Apple plans to Fund exclusive podcasts

Joanna Estrada
July 19, 2019

Apple wants to fund podcasters who offer their shows exclusively via its podcasting platform.

According to a Bloomberg report, Apple has approached a set of media outlets about the possibility of buying exclusive podcast rights, something it has previously avoided. One can presume its work on creating original programming for Apple TV Plus may have help change its mind.

Since the creation of Podcasts in iTunes in 2005, Apple took no steps to monetize.

And though Apple still holds a 50-70% market podcasts, users tend to switch to a competing platform with exclusive content, like Spotify and Stitcher.

The report compares this to "podcast pioneers" who've been listening for more than four years: 44% of them use Apple Podcasts, 28% Google Podcasts and 24% Spotify. With podcasting accounting for $479m in U.S. ad sales in 2018, it's also possible that Apple has chose to get in on the action much in the same way as its adverts on the App Store itself.

The move is created to put pressure on its closest podcasting competitors, including Spotify and Stitcher, according to the report, and it echoes the strategies of the likes of Netflix and Amazon who have invested millions in video content to promote their video streaming services.

Expect some major moves in the podcast world.

Other reports by Click Lancashire

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