Podcasts: Changing the Game

In today’s digital marketing age, analytics are everything.

And soon, the power of analytics to shape and rank content is coming to podcasts – already a medium with millions of listeners. Until now, podcasts have had few metrics, but when Apple launches podcast analytics later this year, marketers will gain valuable insights into how a podcast’s audience is engaging, such as:

• when and where people listen;

• if and when they stop listening;

• and whether they stay tuned for ads.

Analytics should make podcasts more appealing to marketers, in turn increasing financial support for podcasts – a win for marketers, producers and listeners.

– Kyle Parks, The Tampa Bay 100