PODTRAC RELEASES LIST OF 2017’S TOP 20 PODCASTS • MEANWHILE NPR WANTS A BETTER METRIC

Podtrac has become the de facto standard for ranking the top podcasts and podcast producers based on its proprietary algorithm. Podtrac’s system tracks the number of downloads for its subscriber’s podcasts but relies on “publically available data” for other podcasts. This means that Podtrac’s lists may not include all podcasts.

NPR says there must be a better way to measure podcast usage. They are promoting their own system – Remote Audio Data (RAD) – to become the industry standard for the measurement of podcast listening. NPR says it is time to change the key metric to listening rather than downloads.

Image courtesy of Adweek

Triton Digital and AdsWizz [link] have accepted NPR’s metric. According to NPR, the network is now working with Apple to get them to adopt their system. 

NPR says that chart providers like Podtrac, which are based on downloads, do not reveal whether a podcast is actually listened to. If the show isn't listened to, the embedded ads aren't either. NPR says RAD provides actual listening data. This is important because paid ads are now the top source of podcast revenue, a $250,000,000 industry in 2017.

NPR says that podcast usage has evolved from the days of downloads. They say now most podcasts are being heard on-demand via streaming audio. The proliferation of Wi-Fi and increased cellular data availability has changed the way podcasts are accessed. A 2017 study by Edison Research found that 77% of people who listen to podcasts now listen to them via streaming audio rather than downloading them.

NPR says its RAD measurement system tracks how much of the program, including ads, is actually being heard. RAD can track this information from those who listen via the NPR One app, but not through Apple Podcasts or some other independent platforms. That is why NPR’s current discussions with Apple are important to the future of RAD.

We’ve added an additional element to the Top 20 podcasts chart on the left: Radio Broadcast.   You can see the advantage podcasts have when they are also aired on radio. The exposure increases awareness of the podcast – a terrific way to reach new potential subscribers.

We believe podcast producers and publishers are missing an opportunity when they ignore a broadcast radio component. 

Not only have podcasts taken much of the creative oxygen out new radio program development, producers are missing the innate symmetry between the two platforms.

Consider the example of the launch of Serial. This American Life debuted Serial as one of its weekly episodes. It reached an estimated 1.6 million listeners. Some station managers complained that This American Life used their airtime to sell a podcast that competed for their listeners. (Which, of course, is exactly what happened.)

I have one question about the shows listed on Podtrac’s chart: Where is The Daily? The popular New York Times weekday show spent most of 2017 in the top ten.  It is the fastest growing podcast this year. It is hard to believe that The Daily didn’t penetrate Podtrac’s year-end chart.