Apologies for sounding like a damaged document, however the numbers are down once more. This time by loads, though that’s not uncommon for the tip of the 12 months. Podtrac reviews that, among the many high 20 publishers, downloads fell 19 p.c month over month and down 24 p.c 12 months over 12 months. The report states that the drop is “due largely to modified obtain habits by iOS 17 because it continues to be adopted by podcast listeners.”
In September, Apple launched iOS 17, which included a small change that has had a huge impact on downloads. It was once that should you subscribed to a present, forgot about it for some time, after which returned, the entire intervening episodes would obtain mechanically. However iOS 17 has made it so downloads decide up the place you left off with out these automated downloads. In the long run, it’s a good factor each to your cellphone reminiscence and for advertisers who desire a exact thought of who is definitely listening to their spots. However for publishers, it’s a correction that scales their general metrics down within the brief time period.
How brief time period stays to be seen. As of November, Podtrac discovered that 75 p.c of podcast listeners had been utilizing iOS 17, and that determine possible rose additional in December. However the December quantity (19 p.c lower month over month!!) needs to be taken with a grain of salt. Listener habits are disrupted throughout the holidays, and Podtrac reported an 11 p.c lower month over month in December 2022. That mentioned, even with final 12 months’s December dip, downloads had been up 2 p.c 12 months over 12 months.