In a notable shift for its podcast business, The New York Times is set to launch subscription options on Spotify and Apple Podcasts, allowing listeners access to exclusive content and archived episodes. While users can still enjoy the most recent episodes of popular shows like *The Daily* and *The Ezra Klein Show* for free, subscribers will need to pay for access to past episodes and early releases from *Serial Productions*.
The subscription will be priced at $6 per month or $50 annually, with the changes rolling out next month. Ben Cotton, head of subscription products at The Times, explained that this move aligns with their goal to extend their audio offerings directly to where their listeners already engage with their content. He stated, “We see it as kind of a natural next step to extend our business from an audio standpoint.”
For existing Times subscribers, including home delivery and all-access members, the transition will be seamless. They can continue to listen on Spotify and Apple Podcasts by verifying their subscriptions, ensuring uninterrupted access to their favorite shows.
The Times aims to leverage this subscription model to generate more meaningful revenue that will be reinvested into creating additional audio content. Paula Szuchman, the Times’s director of audio, highlighted the potential for this strategy to enhance their journalism offerings: “The goal is that it gives us more opportunities to invest in more journalism and more shows and podcasts.”
With plans for new shows like *The Interview* and *The Headlines*, which complements *The Daily*, The Times is focused on expanding its audio portfolio.
This is the first time The Times is implementing subscriptions for podcasts on these major platforms, and Cotton noted that the organization will closely monitor listener engagement and be open to adjustments as needed. The approach for *Serial* is particularly unique, as it allows listeners to engage with the story before transitioning to a subscription model for subsequent episodes.
Cotton remarked, “We think if someone really wants to listen to it, and there’s another episode that’s available, we think that’s going to be very compelling as a reason to want to subscribe.”
As The New York Times embarks on this new chapter in its audio strategy, the industry will be watching closely to see how this innovative approach influences podcasting and subscription trends in the evolving media landscape.
