What began as a slow tug-of-war has become a full-blown stream war. So how did we get here, and who’s winning in the race to be podcasting’s home base?

Apple: The Original Gatekeeper Fights Back

Apple was there at the very beginning. In 2005, it added podcasts to iTunes and, for a while, basically was the podcast industry. It gave the medium credibility and helped it scale – but for years, Apple did very little to evolve the platform. No original content, no monetisation tools, no strategic investment.

That changed in the early 2020s. By 2025, Apple Podcasts has repositioned itself as a premium, creator-focused platform. It now offers paid subscriptions, enhanced analytics, exclusive content, and improved discoverability features. The introduction of Apple Originals – high-quality, Apple-funded podcasts – was a major turning point, helping it claw back market share from Spotify.

Apple’s strength? Trust, long-standing brand loyalty, and tight integration across iPhones, Macs, and Siri-enabled devices. For many listeners, Apple Podcasts is still the default – and that’s a powerful position.

Spotify: From Streaming Giant to Audio Empire

Spotify, meanwhile, went all-in on podcasts years ago – and hasn’t let up.

Its strategy? Own the platform, own the content, own the audience. That’s why it spent big on exclusive deals with the likes of Joe Rogan, Call Her Daddy, and Emma Chamberlain. It snapped up production studios like Gimlet and Parcast, developed its own ad tech ecosystem (Spotify Audience Network), and built features like video podcasts and interactive polls directly into the app.

By 2025, Spotify has evolved into a podcast-first platform as much as it is a music service. Its algorithm-driven discovery, seamless UI, and exclusive content library continue to attract millions of younger, mobile-first users.

Spotify’s strength? Innovation, personalisation, and an aggressive push into new formats like live audio, video podcasting, and smart speaker integration.

Where the War Is Being Fought

Here’s where the Apple vs. Spotify podcast competition is heating up:

• Exclusives & Originals: Spotify still leads in sheer volume of exclusive content, but Apple’s focus on quality, prestige storytelling is winning over discerning listeners.
• User Experience: Spotify’s sleek, data-rich app offers intuitive navigation and smart recommendations. Apple, however, is catching up with a more streamlined app and better curation.
• Monetisation Tools: Both platforms now offer podcasters paid subscription options – but Apple takes a cut, while Spotify offers more flexible pricing and audience-building tools via Anchor (now Spotify for Podcasters).
• Global Reach: Spotify has pushed hard into global markets with translated content and region-specific shows. Apple, long dominant in the US and UK, is now fighting to stay relevant abroad.
• Search and Discovery: Spotify’s algorithmic recommendations remain more powerful, but Apple’s editorial playlists and human curation offer a more boutique experience.

What It Means for Creators and Listeners

For podcasters, the streaming war presents both opportunity and challenge.

More platforms competing means more investment, more monetisation options, and more chances to reach new audiences. But it also means navigating fragmentation. Do you go exclusive? Stay on all platforms? Build a community on Apple? Or double down on Spotify’s tools?

For listeners, the choice has never been more personal. Do you stick with the platform you’ve used for years – or go where your favourite show just signed an exclusive deal? Do you want algorithmic recommendations, or a more curated experience? And how many apps are you really willing to juggle?

Is There a Winner?

In short: not yet.

Spotify may have a lead in aggressive innovation and youth appeal, but Apple’s deep-rooted integration and emphasis on quality content still make it a dominant force. And with newer players like YouTube and Amazon Audible muscling into the space, the battle for your ears is far from over.

What’s clear is this: the future of podcasting will be shaped not just by creators, but by platforms – and the choices we make as listeners.

Final Thought: Power to the Pod

While Apple and Spotify fight it out in boardrooms and product updates, podcasting itself keeps growing – more voices, more stories, more listeners than ever before. And that’s the real win.

Because no matter who’s hosting your favourite show, the beauty of podcasting has always been the same: connection, creativity, and conversation – delivered straight to your ears.

The post Stream Wars: Apple vs. Spotify and the battle for your ears in 2025 appeared first on POD BIBLE.

Tell us about how you got into podcasting.

