The Athletic Grows Business Model With Launch Of Podcast Service

The Athletic has launched a "multi-million dollar podcasting business" with over 20 exclusive, ad-free podcasts that are "behind the company's subscription paywall on its app and website," according to Sara Fischer of AXIOS. The podcasts, which debuted yesterday, are being "produced in-house by a team of 12 new hires." The sports podcasting space has "become more crowded over the past few years," but The Athletic is "hoping to differentiate itself by focusing on quality, hyper-localized podcasts that live only behind a paywall." Engineers and audio specialists will "manage the podcasts from the company's new podcast studio" at its S.F. HQ. Most podcasts will "range from 15-40 minutes long." The Athletic's podcasts will "not be accessible anywhere outside of its paywall." The hope is that by "keeping the podcasts behind a paywall, the company will be able to attract new segments of sports fans who engage with sports differently" (AXIOS.com, 4/9).