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A Sudden - and Significant - Change in How Podcast Listeners are Counted
January 24, 2024
Changes in the way that Apple reports podcast audiences have sent the industry reeling, according to an analysis in Semafor. Apple, the leading podcast platform, has started switching off automatic downloads for users who don't listen to five new episodes of a show within two weeks. As a result, many podcasts have seen dramatic drops in listeners, including some shows that are believed to be the most listened to in the world. The shift, described as "technical" by Apple, came without warning. Among the possible consequences of the changes is the way listeners are counted:
- Many podcasts are now having difficulty determining the true size of their audiences.
- Some advertising deals were based on audience numbers that may no longer be achievable.
- Some podcasts might now struggle to meet minimum download agreements.
Read more of the Semafor story here.
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