The new Podcasts app offers the option of receiving paid audio offers. The group charges up to 30 percent commission for this.
Apple will also offer paid content in the audio sector in the future. The company announced this on its “Spring Loaded” keynote on Tuesday, April 20. In addition, the new Podcasts app, which is to be delivered with iOS 14.5, iPadOS 14.5 and macOS 11.3, will receive new functions – however, it is also conceivable that earlier versions of the application will receive the new subscription feature called “Apple Podcasts Subscriptions”.
Podcasters Have to Pay
According to Apple, the service will enable “Creators” to offer paid podcasts in over 170 countries and regions from May onwards. To do this, they have to participate in the new “Apple Podcasters Program”, which costs US$ 20 a year. Then they can determine prices for their offers, which are then collected monthly or annually – via Apple’s usual Apple ID payment system. A subscription can be distributed to up to six family members using family sharing. There are several methods available to podcasters to measure the success of their content.
Prices can start at 49 US cents per month. According to American media reports, Apple will secure a commission as usual. This starts at 30 percent in the first year of a user’s subscription, from the second year onwards the group approves 15 percent. This model has already been offered to developers for in-app subscriptions. However, it is not planned that podcast producers will have to store these exclusively with Apple. Apple emphasizes, however, that Creators should “differentiate” between the offer at the company and external podcasts sales – for example, in which Apple offers programs with additional content, without advertising or with an earlier publication date.
New Business Models
Apple’s entry into the podcast subscription business is a big step for the group. He himself emphasized on Tuesday that this is the biggest innovation in the podcast area for the company to date. Apple has been in the industry since 2005, initially with a function in iTunes and later with its own app on all of the group’s major platforms. In the industry it is said that Apple still dominates the podcast player market, but competitor Spotify has caught up powerfully.
Apple wants to continue expanding the podcasts app with so-called channels. These are curated offers from suitable podcasts. There should also be “freemium” variants that provide additional content for a fee. There is also an improved search function, new top charts, a “Smart Play” function that should automatically find the next episode and a download feature for saving episodes in the app.