Dateline, NBC’s true crime news magazine show, is offering paid podcast subscriptions through Apple’s in-app product today.
The service offers subscribers an ad-free listening experience on Dateline’s roster of nine podcasts and showcasts, new episodes and series each month, and one week of early access to bonus episodes. Subscriptions cost $2.99/month or $29.99/year with a 7-day free trial option. Apple takes his 30% commission in the first year of the subscription, then drops to 15%.
Podcasts are “another extension for those who don’t want or don’t want to watch TV shows. It’s also a treat for superfans,” says David Corvo, Senior Executive Producer at Dateline NBC. said.
Historically, Dateline’s podcasts have been monetized by inserted ad spots. Apple first introduced paid podcast subscriptions to his Apple Podcasts app last April. It gave podcasters a new way to monetize their work and gave listeners the option to consume content ad-free.
Apple Podcast subscribers have increased more than 300% since June 2021, a spokesperson said. Over 25% of the top 100 shows on Apple’s Top Shows chart now offer subscriptions. Apple declined to share the exact number of Apple Podcasts subscriptions or subscribers.
The first benefit that Dateline podcast subscribers will receive is a bonus episode by correspondent Josh Mankiewicz, available today. This episode is an update on the disappearance of a Louisiana college student, ten years after the original Dateline episode aired.
Subscribers will get early access to the first two episodes of Dateline’s tenth podcast, called “Internal Affairs,” hosted by Mankiewicz, one week before its official debut on September 20. series.
With commercials and credits removed, Mankiewicz said, “every episode of Internal Affairs is as long as the time on the dateline.” “This is one of the great things about podcasts, he said. You can give [the audience] All details. “
Dateline’s podcasts often delve into true crime stories told on TV or provide updates on previously covered stories. Dateline moved into the podcast space in his 2019.
Podcasts “give me an opportunity to tell my story in a different way. It gives us a little more freedom,” said Dateline Executive Producer Liz Cole.
The Dateline showcast is also popular. Citing data from his Simplecast, a Dateline spokesperson said the audio version of Dateline’s telecast had 775 million downloads since its launch in 2019, and in July He has been downloaded over 30 million times.
Due to the “up and downs” of content creation (depending on factors such as how many nights a week Dateline spends on NBC), the Dateline team does not yet need to expand its staff to produce podcasts or additional episodes, he said. Cole said. .
“We’re pretty used to expanding and contracting. If we have a little downtime on an original story that someone’s making for TV, we’re going to help them with the podcast,” says Cole.
As of Friday afternoon, Dateline NBC was number one. Podtrac ranked him 6th in the Top 10 Podcasts for July (based on US Monthly Unique Audience).
Dateline’s podcast subscriptions come just a week after Apple introduced two new subscription-focused podcast charts, including “Top Subscriber Shows” and “Top Subscriber Channels.” and Australia.
Dateline is one of the most popular channels on Apple Podcasts, says an Apple spokesperson. As of Friday afternoon, Dateline ranked him No. 8 on Apple’s Podcasts chart and No. 3 on the No. True Crime category. Dateline, which begins its 31st season next month, is NBC’s longest-running primetime series.
Additional revenue is an advantage for media companies that offer subscription services to Apple Podcasts, but “it’s a challenge as a strategy to reach a broader audience,” said an audience development and marketing company. Twenty-First Digital Founder and CEO Melissa Chowning said: email. Primarily, it means that listeners are subscribing through Apple and not through the publisher’s own platform, meaning the data does not belong to the publisher. “I have not obtained an email address, first-party data, or the ability to interact with its subscribers on my terms,” she said.
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