Apple is reportedly considering a shift in its podcast strategy by selling ads on its in-house shows. Insiders told Bloomberg the tech giant is contemplating ad sales for podcasts it owns and operates, including shows that are part of its Apple TV lineup, such as The Line, Hooked, and Run, Bambi, Run.
This potential shift comes after Apple took its first step into podcast advertising in July by announcing that State Farm would sponsor the second season of its soccer show After the Whistle. The decision to sell ads could be a way for Apple to generate revenue from its podcasts, which have traditionally been seen as intellectual property assets or potential Apple TV+ series.
However, Apple faces a dilemma when it comes to user privacy. Podcast ads often target listeners based on their IP addresses, which could conflict with Apple’s strong stance on privacy protection. It remains to be seen whether the company will opt for targeted advertising or continue with a general season sponsor, as it did with After the Whistle.
