By offering exclusive shows like NBC’s true crime newsmagazine show, Dateline on Apple Podcasts Subscription, DigiDay claims that the paid tier of Apple Podcasts has seen over 300% growth since its launch because it offers an ad-free listening experience to super fans.
The Cupertino tech giant introduced Apple Podcasts Subscription and Channels in June 2021. The service provides an opportunity for podcast creators to monetize their content and offer exclusive features to subscribers.
Apple Podcasts Subscription and Channels service is mutually beneficial for creators and the tech giant
The podcast industry is booming, and Apple has started to capture a decent share of that market. The report states that the paid subscribers base on the service has grown by 300% since its launch and now 25% of Top shows on the Apple Podcasts app offer a subscription tier.
Dateline is one of the most popular channels on Apple Podcasts, the Apple spokesperson said. As of Friday afternoon, Dateline was no. 8 on Apple’s podcast chart, and no. 3 in the true crime category. Dateline, which begins its 31st season next month, is NBC’s longest-running primetime series.
As listeners have to make an in-purchase for a subscription and channel through the Apple Podcasts app, the tech giant earns a commission: a 30% commission for the first year and then drops it to a 15% commission.
Furthermore, the paid podcast subscription also provides an opportunity for creators to elevate subscribers’ listening experience and a more stable source of revenue.
For $2.99 per month or $29.99 per year, Dateline will offer its entire roster of podcasts and showcasts to subscribers and an ad-free listening experience, along with other exclusives.
The first perk Dateline podcast subscribers will get is a bonus episode from correspondent Josh Mankiewicz on Sept. 1. The episode is an update on the disappearance of a Louisiana college student, a decade after the original Dateline episode aired.
Prior to offering the paid subscription, Dateline earned revenue by running ads. David Corvo, Dateline NBC’s senior executive producer said;
Podcasts are “another extension for those that don’t want to or don’t watch the television program to experience it. It’s also a reward for superfans.”