Apple is making waves in the world of subscription podcasts, catching the attention of both content creators and listeners. In a recent move highlighted by Semafor, Apple is asserting its dominance in the podcasting arena.

To secure a prime spot on the Apple Podcasts feed, podcasters have two options: submitting their show for consideration or opting into Apple’s revenue-sharing program. Last week, many podcasts featured in top spots on the Apple Podcasts app were participants in the Apple Podcasts Subscriptions program. This deliberate selection showcases Apple’s push to encourage creators to join their subscription service.

While some podcasters may find the revenue share from Apple’s subscription program modest, many still see value in the exposure it provides on the platform’s coveted carousel. Despite not being the largest player in the podcast industry, Apple’s clean interface and prominent placement make its podcast landing page highly desirable for creators seeking visibility.

However, Apple’s subscription model does have its critics, especially regarding the platform’s revenue-sharing terms. With Apple taking a 30% cut of subscription revenue in the first year and 15% thereafter, some creators are questioning this higher percentage compared to competitors.

Amidst ongoing legal scrutiny, Apple continues to aggressively control the podcast subscription market. Despite this, Apple’s podcast app remains an essential space for content discovery and promotion. While historically supportive of podcasters, recent developments suggest a shift towards prioritizing subscription-based content.

Overall, with its dominant position in the world of podcasts and focus on subscription services, Apple is reshaping how content creators engage with their audience through its platform.