Sorry to sound like a damaged file, however the numbers are down once more. This time by so much, though it isn’t uncommon for the top of the 12 months. Podtrac studies that among the many high 20 publishers, downloads are down 19 p.c month-over-month and 24 p.c year-over-year. The report states that the drop is basically resulting from iOS 17’s modified obtain habits because it continues to be adopted by podcast listeners.
In September, Apple launched iOS 17, which included a small change that had a huge impact on downloads. Again within the day, if you happen to subscribed to a present, forgot about it for some time, after which got here again, all of the intervening episodes would routinely obtain. However iOS 17 made downloads decide up the place you left off with out these automated downloads. In the end, it is a good factor for each your telephone reminiscence and advertisers who need an correct thought of who’s truly listening to their spots. However for publishers, it is a correction that lowers their general values within the quick time period.
How quick stays to be seen. As of November, Podtrac discovered that 75% of podcast listeners have been utilizing iOS 17, and that determine seemingly elevated much more in December. However December’s quantity (down 19 p.c month-on-month!!) must be taken with a grain of salt. Listener habits are disrupted through the holidays, and Podtrac reported an 11 p.c month-over-month decline in December 2022. That stated, even with final December’s decline, downloads have been up 2 p.c from 12 months to 12 months.