Increasingly, podcasts are adopting a paywall model as the industry seeks new revenue streams. By offering exclusive content, ad-free episodes, and early releases behind paywalls, podcast creators—from major media outlets to independent producers—are capitalising on loyal audiences willing to pay for premium experiences.
Acast recently launched Acast+ Access, a subscription model that allows news publishers to integrate their existing paywalls into platforms like Apple Podcasts. This means publishers can now bundle podcasts into their inclusive packages without relying on proprietary apps or external hosting. A recent Acast survey found that 27% of consumers are more likely to subscribe if podcast benefits are included, highlighting the potential of podcasting as a revenue generator. Alexandra Fuller, senior partnerships manager at Acast, explained that Acast+ Access allows publishers to retain ownership of their customer relationships. For example, subscribers to bonus content from The Economistremain within The Economist’s ecosystem rather than Apple’s or Acast’s, giving publishers greater freedom to maintain their relationship with their audience.
The New York Times is also joining the paywall trend with a new podcast subscription service priced at $6 per month on platforms like Apple Podcasts. Archived episodes are placed behind a paywall, while the most recent episode remains free. According to Paula Szuchman, the Times’ director of audio, the revenue will be reinvested into expanding their journalism and producing more shows, helping them grow their audio offerings.
These premium services offer more than just paywalled content. Subscribers gain access to ad-free listening, exclusive episodes, early content releases, and personalised experiences. Independent podcasters are also leveraging this model to monetise their content and build deeper connections with their listeners.
However, the success of these paid models depends on balancing exclusivity with accessibility. Too much content behind paywalls could alienate potential listeners, and podcast creators must carefully consider how much they charge for access without shrinking their audience. This is particularly important for media companies using podcasts as an advertising platform, where maintaining broad reach is crucial. Interestingly, Spotify UK, a top platform for paid audio ads, reported that none of their brands are currently implementing paywalls, suggesting the trend is evolving differently in the UK media landscape.
