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.
Apple 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.
For instance, podcast creators can now see (aggregated and anonymized, not device- or user-specific) data about when listeners stopped listening to a particular episode.
Here’s a mock-up featuring a nonexistent podcast, which actually appears to have pretty good engagement. My hunch is most podcasts show a much steeper decline:
You can read more about why this matters in a post I wrote in June, when Apple first said the feature would be coming. But in short:
- Up until now there has been comically little data about podcast consumption, especially compared to other digital media.
- This…
