As podcast subscription services continue to grow, addressing subscriber churn has become essential. During the On Air Fest podcast business summit, industry leaders shared strategies for retaining subscribers. David Stern highlighted that in a subscription's first year, monthly churn should ideally be below 0.5% and under 3% for longer subscriptions. Executives from various companies discussed innovative approaches, such as promoting shows across different channels, rebranding offerings like Sony Music's true crime podcast bundle "The Binge" to clarify content, and ensuring continuous engagement to keep listeners coming back.
One of the things we're doing to tackle churn is adding promos for shows into another show's channel so subscribers can hear about other podcasts that might interest them.
Churn is certainly becoming an increasing priority, particularly for some of our longer-lived subscriptions.
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