What Podcasting Can Learn From Apple TV+

Streaming services like Apple TV+ are changing how television and movie content are created, consumed, and classified as successful or not. Changes an agile medium like podcasting can learn from. I’ve been watching a lot of Apple TV+ recently. And as I am wont to do, I’m relating a lot of what I see to podcasters like you and me. Specifically, I think there are four key lessons Apple TV+ can teach podcasters and podcasting in general.

1. Make a manageable amount of bets. You don’t have to always have something new. You can instead learn a new genre, go deep in that genre, and then do it all over again. 

Podcasters with a network get the most benefit here. But some of this lesson may be useful for single-show podcasters planning out new episodes.

2. Invest for the audience you have. You probably can’t afford to drop $200M on a show that only gets a 37% rating on Rotten Tomatoes. 

Call that a flop if you like. But it’s a flop that seven million people really enjoy. Seven million people who want more shows just like that, please and thank you.

3. Implement diversification of creativity. Apple TV+ doesn’t need every show to be a hit with their entire subscriber base, so they embrace and fund a wide swath of creativity. 

Where else can you create content that serves a subset of your audience? Or a new audience? A new audience who can become a consumer of your podcast?

4. Play up and to your strengths. Content aside, the shows Apple TV+ makes are stunning to watch. Very on-brand for Apple.

Podcasters like you who can consistently hit a quality note again and again with every episode or new show you make will, eventually, become known for that, building a loyal following over time.

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