With iTunes it has been the preferred and chosen place for all podcasts to broadcast their content. In fact, apple users are also the most likely to consume this type of content. However, Spotify and other platforms are betting heavily on this industry in recent months. Apple’s response? Perhaps to produce original content.
According to Inside, since Cupertino they seem to have hired Emily Ochsenschlager, who was formerly a podcast director at National Geographic . Before her time at National Geographic, where she created the brand’s first podcast, she spent 15 years at NPR as a producer and editor.
The report suggests that Emily Ochsenschlager is only the first of many podcast related hires Apple will make in the coming weeks. The idea would be to build a team focused on creating and producing podcasts for themselves and for Apple Podcasts.
Currently, Apple Podcasts serves primarily as a podcast distribution platform. Podcasters upload their podcasts and in return Apple offers a huge number of users who have access to them thanks to Apple Podcasts (and third-party apps) on millions of devices. It is, in general, a distribution platform .
This could soon change, something even Bloomberg predicted in the middle of this year. The idea would be to do something similar to what we have in creating series and movies under Apple Originals. That is, that Apple finances the creation of podcasts by the podcasters in exchange for an exclusivity in Apple Podcasts and (maybe) also in exchange for a premium subscription to Apple Podcasts. Get ready for Apple Podcasts+.
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At the moment none of this is confirmed , although this kind of thing is difficult for Apple to hide (we saw it with Apple TV). We’ll see in the next months if more details about this come up. Spotify, which acquired Gimlet and Anchor, now offers not only the distribution of podcasts in its app, but also the creation of exclusive podcast content that can only be heard on Spotify. And it’s working for them.