Apple final month unveiled its plans for paid podcast subscriptions in a newly redesigned Apple Podcasts app. Now, it’s introducing a brand new program that can assist podcast creators develop their subscriber base: affiliate advertising and marketing. The firm’s “Apple Services Performance Partner Program,” which already exists to assist market different Apple companies like Apple TV, Apple News and Apple Books, is as we speak expanding to incorporate paid podcasts.
The new program — “Apple Services Performance Partner Program for Apple Podcasts” (whew!) — shall be open to anybody, although the corporate believes it’s going to take advantage of sense for publishers and creators who have already got an viewers and a variety of advertising and marketing channels the place they’ll share these new affiliate hyperlinks. When customers convert by clicking by means of one of many hyperlinks and subscribe to a premium podcast, the accomplice will obtain a one-time fee at 50% of the podcast subscription value, after the subscriber accumulates their first month of paid service.
So, for instance, if a paid podcast was charging subscribers $5 per 30 days, the fee could be $2.50. This fee would apply for each new subscriber that signed up by means of the affiliate channel, and there’s no cap.
Podcast creators may use the affiliate hyperlinks to advertise their personal paid applications, which might permit them to generate incremental income.
While anybody can apply to join the affiliate program, there’s an approval course of concerned. This is especially about preserving spammers out of the program, and guaranteeing that these signing up do have a minimum of some advertising and marketing channels the place they’ll distribute the hyperlinks. The sign-up kind asks for particular standards — like what number of channels can be found and the way the accomplice intends to make use of them to advertise the affiliate hyperlinks, amongst different issues.
The program shall be made accessible to anybody within the 170 nations and areas the place paid podcasts subscriptions are being made accessible.
Once authorized and signed in, affiliate companions will acquire entry to an on-line dashboard the place they’ll create hyperlinks (i.e. shortened URLs) very like some other affiliate program. They may create a number of URLs for an particular person podcast to make it simpler to trace how nicely completely different channels are performing. The URLs might be posted on their very own, tied to a “Listen on Apple Podcasts” badge, or might be made accessible as a QR code. The latter could make extra sense when dwell occasions return, because it might be printed on signage or in flyers that had been distributed throughout a dwell taping, for instance. It additionally might be utilized in different kinds of promoting, together with each print and digital.
Though premium podcasts already existed, till extra not too long ago that usually concerned paying a podcaster on to entry a non-public RSS feed. Smaller companies like Stitcher additionally used subscriptions to supply paying clients with a collection of perks, like ad-free listening and unique content material. The new efforts by each Apple and Spotify are targeted on wooing creators to their platforms, the place they’ll take a lower of the subscription revenues. Spotify is waiving its 5% fee for the primary two years, whereas Apple is employing its usual model of 30% in yr 1 that drops to 15% in yr two.
While folks can start to enroll within the new affiliate program beginning as we speak, paid podcasts aren’t truly launching till later this month, per Apple. When they do, these enrolled within the affiliate program will be capable of create hyperlinks and start incomes commissions on subscriptions.