I used to be a TV director, and in 2019 I had an opportunity to interview several of the DEA agents who hunted and caught Pablo Escobar. Their testimonies were so engaging that I wasn’t prepared to reduce their life stories into TV-friendly soundbites. I gathered a few talented writers and editors, and we turned those interviews into a non-fiction drama podcast called Real Narcos. Our marketing budget was non-existent then, but the Apple Podcasts team enjoyed the show and front-paged it on their app. The podcast took off and Noiser Originals now have a monthly listenership of seven million and a team of 38. We produce immersive history and crime podcasts and use sound design and bespoke music to help the stories feel immersive.

What made you decide to launch a subscription on Apple Podcasts?

After launching Noiser, we quickly realized that we needed stable and diversified monetization options to continue making these shows regularly. When Apple Podcasts began its subscription offering, it was a no-brainer to partner with them. Our audience wanted an ad-free offering with bonus content — and we now have several thousand subscribers.

How do Apple Podcasts subscriptions fit into your overall business model?

Premium ad sales still drive our revenue; however, our Apple Podcasts subscription is rapidly becoming a key, dependable revenue source for the company. We are aiming to continue growing our subscriber audience in 2023.

What have you learned after launching Apple Podcasts Subscriptions?

We ran audience surveys across our network, and they told us that early access to new content and bonus material were the main reasons they signed up. Because of this, we are doubling down on producing subscriber-only content. People also tell us that they want to support the podcasts they love, and ultimately the subscription revenue helps us create more exclusive content for them to hear.

Where do you see Noiser in a year?

Noiser will release several new shows this year in the crime, adventure, and history spaces. We will launch several limited-run shows, as well as always-on weekly shows. There are so many amazing stories out there; we love the fact that we have the opportunity to tell them.

Tell us about an episode that you’re most proud of.

We recently produced a podcast on the life of civil rights activist Rosa Parks, which has been my favorite of our podcasts to date. Rosa’s story is so important, and hopefully, we were able to do it justice and introduce some new people to it.

What advice would you give someone trying to break into the industry?

I recommend not being too concerned about what other podcasters are doing and instead focusing on telling the stories you love in a way you enjoy. The first review we received was a one-star review. It stated that our show was not a real podcast because a real podcast had to have a conversational element. But we enjoyed listening to the show, so we carried on. This principle of only producing content that we would go out of our way to listen to is still the key factor in our editorial decisions.

Apple Podcast Subscriptions is the global marketplace for premium podcast subscriptions. Join the Apple Podcasts Subscriptions community alongside Noiser. Learn more at apple.co/podbible.

The post How Noiser uses subscriptions to get loud appeared first on POD BIBLE.

Apple Podcasts and Pod Bible partnered up for a series of interviews with creators to share how they use Apple Podcast Subscriptions to connect with their fans. Andy Dawson and Bob Mortimer make up the comedy podcast Athletico Mince. We spoke with Andy to find out how they went from talking football to covering everything from blue drink to nonsense pottery — all while earning more for themselves with subscriptions. You can listen to Athletico Mince on Apple Podcasts.

Apple: Tell us a bit about your show and how you came to podcasting.

We fancied doing a football podcast in 2016 because we’re both from the same part of the world and are both ardent fans of the game. Sadly, we quickly realised our footballing opinions were a total waste of breath. The pod morphed into the two of us talking rubbish and doing silly characters, some of which have a vague link to football.

What made you decide to launch a subscription on Apple Podcasts?

We set up a Patreon about three years ago after asking our listeners if there was any demand for an ad-free version of Mince, with early access and bonus stuff chucked in — and thankfully, there was! It made sense to add Club Parsnips (as it’s called) to Apple Podcasts recently because it’s an easy signup for anyone who wants to subscribe.

How has your business model changed as a result of Apple Podcasts Subscriptions?

Subscriptions keep the podcast going. Everyone wants to be paid for their work, and having subscribers means we know there’s a guarantee of some payment each month.

What has surprised you about Apple Podcasts Subscriptions?

The nicest surprise has been on a couple of occasions when we’ve wanted to put an episode out for free at the same time for subscribers and free listeners — we asked the subscribers if they were okay with that, and they overwhelmingly were. They’re a truly lovely bunch!

