Consumers Aren’t Ready to Pay for Podcasts but Platforms Keep Trying

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Consumers Aren’t Ready to Pay for Podcasts but Platforms Keep Trying
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Companies have long tried to gain a critical mass of paying monthly podcast listeners, with varying degrees of success The most recent entrant to the paid podcast space? See: Podhero, which launch…

Companies have long tried to gain a critical mass of paying monthly podcast listeners, with varying degrees of successand charges listeners $5-$6 per month . The amount gets split up evenly and sent to all the podcasters on Podhero that listeners subscribe to.

But avoid the desire to conflate: Podhero is set up more as a bulk-pod-donation platform, rather than something offering splashy exclusives for a fee, i.e. a Luminary-“Netflix for Podcasts” type . However, regardless of the more altruistic positioning, Podhero may struggle to become more than a niche podcast product.data partner YouGov. The survey found that, among U.S. adult podcast listeners who’ve never paid for or donated to a podcast, 80% said it was “not very likely” or “not at all likely” that they would pay or donate to access or listen to a podcast in the next year. Just 20% said they were “very likely” or “somewhat likely” to do so.

Additionally, just 17% of U.S. adult podcast listeners said they had ever paid or donated to access or listen to a podcast, while 78% said they had not. The figures aren’t exactly inspiring for paid podcast biz stakeholders, and helps shed light on why Luminary hasThis doesn’t mean there’s no hope for a Luminary or Podhero type, but it does indicate there may be no hope in expecting much of the broader podcast listener to pay for podcasts.of free high-quality podcasts available likely makes paying for podcasts a tough sell to the average listener.

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