Apple has unveiled a new initiative known as Apple Podcasts Spotlight, designed to showcase emerging podcast talent within the United States. Each month, Apple’s editorial team will handpick promising podcast creators for featured placement within the Apple Podcasts application and across various promotional channels, including social media platforms.

This program intends to broaden the reach of these creators, functioning similarly to the App Store’s curated selections of recommended applications and games displayed prominently at the top of the screen.

The inaugural Spotlight creator is Chelsea Devantez, the host of the podcast Celebrity Book Club. Every Friday, Devantez and a rotating group of guests – including Emily V. Gordon, Gabourey Sidibe, Ashley Nicole Black, and Lydia Popovich – will discuss memoirs penned by prominent female celebrities, as described in the program’s announcement.

The podcast originated a year ago when Devantez began sharing her thoughts on Jessica Simpson’s memoir via Instagram. The enthusiastic response from her followers led her to develop the idea into a full-fledged podcast.

Future episodes are scheduled to include Oscar-nominated writer and producer Emily V. Gordon discussing Drew Barrymore’s “Little Girl Lost;” actress Stephanie Beatriz analyzing Celine Dion’s memoir “My Story My Dream;” Leighton Meester exploring Carly Simon’s “Boys in the Trees;” and a special Valentine’s Day installment featuring Chelsea and TikTok personality Rob Anderson examining the contrasting divorce memoirs of Burt Reynolds and Loni Anderson.

“Apple Podcasts Spotlight is dedicated to helping listeners discover exceptional podcasts by highlighting creators with distinctive perspectives,” stated Ben Cave, Global Head of Business for Apple Podcasts, in a press release. “Chelsea Devantez has cultivated a lively and engaging platform with Celebrity Book Club, offering listeners fresh insights into well-known personalities. We are thrilled to recognize Chelsea and Celebrity Book Club as our first Spotlight selection and anticipate introducing similar creators to our audience on a monthly basis,” he continued.

Apple indicates that future Spotlight selections will be announced monthly, representing a diverse range of podcast categories, styles, and geographic locations, with a particular emphasis on independent and underrepresented voices. All selected content will be reviewed for quality, though there are no specific criteria regarding podcast size or existing audience numbers.

Generally, new Spotlight creators will be featured at the beginning of the week, though the exact launch dates will be flexible to accommodate holidays, significant cultural events, and other considerations. The next Spotlight selection is planned for release in mid-February.

These featured creators will be prominently displayed at the top of the Browse tab within Apple Podcasts and will also be promoted through Apple Podcasts’ official social media channels. Consistent in-app promotion will continue throughout the entire month of their feature.

Apple also plans to collaborate with the featured creators to promote their work on their own respective platforms. Over time, promotional efforts will expand to include additional Apple-owned channels, such as outdoor advertising in major U.S. cities.

This announcement follows a recent report from The Information suggesting Apple is developing a podcast subscription service, potentially challenging competitors such as Spotify, SiriusXM, and Amazon.

While Apple Podcasts currently maintains a leading position in the market, Spotify has been actively gaining ground through investments exceeding $800 million in podcasting companies, including Anchor, The Ringer, Gimlet Media, and, most recently, Megaphone.

SiriusXM has also expanded its presence in the podcasting space through acquisitions of Simplecast, AdsWizz, and Stitcher. Amazon recently announced its acquisition of the podcast network Wondery.

Beyond supporting creator growth, Apple states that the overarching objective of this program is to attract new listeners to the podcasting medium as a whole.

Despite the increasing popularity of podcasts, Edison Research indicates that only 37% of the U.S. population listens to podcasts monthly. This suggests that podcasting has not yet reached mainstream adoption. Apple’s focus on expanding the listener base is seen as a crucial step before introducing a potential subscription service.

Apple has not yet indicated whether the Spotlight program will be extended to international markets in the future.