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It’s not unusual for Apple to be in the news, and recently they have made some interesting announcements. From the launch of the HomePod (positioned as a rival to Amazon Echo and Google Home) to the changes in Apple’s podcast offering.
At the RadioWorks Group, we are big podcast enthusiasts, and so this second announcement both excites and intrigues us.
The headline is that Apple will soon start to share in-episode analytics for podcasts. The data is scheduled to arrive with the iOS 11 update later this year. This means that podcast publishers will soon receive data that tells them how much of their episodes are being listening to (rather than just downloaded) within the Apple Podcast app, which is largely understood to serve the majority of podcast listening.
This is great for podcast creators like our friends at Fresh Air, as it means that podcasters can understand where listeners are engaging within each episode, where they are skipping and where they are stopping listening altogether – making for better insight when creating future episodes/podcasts and in theory resulting in better shows with more listeners and therefore more advertising impressions. The new data has not promised to answer everything, e.g. the insights do not give you demographics about the people listening to each but this is a huge step for podcasts!
If you want to find out more about making branded podcasts – we can help! Give Neil and the team at Maple Street a call on 0207 907 0670 and we can guide you through the process and work out the best option for your brand.