Podcast downloads increased in July, despite fewer listeners. | Story
The July 4 holiday and summer listening habits resulted in a mixed month for podcasters measured by Podtrac. It says total listeners were down from June, although those who showed up listened more as downloads rose 3% from the previous month. Both metrics are up 7% year-over-year among the publishers they measure.
Leading the way is iHeartMedia, which Podtrac reported had more than 427 million downloads and streams in July with a unique monthly audience of nearly 30 million. Heft played in favor of iHeart. It had 678 active shows last month, more than triple the portfolio of its nearest competitor.
“Not all podcast publishers are created equal,” iHeart CEO Bob Pittman said during his company’s quarterly conference call with analysts Thursday. “And we believe that the fact that our podcast margin is accretive to our overall business margin is proof of the success of our strategy of partnering with creators to create our own podcasts, as opposed to buying content creators. .”
Podtrac’s monthly update also shows that Wondery’s lead over NPR was no accident, although the gap between Wondery #2 and NPR #3 has narrowed somewhat. Wondery had 177 million downloads compared to NPR’s 160 million. Wondery also led with a single reach, 21 million to 17 million.
The rest of the top ten also remained the same.
According to Podtrac, only two publishers in its top 20 saw gains in their unique monthly viewership in July. PodcastOne #8’s reach grew from 6,135,000 in June to 6,148,000 in July.
WNYC Studios was the other winner. Its unique monthly audience grew eight percent month-over-month to just over four million listeners. This helped push WNYC Studios up two spots in the rankings to 13th.
Overall, Podtrac reports that the average top 20 publisher saw a 3% month-over-month decline in their unique monthly viewership in the US last month. But compared to a year earlier, July 2022 unique reach for the top 20 publishers was up 7% from July 2021.
Podtrac also reports that two of the top 20 publishers saw increases in their unique monthly viewership in the US in July compared to June – the others were either down or flat.
In terms of downloads, Podtrac says global downloads for the top 20 publishers overall increased 3% month-over-month in July. They also increased by 7% compared to the download figures of the previous year.