In June, Apple announced (at their developers’ conference) that the next tune-up of their podcasting app (now called Apple Podcasts) will include some basic analytics capabilities; something that podcasters have been asking about for years from the podcast host.
According to Adopter Media, Apple hosts 70% of podcasts and up until now, these requests have found a deaf ear, probably because (and for good reason) they take the privacy of their users seriously.
The analytics provided will be aggregated (and anonymous) performance data, which we hope will encourage more opt-ins over time.
Podcasters were only able to see when a user downloaded an individual episode. Analytics never showed if they dropped out a few minutes into it, or finished it completely.
In fact, Edison Research learned that 45% of people listened to “most” of the podcast.
Takeaway for podcasters. Podcasts sponsorship works best when the podcaster overwhelmingly understands and serves your audience. You know how to encourage your audience to take action for your sponsorship to work. Don’t get lost in the analytics. They are only a guide, a tool, to help the you understand how best to market their message to the your listener base.