Podcast Subscriptions Insights with NPR’s Joel Sucherman

Podcast subscriptions are a hot topic with A LOT of speculation about what may happen. The reality is, it’s far too early to know how successful podcasts by subscription will be. The variables are considerable. Podcasts are abundant and free, thus asking people to pay doesn’t, at the outset, appear to be a winning gambit. It can also be a clunky experience figuring out how to pay (at least using Spotify). Even more important is the content. Publishers and creators will need to find the sweet spot of what offerings resonate with people inundated with pitches for streaming services and the elasticity of the credit card.

All that said, there may not be a podcaster in a better position to benefit from subscription podcasts than NPR with a monthly podcast audience of over 20 million among their 47 shows and a long broadcast history of listener donations.

Over the years, no organization has been more thoughtful in launching new audio initiatives. NPR has been at the forefront of podcasting, from content and monetization to measurement and ancillary audio initiatives like smart speakers.

During these 10+ years of innovation, NPR’s Vice President for New Platform Partnerships, Joel Sucherman, has led the way. I sat down with him to talk through the potential of podcast subscriptions.