Apple Podcast analytics now on Omny
Omny Studio today launched Apple Podcast Consumption Analytics for enterprise customers on their platform.
This release comes after months of R&D and a beta release to select broadcasters including Primedia (South Africa), Macquarie Media (Australia) and podcast network Mamamia (Australia).
Omny clients can now track and report consumption data from streamed plays of podcast episodes listened through the Apple Podcasts app using a new proprietary Omny Studio analytics algorithm.
Results from the Beta release show that roughly 30% of all Apple Podcast plays can be tracked. The report also shows where listeners listened or skipped, as well as where listeners started and stopped, within 30 seconds accuracy.
Omny says all the new data is available in its upgraded consumption analytics portal.
“Reporting quartiles of streamed listens from podcast apps has been around for awhile, but an insight at this granular level of detail is not currently available for Apple’s app anywhere else,” said Omny CEO Sharon Taylor.
“Previously we could only get consumption insights if we controlled the player, so being able to see this for the Apple Podcasts app is a breakthrough. Not only could this help to verify host-read ad plays, but it will also help from a content perspective, to lift the curtain on podcast audience’s listening habits.”
According to the IAB podcast measurement guideline document released in September last year, Apple commands the majority 45-52% market-share of podcast listening via its Podcast App.