Apple announces Podcasts Subscriptions for new premium and ad free content and a new Podcasts app design with channels, launching next month in 170 regions
This announcement converts months of speculation into product: The Information reported in January that Apple was discussing a paid podcast subscription service, and the company has now committed to launching it next month across 170 regions alongside a redesigned app with channels. It extends the analytics groundwork Apple laid back in 2017, when it began reporting listener counts and skip behavior to creators via listener analytics and full-season downloads.
First-order effects
Podcasters gain a native way to charge listeners for premium, ad-free audio inside Apple's app, and Apple gains a direct cut of creator monetization on its own distribution turf.
The redesigned channels give large publishers a storefront-within-the-storefront, changing how shows are merchandised in 170 regions at launch.
Second-order effects
Rival podcast platforms face pressure to match first-party subscription tooling or risk losing premium creators to Apple's built-in audience, pushing ad-funded players toward their own paywalled tiers.
Apple's June delay email to podcasters signals the rollout depends on creator readiness, so hosting providers and podcast tools now have an integration deadline to build subscriber-audio support around.
Third-order effects
If paid tiers take hold, podcast distribution drifts from the open, ad-supported feed model toward platform-bundled subscriptions, with Apple's later expanded Podcasts Connect creator tools showing it intends to keep deepening that closed loop.
The trend: Podcasting is shifting from a single open RSS ecosystem toward platform-controlled subscription storefronts, with Apple using its installed base to set the terms of creator monetization.
Looks like Apple will keep 30% of your private podcast revenue + the $19.99/year in the first year. Moving to 15% of subscribers in year 2+ — according to their terms. https://twitter.com/...
for the podcast peeps: confirmed that apple podcast subscription content has to be uploaded through apple's backend, not through RSS. the regular content that you've had in the feed can still go through RSS.
Well, this is fun. Tried going to Apple Podcasts Connect when signed into my developer account. Hit Cancel, signed out. Now I can't get into App Store Connect with my dev account. Always redirects to podcastsconnect, even in another browser.
$20/year is a great price point for indie publishers. This is a no-brainer so long as it's not exclusive (i.e. you can still run ads + monetize on other platforms) https://twitter.com/...
My hunch: That hypothetical Apple defense is mostly right. Younger and Very Online listeners will figure out Patreon fast, but I'd wager there's a BIG segment of casual podcast listeners who just do not want to deal with copying an exclusive RSS feed from Patreon into their apps.
This is BIG for @NPR + the future of #podcasting: “NPR has announced its plans to launch a paid podcast subscription service to support our shared mission by creating new revenue streams for #publicradio + driving membership to @nprstations. ” https://www.apple.com/...
Someone at Apple has great taste in podcasts, so many great ones in here: SGU, H3, Smartless, Making Sense, No Such Thing as a Fish... https://twitter.com/...
Podcasting as we've known it is dead, dying, or going through a renaissance, I'm not sure which. First @Spotify announces it's breaking syndication formats; today @Apple announced its own premium podcast subscription. https://www.apple.com/... #StreamingWars #AppleEvent
also confirmed that podcasters will receive no specific info about their subscribers, like emails, apart from whatever analytics apple provides, like where your show is most popular.
Huge congratulations to my friends and former colleagues at @ApplePodcasts. An incredible amount of thought and work went into Apple Podcasts Subscriptions and I'm so excited for it to be out in the world. 💜
So, podcasters will create special content for a fraction of their listeners, and pay Apple for the privilege. How is this supposed to work? https://twitter.com/...
As far as I can tell, this is the first major podcast player to allow for in-app subscriptions for all creators, which will allow for much more seamless consumption than what's offered through platforms like Patreon and Supporting Cast. https://www.theverge.com/...
First take on Apple's pod plans: creator-friendly way to generate more $ w/out cannibalizing existing biz. I had thought Apple would require some kind of exclusivity but am told that's not so: you can distribute pod with ads on Spotify, Apple etc and sell ad-free via Apple too.
another thing w/r/t the Apple Pod news: according to an email I obtained, “The NPR Board has endorsed plans for NPR to develop a ‘public radio podcast subscription service.’”
I now want 30% of Platformer subscription $ since you operate on my housing platform @CaseyNewton and use my water and electricity and cable platforms https://twitter.com/... https://twitter.com/...
Everyone: Apple's 30% taxes are too high. Apple Podcast Subscriptions: Hold my beer, on top of the 30% we're charging creators $20 per year https://twitter.com/...
@mekhail_baihaqi @mijustin @benthompson @gruber @SamHarrisOrg Example: Luminary shows will be available via Apple Podcasts and inside their own app - https://podnews.net/... (Luminary has elected to sell shows at the same monthly price on both; so they “lose” 30% in their cut to …
I suspect subscription podcasts will do a lot of good for the industry. But I can't quite get over Apple's 30 percent cut — and the duopoly that protects it https://www.platformer.news/ ... https://twitter.com/...
wait wait wait, apple wants a 30% cut of podcast subscriptions (which have to come via the Apple Podcasts app) AND *i have to pay them* to even be in this?? c'mon https://twitter.com/...
Apple has consistently said it didn't think podcasting could be a meaningful biz - for Apple - and that may still be the case. But it's a lightweight way to add some $, maybe, to services unit. And at minimum a good patreon alternative for podcasters.