Why podcasters are selling subscriptions through third-party vendors

As more podcasters offer subscriptions around their shows to build a more direct relationship with listeners and an additional revenue stream, many podcasters are looking beyond Apple and Spotify’s subscription platforms to third-party vendors like Supporting Cast and Supercast.

“We are seeing an appetite for subscriptions, But we need more competition than just Apple in the market,” said Sony evp and co-head Steve Ackerman.

The main reasons for this are threefold: more access to listener data, not being beholden to one platform in particular and more favorable revenue share deals, podcast executives told Digiday. Apple and Spotify don’t share data like subscribers’ email addresses or credit card information with podcasters. Apple takes 30% of subscription revenue from podcasters. Spotify takes 5%.

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