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Apple’s podcast subscription is a mixed blessing


At its “Spring Loaded” meeting on Tuesday, Apple did what Apple does. New exciting weapons were unveiled, contrasting he imitated, computers was fixed (with a few ports). Among the hardware tools, however, there was a guarantee that the company would soon provide pay for podcasts – a major change in a growing market.

Starting next month, podcasters will be able to set their own price and Apple will charge 30% for the first year of each subscription, down to 15% afterwards. Apple is launching the service as a way to help creators be able to offer a vanilla paid app, access to the original or special premium items (all of which are controlled on Apple’s platform only – even if they seem useless).

The monetization of the podcast is not new, it is obvious, but it is in the Western hemisphere right now. For small or independent producers, Patreon is a well-known way for fans to access premium content. Acast takes another step further, and chooses to cook Patreon into it your show page. Then there are alternatives like Libsyn’s fixed subscriptions or audioboom’s sales and support offerings. Or maybe you want to use Podbean’s Money-making tools or Supercast’s premium plans. Choices are available, but most require sending your audience to the page or coming up with some challenges.

In the end, Apple’s approach has several advantages. The obvious is just his great control. You can download your podcasts from apps and sites, but everyone knows Apple Podcasts. If you use any of Apple’s apps, you have a chance that it already has a lot of what you pay for, so registering for one item is pointless. You do not need to leave the podcast page you are on, to get a bonus or all the other items that are a great attraction for manufacturers and consumers alike. But not all is good. There are other challenges, too.


First, there is the Apple cut. At 30 percent of the first year subscription (and then 15% there) is a small percentage of what you earn. Not surprisingly, given that after many years paying developers 30 percent of the company recently reduced her cut to 15 for those who make less than $ 1 million a year (which is probably more). Patreon, in contrast, cases between 5 and 12% (including payment) depending on the plan you have.

Apple’s strict rules on access to the app have been a source of controversy recently spitting in public in the middle of the Epic Games due to the compulsion to participate in the Games. Fortunately, at least as far as we know, you will be free to provide the same information elsewhere without restrictions depending on the podcasts.

However, Apple’s move this week will no doubt have a huge impact on all companies. Most importantly, but not all manufacturers believe. Sarah Myles is a talented podcast writer, as well as an executive Wake up and Light The goal is to provide free interviews to small independent manufacturers. “I think putting money into the pockets of DIY shows is good but it will be beneficial to a large audience,” he told Engadget. “The DIY podcasting facility is amazingly versatile and versatile so that it can be used to identify, showcase and earn new budding professionals is just the best thing in the market.”

Not all manufacturers are sure, however. Indie podcaster Carrie Morrison worries that fines would not work for those with fewer protests. It makes me feel like I’m just losing, I think, ”he said.

This is the conundrum. Small movies, by definition, do not have an audience to attract advertisers, nor do they have enough audiences to listen to them. Big companies, such as Wondery, already have a budget and a business interest, and are the ones who can benefit from subscriptions.

Trying to look at YouTube as a kind of analogy. But the videos that are closest to the video industry and its combination of promotional and advertising and premium subscriptions make it easy for founders to achieve their scale and earn money when they go on the same platform. I enroll, you are asking people to put faith in you first, and I ask them to change the listening system (say, from Pocket Casts to Apple) if they want to help you.

Advanced guide to podcasting gear.

James Trew / Engadget

This is why Patreon has been doing well with podcasters so far. Alex Graham, founder of a production company from end to end Coast Coast thinks that subscriptions could even lead many manufacturers return to Patreon. “Maybe something like this (subscription) would make a job like Patreon so popular because, instead of choosing Apple, Spotify, Google or whatever it might be at the moment, you could choose to just take one route and use all your platforms instead,” said Engadget.

And Graham is right on one thing, really. It already looks like some major platforms are preparing give the same – the ability to combine and subdivide (continue) all payment sites at once.

The real winners here may be those who are in the middle or who are trying to be different. Graham Hodge is the Director of Cup & Nuzzle production company, which produces client shows like BBC and Spotify. (Easy: I pulled out part of one of their client-related presentations.) For him, subscriptions offer the opportunity to make money on shows that require a lot of work but perhaps the audience burns through other channels.

“I think the brand, you know, does some very simple work to make a very good podcast,” he told Engadget. Hodge cited an example of working on a game show with a well-known writer. “That is work. There is a time and money that goes in. And it’s hard to repay, here are your tips: get a job from BBC Radio 4 or Sound. ”Obviously, not a choice for most of us. In this case, even the audience who has already finished the queue, believes that the type of subscription may be appropriate. “We hope people will be like, you know what, I love the show, I pay a monthly fee, to make sure the show goes on.”

What Apple he can do this and I will have to pay for the shows you like. Unlike TV advertising, which we can buy in a world that is content with a single price, the challenge is to ensure that the audience is not overwhelmed by the fatigue of subscription. Don’t just sign up for two or three of your favorite shows, as well as some of your monthly earnings – be it Netflix, Substack, Google Stadia or PlayStation Plus (and so on). Right now we’re paying more than ever, and that’s confusing.

Alternatively, Apple’s main gift for podcasters is the aforementioned practice of directly returning shows in ways that the platforms have not been able to improve. If there is one thing the Cupertino company can do, it makes the existing ones look suddenly very important or normal.

When most companies offer competing services, the podcaster can expect it to perform well. They also need flexibility. Apple’s service offers more, but I’m taking it off – paying once. Paying money has become a well-known, unlimited way for them to earn money for their work. If you pay once, you can receive a one-time reward, or because that’s what everyone can pay. It also means you can pay more if you feel generous and feel like making someone else’s day.

Obviously, this is not the approach that Apple offers on other platforms (including Patreon here), but one that can help fill some of the gaps between those who can control continuous payments and those who can’t (however).


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