Apple’s iOS 17 and Podcasts

Apple’s recent update to their operating system has caused many people in the podcast world to need a little lie down. In short, the newest version of Apple Podcasts doesn’t automatically download as many files as it used to, and so some people are seeing lower numbers on their podcast analytics. But – get this – it’s good news.

Why? Well, you’ve made it as far as the second paragraph of this section, so I might as well tell you. The original system was designed when data and streaming were more difficult and so it tended to try and download back catalogue episodes to your device regardless of whether the user had pressed play rather than wait until you actually wanted to listen to them. As a result, a proportion (around 13%) of the podcasts that iPhones downloaded weren’t actually listened to. The new version of Apple Podcasts does less of this and is more likely to only request the file form the server when you actually choose to hear the show.

So – you see why this is a bit of a bummer (technical term) for some podcast producers who can see that their numbers might go down, but of course it actually means the data we get will be more reflective of the genuine audience behaviour. The industry standard term ‘download’ will be closer to the more useful human term ‘listens’ and we’ll all feel happier about answering the client question, ‘How many people have listened to my podcast?’.

I hope that’s helped, and if you’d like to know more you can check out Ross Adams – the CEO of Acast – who has written a full proper blog all about it. He thinks it’s good news too.

Have I wetted your whistle for more industry insights? Well, make sure you subscribe to our Podcast Recommends newsletter for weekly updates.


Related News

  • Podcasts and TV are in love

    EDITORIAL

    Podcasts and TV are in love

    Loved the TV show? Listen to the podcast. Loved the podcast? Now watch the TV show. Podcasts and TV are inextricably linked, as backed up by the latest research from Hub Entertainment Research, which looked at how audio and visual media interact. The main findings are that: Half of podcast listeners would be more interested…

  • What are the most popular podcasts in the UK right now?

    EDITORIAL

    What are the most popular podcasts in the UK right now?

    Top 25 UK Podcasts Edison Research have released their latest Podcast metrics for the UK covering Q3 of 2023. The survey interviews over 2,000 people to gather their weekly podcast listening and, after all that, has depressingly concluded that Joe Rogan is the UK’s most listened to show. Right, I’m off. Please can the last…

  • What will podcasting in 2024 look like?

    EDITORIAL

    What will podcasting in 2024 look like?

    The End of Dumb Content 2023 was tough for many in the podcast world and it’s not easy working in an industry surrounded by stories telling you that the ‘bubble has burst’. But here’s the truth – certain parts of the podcasting world were a bubble, and they needed bursting. One of the team’s daughters…