Why Are These Changes Being Made?
We’re making these changes to help you better understand what listeners find most engaging about your podcast. This will help you make more informed, creative choices as a producer and host.
We’re also making these changes so we can facilitate more effective and profitable partnerships between advertisers and podcasters. The past year has seen enormous growth in podcast advertising and with more and better data we can sustain and increase that growth.
Why Are We Making These Changes Now?
Podcasters and advertisers want more accurate insights into listeners and their habits. Key developments over the past year will help us deliver those insights. These include:
- The launch of Apple’s new podcast analytics platform.
- Our continued support of the Interactive Advertising Bureau’s (IAB) standardisation.
- Listening platforms erasing phantom listening information from their data.
- The ability to measure how downloads that are listened to offline are consumed.
- Our integration with new platforms like Spotify and Castbox, that measure listening within their own apps for greater accuracy.
How will these changes affect me?
Your listener numbers will likely be lower in your dashboard, but you aren’t actually losing listeners. What may appear to be a decrease in listeners is really just a more accurate assessment of your audience.
How will these changes affect my advertising sales and revenue?
The changes won’t affect your sales performance. Most podcast advertisers are buying advertising on your show based on Return On Investment. That means as long as you deliver great ads and endorsements, your show will continue to work well for advertisers. Also, more accurate analytics will bring more advertisers to the podcasting space, and hopefully your show.
Why are these changes a good thing?
As well as bringing more advertisers to the podcast industry, the new data will help you better understand what listeners find most engaging about your podcast. This will help you make more informed, creative choices as a producer and host. For example, Apple’s Analytics allow you to see which segments of your podcast are most popular and which parts make your audience skip over.