Apple has just announced that they’re launching premium subscription features for podcasters. This is, needless to say, a big deal for the podcast industry. As part of Slate, one of the first podcasters to create, sell, and distribute premium audio content through podcast apps, we understand how intensely listeners value podcasts and how ready they are to pay for more content and a better listening experience. Apple is smart to finally offer this feature set.
So, you’re wondering, where does this leave Supporting Cast, our clients, Slate Plus, and other premium podcast membership offerings and platforms like Patreon? Our partners include a number of the podcasters that were part of the rollout, including Pushkin, Pinna, and others that haven’t yet been announced. What’s our role in the market if podcasters can sell subscriptions directly through the industry’s leading podcast app?
The short answer is that Supporting Cast is well positioned to continue our rapid growth. Our podcasters have added an average of 20,000 users per month to our platform since last summer. With some upcoming launches we’re now working toward, we expect that figure will soon grow by a factor of five.
There are a few key reasons why a podcaster would work with Supporting Cast or build their own subscription offering instead of—or in addition to—working with Apple:
The number one challenge we have in getting podcasters to consider working with Supporting Cast is simply that people aren’t used to the idea of a paid podcast. Apple’s push into premium content will help the industry understand how much revenue they are leaving on the table by not giving their listeners something to pay for. We’re already working with a number of their launch partners, and hoping we can soon bring the rest on board.
Hit us up to let us know what you think about the news, or to learn more about Supporting Cast! firstname.lastname@example.org.