Where do you see Athletico Mince in a year’s time?

We’ve got no idea where we’ll be in a year, to be honest. We’ll keep bumbling along for as long as it’s fun, and we feel the quality is as high as we want it to be.

Tell us about an episode you’ve worked on that you are most proud of and why?

I always think the turning point was episode 15, My Jambon Hell, where I visited Bob in his French hotel room — the room was full of ham, and he didn’t have a clue what to do with it. That was when the podcast hit a glorious new level, and we never looked back after that. Viva tomatoes!

What kind of advice would you give someone trying to break into the industry?

Try to make the most of the freedom that podcasting allows you. There are no commissioners to please, and you can literally do anything you like, so try to play with that as much as you can. If anyone listens to it, that’s a lovely bonus!

Apple Podcast Subscriptions is the global marketplace for premium podcast subscriptions. Join the Apple Podcasts Subscriptions community alongside Athletico Mince. Learn more at apple.co/podbible.

The post How Athletico Mince makes podcasting their playground appeared first on POD BIBLE.

Apple Podcasts and Pod Bible partnered up for a series of interviews with creators to share their stories and how they use Apple Podcast Subscriptions to connect with their fans. We spoke with the team behind The Diary Of A CEO—Director and Producer Jack Sylvester and Head of Content Grace Andrews—to talk about how subscriptions helped them experiment and discover what resonates with their audience.

Apple: Tell us about The Diary Of A CEO podcast and how it started.

Steven launched The Diary Of A CEO podcast under his duvet just over 2 years ago intending to reveal the more vulnerable side of entrepreneurship—and as a way to record his journey. Three years later, we now have a team of over 10 people producing the UK’s number one podcast. Steven interviews successful people from all walks of life, from CEOs and founders of the world’s biggest businesses to award-winning authors, actors, athletes, and everyone in between. As a platform, we’re dedicated to creating a space for everyone to talk freely without time constraints, editorial oversight, or a hidden agenda. We’re proud to offer a space where guests feel like they can fully open up and share their stories—leaving it up to the audience to form their own opinion. A lot of guests finish the interview and tell us it felt like a therapy session. It’s that level of conversation we’re looking for every single time.

What made you decide to launch a subscription on Apple Podcasts?

We’re always looking at how we can give back to our incredible community. Learning we could offer exclusive episodes, behind the-scenes sneak peeks, and exclusive bonus content for them was the deciding factor for our team.

How do subscriptions fit into your overall business model?

For us, success is a direct result of consistent experimentation. Apple Podcasts Subscriptions is another opportunity to experiment with different content styles — and find what resonates with our audience.

What have you learned after launching Apple Podcasts Subscriptions?

In all honesty, we were surprised at how successful the subscription model has been for The Diary Of A CEO. We have a very engaged audience who are willing to pay for premium content, which has opened our eyes to potential new directions.

Where do you see The Diary Of A CEO in a year?

The goal is to be the number one podcast internationally. We want to be the room where long-form interview happens. We’ve just come back from recording 20 episodes in Los Angeles as part of a new USA series. In a year we would love to come back to the US to record more episodes and make a real dent in the US charts. We’re looking for growth and this seems like a natural progression, as we are currently sitting at number one on the UK charts. In terms of revenue, as the presence of the podcast continues to grow and expand we’ll be looking for bigger and better sponsorship deals that closely align with our values which in turn will allow us to level up our equipment, studio, and overall offering.

Tell us about an episode that you’re most proud of.

There are a few moments that have shifted the growth trajectory of the podcast, such as the episode featuring Steven’s all-time favourite guest, Mo Gowdat. Nearly a year later, we’re still regularly receiving direct messages, comments, and tags from our audience talking about the long-lasting impact that conversation had on them. Other episodes include Jordan Peterson, Molly Mae, Jimmy Carr, Matt Hancock, and Piers Morgan.

What advice would you give someone who is trying to break into the industry?

