Yet on Apple — which is available in more than 170 countries and has 28 million U.S. listeners, per eMarketer — creators must give up a 30 percent cut of their revenue in the first year and 15 percent in the following years.
Creators must also accept that they will not have access to significant subscriber data, including the emails or other contact information for their paying audiences. The latter caveat may be a sticking point for some creators and companies, where access to email lists and audience data is crucial if they want an easy way to move their followings to a different platform in the future.
Simon Sutton, the CEO of podcast network Luminary , says he expects subscriber revenue to eventually make up 50 percent of all revenue in the industry, with the other 50 percent still composed of ads. But that split is still “a long way away,” he notes“This is still such a young, fast-growing industry that’s driven by a young demographic,” Sutton says. “It has many years to go before it gets to maturity.
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