iOS 17 will include a new feature that lets customers connect a content subscription from an App Store app to Apple Podcasts for additional benefits. A subscription-based news publisher may use this functionality to make subscriber-only podcasts available on Apple Podcasts. Previously, content publishers had to create an Apple Podcasts subscription to paywall podcasts.
Publishers and subscribers may have disliked it since it required users to pay again for exclusive podcast content.
The New York Times introduced its audio streaming app this month to offer all its podcasts, including those for paid members. It’s unclear if people will install and use a separate app to get NYT’s audio.
The NYT could exploit the new linking mechanism in iOS 17 to ensure subscribers can access their exclusive material on the Apple Podcasts app, which many customers currently use. Apple simplifies connecting and authentication. After updating to iOS 17, the first screen customers view informs them of their existing subscriptions, which are immediately connected if they subscribed to the publisher’s app through an in-app purchase on the App Store.
Meanwhile, individuals who paid a subscription elsewhere—including directly from the publisher—can go to the podcast’s Channel page and click “Already a subscriber?” to log in and authenticate online.
Apple claims exclusive audio material may be anything they want. Apple Podcasts subscriptions, introduced in 2021, often give ad-free listening, early episode access, bonus material, archival access, or the option to support beloved creators.
Apple expects news, health, and family applications to use the new feature most.
A few early adopters will offer paid audio material to customers on iOS 17’s launch. Bloomberg, Calm, The Economist, L’Équipe, Lingokids, The Times, The Wall Street Journal, The Washington Post, and WELT. (We noted The NYT is not on this list—but there’s still time!)
Apple Podcasts will also play paywalled audio stories from Apple News+. Professionally narrated audio stories from prominent publications and newspapers were previously exclusively available in the Apple News app.
Apple Podcasts will include all of Apple Music Radio. The Podcasts app is also getting a new Now Playing design with a podcast art background, improved queue management, episode art support, and a revised Up Next section.
