Industry News

WWO: New Apple iOS 17 to Benefit Podcast Creators

The Cumulus Media | Westwood One Audio Active Blog says the changes to auto download policy in Apple’s iOS 17 will benefit content creators as well as advertisers. It used to be that if a consumer subscribed to a podcast and signed up for auto downloads, their iPhone would often download all, of theim back episodes published before they subscribed. Since many if not most of those were never listened to, the data about listening habits was inaccurate. As the blog notes, podcasts that publish frequently will be most affected. “This is a crucial reset for the podcast industry, a much-needed rightsizing of audience data. This is a defining moment advertisers and podcast creators should both welcome. As hosts look at their downloads and reach for the Advil, they should know Apple is putting the podcast industry on the road to more accurate data. Better audience data inspires more confidence among advertisers and agencies.” Another new feature in iOS 17 is that users who haven’t listened to five downloaded episodes over the past two weeks will stop getting automatically downloaded podcasts. See the blog post here.


Monday Memo: Podcasting? Think How-Long, Not How-Many

By Holland Cooke


BLOCK ISLAND, RI — You might know of the Pareto Principle, also called “The Rule of 80/20,” which states that 80% of sales come from 20% of customers. Ask any retailer. And radio audience measurement bears this out too. 70%+ of listening comes from 20%+ of a station’s listeners.

Because most podcasts are free, many are downloaded

But how many actually get heard? And how many get heard in their entirety?