Podcast Subscription: A Bold Move
A digital media company dives into the podcast realm, seeking independence and new audiences.
- A podcast subscription launched to gain independence from platforms like Spotify.
- Early results showed a surprisingly strong start, exceeding expectations.
- The company aims to attract younger and more diverse audiences.
In February, the digital media company made a strategic move to offer a podcast subscription. This move aimed to reduce reliance on platforms like Spotify.
Christian Röpke, Chief Product Officer, shared insights in an interview. He acknowledged the challenges but expressed optimism about the company’s innovative approach.
Beyond the Numbers
Is the podcast subscription a new product or a deepening of existing offerings? According to Röpke, the company is constantly exploring new avenues while also enhancing its successful core products.
Röpke highlighted the company’s early entry into the market with this innovative podcast subscription. The company is also exploring platforms like TikTok and social media to connect with audiences.
Pricing and Community Reaction
Determining the right price for a podcast subscription was a challenge, given the prevalence of free content. The initial response, however, has been better than anticipated.
The company saw that offering a podcast subscription didn’t negatively impact its digital subscriptions. It experienced a rise in new subscribers with the documentary podcast “Elena.” In just three weeks, they gained a significant number of trial subscriptions.
The success of the documentary podcast and archive formats fueled further investment in this area. The company is aiming to expand its offerings. It hopes to attract a new, younger, and more diverse audience than the existing online readership.
Exploring New Platforms
The company’s editorial presence on TikTok is a recent development. While not yet generating revenue, the company recognizes the importance of reaching future audiences where they are.
The company recognizes the change in the digital landscape, which requires them to seek out target audiences. Their goal is to strengthen their print and digital offerings. They plan to actively engage with platforms where their target audiences are.
For example, through its study orientation offer, Hey studies, the company uses TikTok to connect with potential students. This approach has resulted in increased traffic to its online platforms.
The success on TikTok is currently measured by reach. The company views its presence on TikTok as a positive step. They feel it is important to be present as a quality medium. They want to reach young people there with their offerings.
