The best way that Apple Watch podcast downloads are counted is being modified, to keep away from double-counting which occurred with the unique method. The difficulty solely happens with Apple’s personal Podcasts app.
This alteration means podcasts will see their viewers quantity seem to fall – and, certainly, for Apple Watch listeners to more-or-less disappear altogether …
The Interactive Promoting Bureau (IAB) lately announced the issue in considerably technical phrases.
Considerations have lately been raised about Apple’s watchOS Podcasts app. Downloads to an Apple Watch gadget look like duplicative of downloads to a consumer’s iPhone after the watch performs its synching cycle. This end result may end in considerably inflated reporting of downloads and listeners.
IAB Tech Lab’s Podcast Measurement Technical Pointers describes how most podcast measurement happens at present on the server (on account of lack of client-side entry), and the way it makes it considerably difficult to discern between a obtain and an precise hear. The rules present additional particulars on a strategy of filtering that must be utilized to server logs with a purpose to generate constantly dependable and correct measurements of downloads and listeners.
AdTech made a greater job of turning this into plain English.
“By default, once you cost your Apple Watch, podcasts that you simply subscribe to sync to your Apple Watch.“ So when a brand new episode of Podnews comes out, if I’ve touched zero settings on my telephone associated to the default Apple Podcasts app conduct, then the watch will routinely obtain the newest episode the subsequent time it fees although it was already totally downloaded on my iPhone. If I cost my telephone and watch in a single day and obtain an episode replace, my host ought to see […] two gadget consumer brokers from my IP deal with making an attempt to obtain the episode.
In different phrases, as a result of the default is for each your iPhone and Apple Watch to obtain the identical podcast episode, and since they report totally different gadget consumer brokers, that may look like two totally different individuals downloading the content material.
To keep away from the issue, the IAB needs to filter out Watch downloads from the official Apple app altogether.
Given the above considerations, the Podcast Technical Working Group is recommending that Apple Podcasts app watchOS consumer agent requests must be filtered out altogether up entrance and never be counted as distinctive downloads/listeners.
AdTech notes that this may now make it not possible for adverts to focus on Apple Watch house owners.
Luke Riley of Megaphone quoted in April 2019 that, on Megaphone’s platform, Apple Podcasts on Apple Watch “[…] will get extra month-to-month downloads than well-established apps like Stitcher, Castbox, and Overcast, and extra downloads than all good audio system mixed.” That might be a fairly large deal stock clever for a lot of publishers.
In case your podcast host follows the suggestion above to focus on simply the obtain consumer agent, realistically you’ll see most of your Apple Watch stock dry up. Streaming quantity on the Apple Podcasts for watchOS will likely be far decrease than downloads. Whereas I haven’t come throughout anybody particularly concentrating on this stock, it’s a superb factor to remember that you’ll lose one potential concentrating on possibility.
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