Apple’s growing interest in original content is no secret. In just the past year, the tech giant has ramped up its original content production and signed deals with A-list celebrities, producers, and influencers for exclusive shows. Now, Apple is taking its first major step toward upping spending on content. The company has reached a deal with Panoply Media to develop exclusive podcasts from some of the world’s biggest studios — including Disney, WarnerMedia, and Paramount Pictures — under a new umbrella known as “PODS Studios.” The new company will be led by former NBCUniversal executive Lisa Berger, who officially starts her new role on May 2. PODS will be responsible for licensing audio-visual content across all media platforms. As part of the new venture, Panoply Media will establish an independent studio where some of its popular podcasts — including Dirty John, Murder Club, and Serial — launched under another subsidiary called Wondery. That will make way for a more integrated and centralized podcast strategy at both companies going forward.
What is a podcast?
A podcast is an episodic audio program distributed digitally via the internet, focusing on audio content with an accompanying digital marketing strategy. Podcasts are most often audio, but they can incorporate video, voice-to-text, or any combination of these.
Why is Apple investing in podcasts?
There’s been a major shift in how people are listening to audio content. While audio was once synonymous with radio, today, people are increasingly turning to podcasts as their primary source of audio content. People are spending more time listening to podcasts than ever before — with listeners now averaging six hours and 31 minutes of podcast listening per week, according to Edison Research’s 2018 Infinite Dial study. While Apple is making a big push to attract new podcast listeners through its Apple Podcasts app and subscriptions, it’s also taking another step to attract existing podcast fans with its first-ever programmatic advertising initiative. With both programs, Apple is looking to capitalize on the booming podcast industry and drive more revenue toward the creators of the content.
PODS Studios: The new company
PODS Studios will be a leading full-service, independent audio-visual content licensing company serving brands, media, and entertainment companies. PODS Studios will have its direct-to-consumer offering that will be available to advertisers, content owners, and other partners, who can use the service to monetize their content. PODS Studios will be led by Lisa Berger, who most recently served as president of TV, digital and new business for NBCUniversal and NBCSports.com. Before NBCUniversal, she was president and chief executive officer of the Earwolf podcast network. Berger has also held executive positions at Discovery Communications and Discovery Communications Partners and spent 15 years in independent television production.
Other shows in the works for PODS Studios
Apple is currently working on several new podcasts under PODS Studios, including – Disney’s upcoming Podcasts – WarnerMedia’s upcoming Podcasts – Paramount Pictures’ upcoming Podcasts
Disney’s upcoming Podcasts
Disney is launching its first-ever branded podcast series — a look at the iconic stories behind its beloved characters and how they were brought to life. The new series will dive into the stories surrounding classic Disney characters like Mickey Mouse, Goofy, Pluto, and Pinocchio. The episodes will include interviews with the creators of these stories — including animators, writers, and directors — who will share how each character was brought to life. The series will be available globally through Podcasts and a dedicated Disney app.
WarnerMedia’s upcoming Podcasts
WarnerMedia is bringing to life one of the company’s most beloved brands: “The Bo$$.” The new podcast series will explore the rise, fall, and redemption of the Bo$$ — a fictional company based on the real-life story of co-founders Lukas and Ross Douthit, who founded the company based on a bet they made as kids on who could make more money. Each episode will feature interviews with real-life Bo$$ employees who will explain how the company started and how it has evolved. The show will also explore how the Douthit’s got from the bet to building a successful business.
Paramount Pictures’ upcoming Podcasts
Paramount Pictures is creating a new branded podcast series to bring its beloved characters to life. This new series will feature interviews with the actors who play these iconic characters — from the upcoming “Tomb Raider” to “Transformers” to “Mission Impossible” — as well as behind-the-scenes access to the making of these films. The episodes will be available globally through Podcasts and a dedicated Paramount Pictures app.
Apple’s growing interest in original content is no secret. In just the past year, the tech giant has ramped up its original content production and signed deals with A-list celebrities, producers, and influencers for exclusive shows. Now, Apple is taking its first major step toward upping spending on content. The company has reached a deal with Panoply Media to develop exclusive podcasts from some of the world’s biggest studios under a new umbrella known as “PODS Studios.”