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Media Briefing: Podcasters test different types of paywalls for subscriptions

Feb 20, 2025 - digiday.com
The Media Briefing discusses the growing trend of podcast subscriptions as a revenue stream, highlighted at the On Air Fest podcast business summit. Podcasters are experimenting with various subscription models to complement or replace advertising revenue. The New York Times, for instance, has launched subscriptions on platforms like Apple Podcasts and Spotify, offering free access to recent episodes while charging for archives. Other podcasters, like Recho Omondi and the hosts of "2 Black Girls, 1 Rose," have used platforms like Patreon to monetize their content, balancing subscription and advertising revenue. The challenge remains to find the right balance between subscription and ad revenue, as putting content behind a paywall can impact ad income.

Additionally, the briefing covers other media industry updates, including Hearst CEO Steve Swartz's prediction of a challenging 2025 due to reduced political ad spending and cord-cutting impacts. The New York Times has approved the use of some internal AI tools for its staff, while The Guardian has signed a content licensing deal with OpenAI. Meanwhile, several legacy publishers have filed a lawsuit against AI startup Cohere for copyright infringement, accusing the company of using copyrighted works to train its language model.

Key takeaways:

  • Podcasters are exploring various subscription models to boost recurring revenue, with The New York Times testing access rules for its shows to balance free and paid content.
  • Recho Omondi's fashion podcast "The Cutting Room Floor" saw growth in Patreon subscribers and social media followers after introducing video podcasts.
  • Balancing subscription and advertising revenue remains a challenge, with some podcasts moving premium content in front of the paywall for popular episodes.
  • The Guardian signed a content licensing deal with OpenAI, while also participating in a lawsuit against AI company Cohere for copyright infringement.
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