The latest update to Apple’s iOS operating system for iPhone users marks a significant shift in podcast metrics, carried by a reduction in automatic downloads. This change is a result of industry collaboration with Apple to align downloads more closely with actual listening.
Previously, subscribing to a podcast for auto-downloads could result in numerous back episodes being downloaded, many of which were never listened to. Now, with iOS 17, iPhones will limit auto-downloads to just five episodes, and no additional back episodes will be downloaded if auto-download expires and is reactivated.
Advertisers have historically questioned the reliability of download metrics as a true indicator of listening. With iOS 17, these concerns are being addressed, leading to more trustworthy data. The update brings podcast metrics in line with historical trends in media measurement, where improved methodologies typically result in lower reported audience figures. This phenomenon has been observed in the cable, TV, and OTA radio industries, yet it has not deterred the growth or ad rates in these mediums.
Westwood One Chief Insights Officer Pierre Bouvard compared the adjustment to the advertising debate in print media between subscriptions and actual readership, highlighting the importance of audience measurement services like Edison and Triton, which survey consumer listening habits.
Podcasts frequently releasing episodes, those with heavy Apple exposure, and those with extensive back-catalogs will be most impacted by this enhancement. The update signals an end to download inflation, ushering in a new reality of audience data that both advertisers and podcast creators should welcome.
Creators are encouraged to engage their fanbase actively, leveraging platforms like Apple, Spotify, Amazon Music, and YouTube to offset potential download erosion and embrace new listener opportunities.
Edison’s Q4 2023 “Share of Ear” report highlights a significant surge in podcast audiences, with a 41% increase over the previous year, demonstrating the continued growth and appeal of podcasts as an ad-supported audio platform. The iOS 17 update, by aligning downloads more closely with actual listening, is expected to further bolster advertiser confidence and investment in the podcasting medium.
