Spotify Opens Podcast Subscriptions to All US Creators

Spotify Expands Podcast Subscriptions to All U.S. Creators

Access to Podcast Subscriptions on Spotify is now being broadened to encompass all podcast creators located within the United States. This follows an initial testing phase launched in April with a select group of creators.

Utilizing Anchor for Subscriber-Only Content

Podcasters, regardless of their size, can now utilize Spotify’s creation tool, Anchor, to designate specific episodes as exclusive content for subscribers. These episodes will then be published on both Spotify and other podcasting platforms.

Since the initial launch, over 100 podcasts have integrated the subscription model, according to Spotify. Feedback gathered from these early adopters has prompted the company to implement key adjustments to both pricing structures and the overall functionality of the service.

Flexible Pricing Options

Previously, creators were limited to three monthly price points: $2.99, $4.99, and $7.99. This allowed them to select the option most suitable for their audience.

However, Spotify recognized a demand for greater pricing flexibility. Consequently, the number of available price points has been expanded to 20, ranging from as low as $0.49 to a maximum of $150.

Pricing Guidance and Subscriber Contact Access

Spotify’s research indicated that creators desired some guidance when establishing pricing. Therefore, the platform will now present three tested price points – $0.99, $4.99, and $9.99 – before displaying the remaining 17 options. The $4.99 price point demonstrated the strongest performance during testing.

Beyond pricing control and access to a private RSS feed for listeners using alternative podcast applications, Spotify will now provide creators with a downloadable list of subscriber contact information. This feature enables more direct engagement with their subscriber base and the potential to offer exclusive benefits.

Competition with Apple’s Podcast Subscriptions

Spotify is not alone in offering paid podcasting options. Apple recently unveiled its own podcast subscription platform. Currently, Spotify’s service is more competitively priced.

Apple will retain a 30% commission on podcast revenue in the first year, decreasing to 15% in the second year. Spotify, in contrast, will not charge any commission for the next two years, allowing creators to keep 100% of their subscription revenue until 2023.

Following 2023, Spotify intends to implement a 5% commission on subscription revenues.

A Stance Against App Store Policies

This move into a marketplace model highlights Spotify’s position as a critic of Apple’s App Store policies. The company has long argued that Apple’s commission on Spotify’s own subscriptions is an anticompetitive practice, particularly given Apple’s simultaneous role as a competitor through Apple Music and its own podcast subscriptions.

Current Podcast Offerings and Platform Flexibility

Currently, Spotify hosts a variety of subscription-based podcasts, including prominent names like NPR, alongside independent creators such as Betches U Up?, Cultivating H.E.R. Space, and Mindful in Minutes.

Creators utilizing Spotify are not locked into the platform; they can distribute private RSS feeds to their subscribers and publish content on other platforms, including Apple Podcasts.

Differences in Subscription Models

Apple’s subscription service allows creators to offer subscriptions to individual shows, bundled “channels,” or freemium access. Customer email collection on Apple’s platform occurs through links within show notes, opening within the app.

Spotify, conversely, directs subscribers to sign up via URLs within the Spotify app. This redirects listeners to a webpage where they can provide their email address.

Addressing Early Challenges

The broader launch of Spotify’s Podcast Subscriptions comes amid reports of issues with Apple’s subscription service. Creators have voiced concerns regarding bugs, confusing interfaces, and interoperability problems.

Spotify reports a waitlist of “thousands” of creators interested in accessing its podcast subscription features.

International Expansion

Spotify plans to extend access to international listeners starting September 15, granting them access to subscriber-only content. Shortly thereafter, Podcast Subscriptions will become available to creators internationally as well.