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 advertisers. Podcasts sponsorship works best when the podcaster overwhelmingly understands and serves his or her audience. They know how to encourage their 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 podcaster and you understand how best to market your message to the their listener base.