Report: Apple's New iOS 17 Software is a Positive

RADIO ONLINE | Monday, January 29, 2024

Cumulus Media and Westwood One

Major improvements and updates to Apple's podcast app occur within the overall iOS operating system of the iPhone rather than Apple's podcast app. An enhancement in the recent iOS 17 is the reduction in automatic downloads. This week's Cumulus Media | Westwood One Audio Active Group blog looks at how this software update is a positive step for podcast advertisers and content creators.

• Going forward, iPhones will now download five episodes of a podcast if you sign up for auto downloads. If auto download expires and is turned back on, no additional back-episode download requests are made.

• This is a crucial reset for the podcast industry, a much-needed rightsizing of audience data.

• Other media industries experienced similar growing pains. At the dawn of cable, local cable sellers portrayed their audience with a metric called "homes passed." This was a count of the number of homes where the cable had been dug and installed at the street, providing consumers the opportunity to obtain cable TV.

• In 1987 Nielsen replaced TV set meters and paper diaries with the National People Meter. National TV ratings dropped but the audience was actually the same.

• In 2003, Nielsen introduced TV People Meters into the top 25 local markets. The higher quality approach generated smaller ratings. Ad rates maintained and CPMs grew.

• In 2008, Arbitron Radio Ratings replaced paper diaries in the top 50 AM/FM radio markets with the Portable People Meter. The higher quality method reduced AM/FM radio ratings by 25%. Ad rates maintained. CPMs increased.

• The history of media research reveals the better the measurement methodology, the lower the ratings.

• Edison's just released Q4 2023 "Share of Ear" report reports massive increases in podcast audiences. Among 25-54s, podcasts' ad-supported audience share soared from an 18.5% share in Q4 2022 to a stunning 26.3% share in Q4 2023.