New VIP+ Analysis: It seems likely that more consumers will start paying for podcasts because of Apple simplifying the process to do so.
It’s curious these companies are making such a push given the reluctance that so many have toward paying up for podcasts. 75% of U.S. podcast user-respondents said they had never paid in any way to listen to a podcast. That figure was almost flat from the percentage who said as much when asked the same question in June 2020.
But consider the possibility that some consumers answering these survey questions have had to go through a cumbersome process to pay for a podcast previously.
“...the thing that I was always banging on about at Slate was we’ve got to reduce the number of clicks to get the bonus content for subscribers.” This process could trickle down to benefit other platforms that offer paid podcasts , and that should be exciting to podcast studios looking to have a more predictable revenue stream.
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