Apple reportedly wants to expand its offering of original podcasts. In addition, the company is looking for a new executive to lead the movement.
Original Apple podcasts support other intellectual properties
The change is apparently related to the promotion of Apple TV + content. Currently, Apple is focused on acquiring podcasts that are linked to existing content in the streaming service or that can be turned into TV shows or movies. The new manager hired to lead this work will report to the company’s podcast manager, Ben Cave. Rich Greenfield, an analyst at LightShed Partners, said Bloomberg News that the original podcasts could take on other intellectual property, even if it didn’t make a lot of money for Apple. Greenfield said:
The audio consumer market and the ability to use intellectual property to transform itself into other forms of intellectual property are really interesting.
Apple did not invest much in the creation of original programs. He certainly follows his rival Spotify, who exclusively signed The Joe Rogan Experience for $ 100 million this week. This is despite the fact that Apple provides a platform, if not the most important, to listen to that content.