Apple’s new editorial franchise, Apple Podcasts Spotlight, to highlight interesting creators – TechCrunch

Apple today announced a new editorial franchise called Apple Podcast Spotlight, which aims to highlight growing podcast creators in the US. Apple’s editorial team will select new podcast creators to feature each month and then give them prime screen real estate in the Apple Podcast app. Promote them on social media and elsewhere. This will allow creators to reach a wider audience, which is how the App Store displays a selection of recommended apps and games with large banners at the top of their screens.

The first spotlight producer is Chelsea Devantez, who hosts the podcast Celebrity Book Club. On Friday, Chelsea and Emily V. Special guests including Gordon, Gaboure Sidibe, Ashley Nicole Black, and Lydia Popovich will discuss the memoir of “Badass Celebrity Woman,”. Declaration Describes it.

The idea for the show began about a year ago when DeVantez was reading Jessica Simpson’s memoir and began rewriting it on Instagram. The response from his followers inspired him to expand the concept into a podcast.

The upcoming episode will feature Oscar-nominated writer and producer Emily V. Gordon Drew will talk Barrymore’s “Little Lost Lost”; Actress Stephanie Beatriz has Celine Dion’s memoir “My Story My Dream;” Discussed. Linton Meister on Carly Simon’s “Boys in the Trees”; And a special Valentine’s Day episode where Chelsea and Ticketok star Rob Anderson read competitive divorce memoirs of Burt Reynolds and Lonnie Anderson.

In a statement about the launch, Ben Kew, Global Head of Business for the Apple Podcast said, “The Apple Podcast Spotlight helped listeners find some of the world’s best shows by shining light with a single voice.” “Chelsea Devantez has created a fun, vibrant venue for listeners with Celebrities Book Club, which we knew got new perspectives on celebrities. We got Chelsea and Celebrity Book Club to be our first spotlight selections It is heartening and looks forward to introducing the audience to creators like Chelsea every month, ”he said.

Apple says future Spotlight creators will be announced monthly from a range of podcast genres, formats, and locations, and will often focus on independent and infrequent tones. Content is previewed prior to selection to ensure quality, but there is no specific requirement regarding the size and accessibility of the podcast.

In general, new spotlight makers will debut towards the front of the week, but specific days are fluid to suit holidays, major cultural events, and others. The next spotlight selection, for example, will launch in mid-February.

Spotlight creators will be featured at the top of the Browse tab of Apple Podcasts and will be promoted through Apple Podcast Media accounts. Some forms of the in-app feature will continue throughout the month that producers are in the “spotlight”.

Apple says it will also collaborate with featured creators on its own channels. And, over time, you’ll see promotions through additional Apple-powered channels, including external advertising in major US metros.

News of new editorial program comes sometime A report from information Suggested Apple is working to expand its podcast platform, with the introduction of a podcast subscription service, threatening rivals such as Spotify, SiriusXM and Amazon.

Although the Apple Podcast still leads the market, Spotify is gaining momentum by Expenditure More than $ 800 million on podcast companies such as Anchor, The Ringer, Jimlet Media and the like more recently, Podcast advertising company Megaphone.

SiriusXM, meanwhile, bought the podcast management and analytics platform Simplecast, the advertising technology platform Adsizz, More Podcast App Stitcher. Amazon not being abandoned a few weeks ago Announced it was acquiring Podcast Network Wondery.

In addition to helping creators develop their audiences, Apple says the larger goal with the program is to welcome new audiences to podcasts, in general.

Although podcasts are growing in popularity, The monthly podcast audience base is just 37% In the US, according to Edison Research. This means that it is nowhere an activity that is popular among the majority of the American population at this time. Before Apple can effectively monetize podcasts as a subscription service, it needs to help more people listen to podcasts on a regular basis.

Apple declined to say whether the program would expand outside the US at a later date.