![]() ![]() But the majority of podcast consumption happens on Apple’s software, and up until now it has been a black hole. And the data that Apple is offering now is still fairly crude. Some podcast software has already provided some of this data.Right now, many of them are doing a crude end run around this data void by asking listeners to use a show-specific code when they visit a site after hearing an ad. This also matters to podcast advertisers, who would like to know if people are listening to the ads they pay for.This matters to podcast creators because they are unable to tell how the stuff they make performs - at best, they can usually only tell if someone has downloaded an episode or started to stream it. ![]() Up until now there has been comically little data about podcast consumption, especially compared to other digital media.You can read more about why this matters in a post I wrote in June, when Apple first said the feature would be coming. My hunch is most podcasts show a much steeper decline: Here’s a mock-up featuring a nonexistent podcast, which actually appears to have pretty good engagement. The people who make podcasts - and the people who advertise on podcasts - are about to learn a lot more about the way people consume podcasts.Īpple has turned on a long-promised analytics feature that gives podcast creators the ability to see basic information about the way people listen (or don’t listen) to shows on Apple’s Podcast app.įor instance, podcast creators can now see (aggregated and anonymized, not device- or user-specific) data about when listeners stopped listening to a particular episode. ![]()
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