When Apple switches away from auto-downloads, it will be up to
Speaker:hosting companies to keep the chaos at bay by providing podcasters and
Speaker:advertisers a better understanding of the true size of our audiences.
Speaker:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Speaker:In case you hadn't heard the news, this Apple iOS 14.5 beta just
Speaker:keeps a on giving amazing things.
Speaker:It's going to, if the beta version is to be accepted and believed,
Speaker:Apple Podcasts will no longer automatically download podcast episodes.
Speaker:That is both fantastic and terrifying because without the auto-downloads,
Speaker:Apple's numbers, the number of times Apple Podcasts downloads
Speaker:your podcast's episodes will drop.
Speaker:Yep.
Speaker:It will drop because right now it's automatically downloading.
Speaker:That's not going to happen any longer, and this will cause, what I feel will
Speaker:be, the second big shakeout since the 2.0 standards were adopted by
Speaker:almost every podcasting host that mattered back in the summer of 2018.
Speaker:And at that time you may remember, if I will take you back to the olden times
Speaker:of summer of 2018, you might've seen a significant drop in your download numbers.
Speaker:Some of the bigger shows reported up to a 50% drop when we switched to IAB
Speaker:standards, which was just simply a better, more accurate tool of measuring downloads.
Speaker:Well, we're going to see that again.
Speaker:Will it be 50%?
Speaker:I don't know.
Speaker:Here's a quick tip of the tech side, just to what's happening here.
Speaker:When anyone, I want to say subscribes, when someone follows
Speaker:your podcast on Apple Podcasts, it automatically downloads the episode.
Speaker:Next week, if you release an episode, it'll download that one, as well.
Speaker:And the week after that, it'll download it.
Speaker:At some point in time, Apple will stop downloading, Apple Podcasts
Speaker:will stop downloading episodes if the person who follows the show has not
Speaker:listened to one of those episodes.
Speaker:But for a while, it just keeps downloading.
Speaker:Now, Spotify, when you follow, when someone follows your show on
Speaker:Spotify, it doesn't automatically download it just simply downloads a
Speaker:file, streams the file, if you will, when someone requests to play it.
Speaker:It looks like that's what Apple is switching to.
Speaker:Now, because of that difference in behavior, Apple automatically
Speaker:downloading, Spotify only downloading upon request, that's why Spotify
Speaker:doesn't rank as high in the charts, if you will, or show up on the radar
Speaker:as high when we're tracking downloads.
Speaker:But when we look at reach and usage and other sorts of metrics, well, that's
Speaker:when Spotify winds up beating Apple.
Speaker:Those days might be over when Apple turns off automatically downloading
Speaker:episodes later on this month.
Speaker:I can't imagine any world where your stats and my stats aren't impacted by this.
Speaker:We will see a drop in the number of downloads, which will be reflected
Speaker:in our podcast media hosting company's dashboard for our podcasts.
Speaker:If we're selling advertising on our show, that means our available
Speaker:advertising inventory will also drop and then be reported back to
Speaker:those advertisers who give us money.
Speaker:What are we going to do about this?
Speaker:Wow.
Speaker:Decimating, literally, this might be the time you could use
Speaker:the word decimate downloads.
Speaker:If we're lucky, it's only going to decimate downloads.
Speaker:But it's not like I've not been warning you that this was coming.
Speaker:Look back in the history.
Speaker:How many times have I railed against the usage of download and our insistence
Speaker:of this metric, which is really just about computers talking to other
Speaker:computers, and yet we're holding onto them like it's something amazing?
Speaker:It's not.
Speaker:So I'm not terribly surprised by this.
Speaker:Now, if you are supported by advertising, if advertising brings a significant amount
Speaker:of revenue to you, I apologize in advance for the rough weeks/months ahead of you.
Speaker:It's going to be very difficult to try and convince advertisers to give
Speaker:you the same amount of money for less.
Speaker:And you're really, they're getting less, they're perceiving less.
Speaker:They're getting the exact same thing in reality, but now they're looking and
Speaker:going, oh, all of these downloads before - apparently I went from 50,000 downloads
Speaker:a week to 20,000 downloads a week, or whatever, the number 30,000 or 40,000.
Speaker:The difference between those two are the ones that were automatically
Speaker:downloaded and never, ever listened to.
Speaker:Then it's not terribly surprising.
Speaker:I've been in the ad game for a long time, and I know that advertisers constantly
Speaker:demand more things from publishers, and if you're selling advertising
Speaker:on your podcast, you're a publisher.
Speaker:They want more stuff.
Speaker:But now if you're not selling advertising and you just see your ads drop - big deal.
Speaker:So what?
Speaker:Your audience really hasn't changed, just the lens that you're looking at
Speaker:them has been corrected, if you will.
Speaker:You're still, it's still the same people who are consuming your content mostly.
Speaker:So you just now have a more accurate picture of that.
Speaker:This is just like 2018.
Speaker:You didn't quit podcasting in 2018.
Speaker:You might've thought about it and you may think about it
Speaker:again, but it's not a big deal.
Speaker:Now, where I think the real opportunity comes is the podcast hosting companies.
Speaker:Podcast media hosting companies that you and I both use to showcase
Speaker:our products and get them out there to the world, they can step in.
Speaker:They now have an opportunity, well they've had the opportunity, but now
Speaker:there's an opening and a window for the opportunity and they can now step
Speaker:in and give us much better data about the actual, true, real size of our
Speaker:audience that is not based on downloads.
Speaker:They have all the tools at their disposal.
Speaker:Technically speaking for a second, armed with user agent
Speaker:- what device is downloading.
Speaker:IP address?
Speaker:Where's the location.
Speaker:And the referring URL - how did they get here?
Speaker:Those three things together will allow a smart podcast hosting company to
Speaker:revolutionize their dashboard and tell you the thing you've wanted to know forever.
Speaker:What's the size of my audience?
Speaker:I can't quite tell you yet who's listening or how many of those listen, but they
Speaker:can tell you the size of your audience.
Speaker:And that'll be really cool when they can do that.
Speaker:There's a lot we do not know yet about this move Apple is making.
Speaker:And also remember this is a beta version.
Speaker:It is possible they could change it before it actually goes in production.
Speaker:But I can't figure why they would do that because not
Speaker:auto-downloading means less bandwidth.
Speaker:Puts them more in line with other audio consumption apps, less room on your phone.
Speaker:So I think it's really happening.
Speaker:So see what your peers in the podcasting space think about this.
Speaker:Share this episode with them to give them a heads up to let
Speaker:them know big changes coming.
Speaker:I think we'll all get through it together.
Speaker:Now, if you loved this early heads up and aren't totally defeated by the message
Speaker:I just gave to you, please consider going to buymeacoffee.com/evoterra,
Speaker:and sliding of virtual coffee my way.
Speaker:That's always nice.
Speaker:That's it.
Speaker:I shall be back tomorrow with yet another Podcast Pontifications.