Apple's split of the classic Mac application iTunes into separate music and TV apps came after it decided to offer subscription audio and video services; Now another previous part of iTunes – podcasts – is supposedly set to get its own special reason to be. According to Bloomberg, Apple is planning to fund a set of exclusive podcasts that will set their own iOS and macOS programs apart, a surprisingly delayed decision giving the company's 14-year history of podcasting media.
Today's report says Apple's goal is partly to "keep competitors Spotify and Stitcher in check" by identifying and financing specific podcasts from media companies, and creating exclusive offers that have previously been away. Placing itself as a modern alternative to live radio, streaming leader Spotify has specifically funded pre-recorded shows from celebrities and innovators, wooed independent podcasts, and invested hundreds of millions of dollars into podcasting companies. Apple Music, on the other hand, has offered live radioactive programming by employing music decays, but has not used podcasts to provide subscribers.
Apple joined the podcast world in 2005 by adding a podcast directory to iTunes 4.9, radically increasing the potential for what was then almost exclusively amateur audio recording ̵
Today, Apple's Podcast apps on iPhones and iPads are responsible for 50-70% of most podcast listeners, while Spotify is said to be responsible for 10-20% of all podcast listeners, in some cases bringing 50% by the audience to non-exclusive shows. The increased visibility of the new standalone macOS Catalina Podcasts app (shown above) can increase Apple's numbers, as iTunes & # 39; podcast directory was anything but hidden in its massive interface.
It is unclear what types of podcasts Apple comes back financially, and whether it will begin to "pick favorites" by supporting certain broadcasters over others. However, as the firm rolled out podcast analysis tools to help content creators measure audience and performance, it would probably focus on exclusions that are likely to attract large numbers of listeners, including the kind of celebrity and luminary content that it has already targeted for its subscription service, Apple TV +.