Howl Premium is a launch-and-evolve product that today offers ad-free listening to the programs Midroll represents in its podcast ad network. The marquee show is WTF with Marc Maron, one of the world’s most successful on-demand audio programs.
While the removal of advertising is a clear selling point for the $4.99/month subscription cost, packaging the back libraries of long-running shows is an added value. We found Marc Maron’s 600-plus archive easier to view and access than in Apple’s Podcasts smartphone app, which is a key discovery and playback venue for millions of listeners.
Midroll promises a curated discovery experience that will broaden over time. Original programming will be featured, encouraging comparisons to Netflix for video. Howl also has a mandate to feature on-demand audio that doesn’t tread the typical path of podcast success — frequent, regular shows that build audience over months and years. A one-off documentary, for example, or a high-quality, short limited-run series, could find a place in Howl’s subscription model.
Some of the content which will appear in Howl over time has been commissioned, including 11 programs that cover comedy inprovisation, a miniseries, and an audio documentary.
Today’s launch is not the debut of Howl, which came out in May as a portal for programs created by Midroll’s two production units, Earwolf and Wolfpop. The free version will continue alongside Howl Premium.