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How Dateline NBC looks to cultivate its podcast business with Apple

Dateline, NBCs true crime newsmagazine show, offers a paid podcast subscription through Apples in-app product starting today.

The offering gives subscribers an ad-free listening experience across Datelines roster of nine podcasts and showcasts, one-week early usage of new episodes and series and bonus episodes on a monthly basis. The subscription costs $2.99 per month or $29.99 per year, with a seven-day trial offer option. Apple requires a 30% commission in a subscriptions first year, before dropping right down to 15%.

Podcasts are another extension for all those that dont desire to or dont watch the tv screen program to see it. Its also an incentive for superfans, said David Corvo, Dateline NBCs senior executive producer.

As yet, Datelines podcasts made revenue through inserted ad spots. Apple first introduced paid podcast subscriptions to its Apple Podcast app last April, providing another avenue for podcasters to create revenue from their work and giving listeners a choice to take content without ads.

Since June 2021, the amount of Apple Podcast subscribers went up by a lot more than 300%, a spokesperson said. Over 25% of the very best 100 shows in Apples Top Shows chart now provide a subscription. Apple declined to talk about how many subscriptions or subscribers it is wearing Apple Podcasts.

The initial perk Dateline podcast subscribers are certain to get is really a bonus episode from correspondent Josh Mankiewicz, on the market. The episode can be an update on the disappearance of a Louisiana scholar, a decade following the original Dateline episode aired.

Subscribers are certain to get early usage of the initial two episodes of Datelines tenth podcast, called Internal Affairs and hosted by Mankiewicz, weekly before its official debut on Sept. 20. They’ll continue steadily to get an episode weekly early for all of those other series.

Each and every bout of Internal Affairs is approximately provided that a Dateline hour with commercials and credits removed, Mankiewicz said. Thats among the advantages of podcasts. It is possible to give [the audience] everything.

Datelines podcasts often go deeper in to the true crime stories told on TV or provide updates on stories covered during the past.Dateline moved in to the podcast space in 2019.

The podcasts give us a chance to tell stories in different ways. Within an expanded way. In ways where weren’t beholden to a network clock with a particular amount of minutes and a particular amount of commercial breaks. It offers us a bit more freedom, said Dateline executive producer Liz Cole.

Datelines showcasts may also be popular the audio version of Datelines TV broadcasts have drawn 775 million downloads since its 2019 launch, with over 30 million downloads in July, in accordance with a Dateline spokesperson citing Simplecast data.

Because of the ebbs and flows of article marketing (influenced by factors such as for example just how many nights weekly Dateline is on NBC), the Dateline team have not yet had a need to expand its staff to create the podcasts or the excess episodes, Cole said.

Were really sort of used to expanding and contracting and when someone includes a little downtime on a genuine story theyre producing for television, we’ve them help you with the podcast, Cole said.

By Friday afternoon, Dateline NBC was no. 6 on Podtracs rankings of the very best 10 podcasts in July, predicated on unique U.S. monthly audience.

Datelines podcast subscription comes just over weekly after Apple introduced two new subscription-focused podcast charts, including Top Subscriber Shows and Top Subscriber Channels, which rank the very best 100 shows and channels supplying a subscription in the U.S., U.K., Canada and Australia.

Dateline is among the hottest channels on Apple Podcasts, the Apple spokesperson said. By Friday afternoon, Dateline was no. 8 on Apples podcast chart, no. 3 in the real crime category. Dateline, which begins its 31st season the following month, is NBCs longest-running primetime series.

While making additional revenue is really a benefit to a media company having an Apple Podcast subscription offering, as a broader audience development strategy it has its challenges, said Melissa Chowning, founder and CEO of audience development and marketing firm Twenty-First Digital, within an email. Mainly, that the listener is subscribing through Apple, not just a publishers own platform, meaning the info isn’t theirs. Im not getting a contact address, any first-party data or the capability to connect to that subscriber on my terms, she said.

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