In a perfect walled garden, all digital goods and services would be on equal footing and creators would all have an equal chance to succeed. In the real world, this is simply not the case.
According to a report from Semafor, a podcaster looking to be featured in one of the top spots on the Podcast app’s Browse tab should start by joining Apple Podcasts subscriptions, which offer listeners “premium benefits like ad-free listening , early access and bonuses. episodes” for a monthly fee. Podcasters must join the Apple Podcasters program for $20 per year. And of course, Apple takes its standard 30% cut of all subscription revenue.
Semafor reports that when “an independent podcast manager” contacted Apple about getting a featured spot in the Podcast app, it was “suggested that the show participate in the platform’s new subscription program.” A second podcaster told the publication that the subscription plan was “worth participating in for the benefit of podcast feed placement.”
Of course, that doesn’t mean that podcasters who don’t participate in the program don’t have a chance at securing a coveted carousel spot. A quick scan of current shows at the top of the screen shows a mix of subscription and non-subscription podcasts, although most are from big names including NASA and Serial. Semafor’s report indicates that smaller podcasts could have a much harder time securing a coveted spot in the carousel if they aren’t part of Apple’s Podcaster program.
