![]() And while advertisers won’t be able to see who is listening to their ads, they’ll at least be able to see what percentage of listeners are skipping past them. Now podcast creators will be able to see if people are listening all the way through the stuff they make, or bailing out after the first 10 minutes. But Apple’s pro-privacy stance - and general disinterest in the advertising business - makes it unlikely the company will ever provide that kind of detail.īut just the rudimentary data Apple says it is going to provide will be a huge change for the podcast world. That kind of precision targeting and analytics is the kind of thing most digital content creators - and advertisers - expect from platforms like YouTube and Facebook. ![]() That means a podcaster - or podcast advertiser - will be able to see general listening behavior, but won’t be able to create content - or ads - targeted for individuals, or even groups of listeners. Other than laying out the basic idea behind the episode analytics, the only other detail Boggs provided was that Apple will provide aggregated, anonymized performance data, not pegged to individual users. Here are some screenshots from a video of that session: James Boggs, an Apple business manager who works on its podcast team, mentioned the new features briefly at the end of the session, and said the company would have more info later this year. Podcast creators like Lieber (and myself) have been asking Apple for this kind of information for a long time, but prior to yesterday’s podcasting session at Apple’s developer conference, there was zero indication Apple was interested in providing it.Īpple didn’t make much noise about it yesterday, either. It may look obscure, but this is the biggest thing to happen to the podcast business since Serial first went nuclear - Matthew Lieber June 10, 2017 Here’s Matthew Lieber, president of Gimlet Media, the podcast studio behind hit shows like Startup and Crimetown: They’ve been creating - and paying for - this stuff in the dark with almost no feedback. The reason all of that is important is that up until now, Apple has provided almost no data at all about podcast listening behavior - just the fact that someone has downloaded an individual episode.Īnd since Apple’s Podcast app accounts for the majority of podcast consumption, that means podcast creators - and podcast advertisers - have almost no idea how people are interacting with podcasts. ![]() Big changes coming to podcasting: Apple is going to let the people who make podcasts learn what podcast listeners actually like - and what they ignore.Ī new version of Apple’s podcast app will provide basic analytics to podcast creators, giving them the ability to see when podcast listeners play individual episodes, and - crucially - what part of individual episodes they listen to, which parts they skip over and when they bail out of an episode. ![]()
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