Yesterday, at its first event in 2021, Apple announced the “next podcasting chapter” with its Apple Podcasts subscriptions. It’s a new platform for podcasters, which allows them to monetize their shows using subscription fees – conveniently available to consumers only through the Apple Podcasts app. Apple is positioning the new monetization method as separate premium products in addition to existing free or ad-supported podcasts, and there are already many tons of independent studios and podcasts lining up to become part of the service.
The move is just part of a wider trend in the world of podcasts, mainly launched by Spotify. The music playback service is gaining more and more exclusivity, taking some of our favorite content hostage with its terrible application in the process. Amazon also joins the game with originals and exclusives on Amazon Music and Audible, and Facebook has its own plans for audio content. Then there are smaller deals, such as the one the NFL has made with iHeartMedia and purchases everywhere, such as Pocket Casts purchased by a public radio group.
All these trends make me very worried about the future of podcasts.
What is the problem?
To understand why these moves feel scary for podcast listeners, we need to look at what podcasts are historically. A podcast is usually a series of audio or video episodes, often connected locally and with recurring hosts. In the past, almost all podcasts were distributed on their creators’ servers, accessible as direct downloads or through a client application of their choice. Most podcasts are free, ad-supported, or have a large corporation that pulls the strings, making them one of the most accessible and accessible forms of entertainment without a corporate structure to support them (such as YouTube).
With Apple, Spotify and Amazon increasingly working to link creators to their platforms, we may lose this almost open-source look sooner rather than later. Apple’s market momentum feels particularly bad, as its podcast app is only available on its own devices. At least competitors like Spotify and Amazon only block you from certain services, not hardware.
Surely it seems that we could enjoy a landscape with which we are already very familiar with the video streaming industry. If you want to keep up with the latest shows that everyone is talking about, you need to subscribe to a lot of services. Netflix, Amazon Prime Video and Disney + come to mind instantly, but there are also offers from HBO, Hulu, Paramount, Peacock, Apple TV +, Discovery + and many more – we’re basically in the process of going back to cable TV. The original dream of a comprehensive Netflix catalog is long over and we still have to rely on it another service to see all our content in one interface.
My (German) entertainment file is still relatively small, but its size seems pretty annoying to me already.
If this is the future of podcasts, tracking your favorite creators will become much harder in the not-too-distant future, and you’ll need to be prepared to stop consuming shows or juggling more apps on your phones. When you opt for the latter, you’ll lose features like queuing, direct subscription management, and hassle-free downloads, which is an integral part of the podcasting experience for many people.
What does content creators contain?
That being said, these exclusivity deals and premium subscriptions are largely excellent for podcasters, especially freelancers. It helps them get funding over a longer period of time and often gives them access to a very involved audience, ready to move to another platform to keep up with them. It’s a shame that there aren’t too many other funding options for podcasts, with many currently relying on voluntary donations or Patreon subscriptions, in addition to the show’s advertising segments.
The path we take could be bad for ease of use and a great listening experience, but it could be just what the creators need to be able to make podcasting a sustainable, self-serving business instead. of a secondary agitation.
Could there be a better way?
Although it’s probably too late, given the trajectory of the market, I’d love to see things unfold in a different way, which could please both content creators and listeners. We need look no further than today’s music streaming services. With a few exceptions, most streaming services offer the same music. You can listen to almost all your favorite artists on either Spotify, Apple Music, YouTube Music, Tidal, or whatever you prefer. In a perfect world, podcast creators could receive royalties per track, just as musicians do nowadays, and you can choose your favorite podcast streaming service.
Of course, this solution is not perfect either. The music streaming market has a lot of problems of its own, with smaller artists barely making enough money through streaming. Many musicians depend on goods and, to a greater extent, on tours. Given that podcasters do not enjoy as much public attention as musicians, such a strategy would probably not be feasible for them.
But I still like the idea of a marketplace where I can select my podcast app based on my UX preferences, even if it means paying another monthly subscription. At least that would mean I wouldn’t have to switch between Apple, Spotify, Amazon Music and co podcasts just to keep up with all my favorite spoken word content.
And what does Google do?
As always, it seems that Google is just looking from the sidelines with a product that is not up to the challenge. The search giant’s Podcasts app may look stylish and may be pre-installed on all Android phones as part of the Google app, but it’s not exactly well-publicized and doesn’t offer blocking or subscription mechanisms. Personally, I like the experience for its syncing capabilities with Google Home and Nest devices, but Google may soon be left in the dust with little or no interesting content, as larger podcast makers disappear due to exclusive offers. Don’t expect Google to be the Knight of Shining Arms here, basically.
Main image: Austin Distel on Unsplash.