Apple's podcast share has slipped from 80% to 63% in recent years, so it likely hopes offering exclusive originals will protect its dominance:
; and it continues to remove friction from podcast discovery and delivery on its app. Securing exclusive podcasts for its platform could give Apple some increasingly necessary insurance against Spotify's advancements.Despite recent buzz about podcast subscriptions, it's pretty unlikely that Apple aims to convert the exclusive rights it obtains into a paywalled,"Netflix for podcast" product.
Apple currently makes no direct money from podcasts distributed on the Podcasts app, and hasn't shown a desire to do so. Plus, at least so far, subscription-based podcast services likely aren't compelling enough for consumers who are acclimated to accessible, free content. The chief example is Luminary, which launched this spring, and has reportedlyThe bigger picture:
Apple could be moving toward free, high-quality exclusive content as a marketing device to attract and retain consumers — a member perk somewhat like Amazon Prime Video is to Prime. It's conceivable that Apple views exclusive podcasts as a path to further boost the overall value of its hardware ecosystem, in tandem with its broader
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