At the annual On Air Fest hosted by Bloomberg Media, podcast executives discussed their efforts to monetize content through various subscription models. This shift aims to complement or replace traditional advertising revenue. The New York Times is one of the early adopters of this strategy, launching an audio app and testing subscriptions on platforms like Apple Podcasts and Spotify. Attributing the adjustments to current data assessments, Ben Cotton emphasized the importance of measuring engagement and retention alongside conversion rates as they navigate this evolving landscape.
"The data is still pretty early. We're just a few months in... but we're optimistic about it so far. We have to wait and see in terms of things we typically look at [to measure our] subscriptions businesses."
"access rules â such as for its shows 'Hard Fork' and 'Modern Love' â where listeners can consume the most recent episodes for free, but have to pay to listen to those shows' archives."
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