We asked Steven for his advice on this one and he said, “Don’t try and copy, imitate, or replicate anything that’s already out there. The clearest thing is that category leaders are defined by and win based on their uniqueness, not their similarity. The world doesn’t offer outsized returns for people and brands that serve up ‘more of the same.’ If you want to win, you have to copy less and have the conviction and clarity of vision to lean into whatever it is that makes you, you.

Apple Podcasts Subscriptions is the global marketplace for premium podcast subscriptions. Join the Apple Podcasts subscription community alongside The Diary of a CEO at apple.co/thediaryofaceo.

The post The inner workings of The Diary of a CEO appeared first on POD BIBLE.

As well as the introduction of subscriptions, the Apple Podcasts app will have a new design and layout and there is a new version of Apple Podcast Connect for podcasters.

The new changes will come in with the IOS 14.5 update. But what do the Apple Podcast changes actually mean for listeners and podcasters? We’ve broken it down for you in an easy guide below.

What will the new Apple Podcasts app design look like?

The new Apple Podcasts app looks quite different.

‘Channels’ is designed to help listeners find new shows based on the content you already listen to (think about music apps, that offer ‘Radio stations’). There will also be channels of podcasts recommended or curated by the makers of popular shows.

‘Curation’ is broader and will help listeners find recommendations from Apple. It will show collections linked to trending news stories, culturally relevant topics, and outstanding new podcasts, curated by the Apple editors.

There will still be a ‘Top Shows’ section, which will showcase the charts of most-listened shows.

Apple have also said that shows and episodes will have “beautiful new pages”.

There will also be small changes to the way you listen to shows. A ‘smart play’ feature starts with the right episodes of shows – for example the most recent episode of a news show, or the first episode of a limited series.

And because of the paid-for subscriptions, the old ‘Subscribe’ button has changed to ‘Follow’.

What is Apple Podcasts Subscriptions?

The premium subscriptions will be in addition to the millions of free podcasts and will be available directly through the Apple Podcasts app.  This means there will now be three different ways to keep up to date with your favourite shows.

The Free option or ‘Follow’ will still download all new, free episodes for you to listen to.

With the Freemium, you can pay for extra episodes, early access or ad-free episodes for some podcasts.

The Paid option will be for podcasts that are only available for paid subscribers.

What does Apple’s paid subscriptions mean for listeners?

For listeners who use Apple Podcasts, the new version should be still be simple to use and might make it easier to find new shows you enjoy. ‘Follow’ lets you listen to podcasts in the same way you are currently used to. The Freemium content might be a nice way to give some support to podcasts you love. When you pay to ‘Subscribe’,  your feed will become a ‘Subscriber edition’ with extra features, and Apple will take the payment (in the same way they do with paid-for apps).

But not all podcasts will have a paid-for option, just the podcasts that opt-in, so there might not be much change for listeners initially.

What does Apple’s paid subscriptions mean for podcast creators?

As a podcaster, if you want to list Freemium or Paid podcasts, you will have to enrol in the new Apple Podcasters Program and there’s a US $19.99/year fee to do so. Apple Podcasts will also take a 30% commission of the subscription price for a subscriber’s first year (dropping to 15% in the second year).

Even if you don’t sign up, you might want to think about your call-to-action for listeners. “Rate, review and subscribe…” might not be suitable anymore.

The Subscription format may work well for bigger podcast companies. Luminary, which already offers exclusive content on their own app, will be making their content available on Apple Podcasts subscription. This should mean their content can reach a much wider audience.

It’s also worth noting that paid podcasts are hosted by Apple, not by your podcast host. If you want it available to listeners on other platforms, you’ll still have to upload it and have payment options elsewhere.

Do I need to do anything about the new Apple Podcast updates?

For the moment, listeners don’t need to do anything. When the updates come to the Apple Podcasts app, listeners will still be ‘following’ all their free podcast feeds.

For podcasters, to start charging for extra content you need to log into (the new) Apple Podcasts Connect.

But you might want to wait a bit – according to Pod News it appears there are a few bugs, including shows disappearing entirely from Apple Podcasts!

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To find out more about the Apple Podcasts updates, head to the new Apple Podcasts for Creators website.  Let us know what you think about the new Apple Podcast Subscription on Twitter.

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