![]() ![]() ![]() The company once believed it could entice users with big names and could generate its own popular originals by purchasing studios, but it has since pivoted to focus more on being the hosting platform rather than the creator, laying off top podcast execs in the process. (Plus, it could sell its own ads.) But its appeal could be limited given that the app will not have a podcast catalog to rival existing platforms, where people already stream their favorite NYT shows, like “The Daily.”Īnd, with the addition of exclusives to NYT Audio, listeners will have to constantly toggle between apps to hear all the shows they want to tune into - and that’s not necessarily something they’ll want to do.Įven Spotify belatedly realized that its exclusive strategy with podcasts was not paying off. Isolating that content in its own app gives NYT a more direct relationship with its audience, of course, which means it can also collect more data on user behavior, like what people stream and download. But, typically, NYT’s content is accessed through the third-party platforms where users already stream their podcasts, like Apple Podcasts or Spotify. The Times has heavily invested in audio programming as another way to reach its audience, and particularly those who want to engage with its journalism while on the go - like when commuting, walking their dog, running, or traveling, for example. This includes the namesake show itself, plus new shows from the studio like “The Trojan Horse Affair,” “The Coldest Case in Laramie,” and others, as well as “This American Life,” hosted by Ira Glass, among others. Plus, thanks to its $25 million acquisition of the production studio behind “Serial,” the app includes content related to that deal, as well. These will range from short news briefs to lifestyle content to narrated long-form journalism and more. Today, the media company is unveiling the result of that work with the official debut of New York Times Audio - a new mobile app that combines the publication’s top podcasts, like “The Daily,” “The Ezra Klein Show,” “Hard Fork,” “Modern Love,” “The Run-Up,” and others, with those made exclusively for the new platform. Several years ago, The New York Times acquired audio journalism app Audm with the goal of using it as the basis for its own audio product. ![]()
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