite listeners to ‘Follow’ podcasts rather than ‘Subscribe’. Esther Kezia Thorpe takes a look at the key audio moments of the year as part of our Media Moments 2021 report.Ģ021 was the year the word ‘subscribe’ took on a different meaning in podcasting. But with the platforms resolved to simplify the experience, the promise of subscriber revenue from audio is now very real. Paid podcast subscriptions add another layer of complexity to an already cluttered landscape.
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