Since Apple’s podcast app is the entry point for everyone on an iPhone, they have the largest chunk of podcast real estate (somewhere upwards of sixty percent) in what is a booming business. For years, they’ve offered creators nothing but the number of times a podcast has been downloaded — no info on who listened to it, how far they got into it before turning it off, or how many ads they listened to. That’s all over. In short, when the fall’s iOS 11 update debuts, the data dark ages will be over for the podcast industry. Here’s what that means.
It’s Good News Overall
The bottom line: This is good. More data means that the podcasts that are working well, with engaging content and sticky advertising, will be obvious, and can more easily garner the attention they deserve. Similarly, any podcasts that aren’t up to snuff can be more confidently ignored. In the short term, this likely means a downsizing, as the latest industry analysis from Hot Pod explains:
But the End of an Era
For some, the news is bittersweet: Though inevitable, the additional of new data will likely feed a capitalistic approach towards a company’s bottom line that couldn’t easily thrive before. Gone are the carefree days of uploading a podcast without wondering how many impressions an ad would get, and the more nostalgic among us will certainly miss them. On the other hand, the more nostalgic among us are always missing something. Stuart Last, COO of audioBoom, had this to say on the news: Companies like audioBoom, which helps brands reach their target podcast audience, will have to adjust to the new reality, but can now move forward with more of the data they need. The years of podcast ad Kremlinology are over.
