BBC drops plan to introduce ads in UK podcasts
The BBC has decided not to move forward with its plan to introduce advertising in podcasts accessed via commercial streaming platforms such as Apple Podcasts and Spotify in the UK, Media Leader reports.
BBC Studios, the broadcaster’s commercial arm responsible for selling advertising in international markets, had been exploring the possibility of monetising UK podcast content for the past year, pending regulatory approval. However, the proposal has now been removed from the BBC’s annual plan, which is set to be published next week.
Had the plan been implemented, it would have marked the first time the BBC had introduced advertising into its podcasts for UK audiences.
A spokesperson for the BBC told The Media Leader: “We have listened to feedback and, having considered the options carefully, we have decided to rule out placing adverts around BBC licence fee-funded programmes on third-party podcast platforms in the UK.
“We will continue to support the audio sector and the wider market, investing in the best ideas and developing production capabilities across the UK.”
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Matt Payton, CEO of audio industry trade body Radiocentre, expressed relief over the BBC’s decision.
“We welcome the BBC’s public confirmation that it will not be introducing ads on its podcasts on third-party platforms,” he said in a statement.
“This is clearly the right decision for audiences, as well as the many businesses investing in podcasts in the UK. The BBC receives significant funding from the licence fee to produce distinctive audio content and introducing advertising alongside this would be damaging and inappropriate.”
