Thursday, February 1, 2018

Podcast Listeners Really Are the Holy Grail Advertisers Hoped They’d Be

Miranda Katz:

Since the beginning of the current podcast boom, often attributed to 2014’s Serial, data on how people listen to podcasts has remained woefully scarce, even as advertising spending climbed to an estimated $220 million in 2017. When Apple Podcasts announced last year that it would soon be offering podcasters more data on their listenership, some worried it would force a “reckoning”—and possibly an “ad apocalypse,” if brands decided that the fledgling new medium wasn’t worth their dollars, after all.

Apple’s Podcast Analytics feature finally became available last month, and Euceph—along with podcasters everywhere—breathed a sigh of relief. Though it’s still early days, the numbers podcasters are seeing are highly encouraging. Forget those worries that the podcast bubble would burst the minute anyone actually got a closer look: It seems like podcast listeners really are the hyper-engaged, super-supportive audiences that everyone hoped.

Via Marco Arment:

The podcast business didn’t really need precise listener behavioral data. Who knew?

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