Most downloaded podcasts are consumed within the first 72 hours after download, according to new info published by podcast hosting platform Blubrry. Working with data from the 35,000 podcasts they support, other interesting insights include the fact that 60% of podcasts are downloaded for on-demand consumption. Blubrry has also broken out the four major types of consumption:
- Mobile Apps – consumption within mobile apps accounts for about 72% of listening.
- Desktop Apps account for 13%
- Desktop browsers account for approximately 11% of consumption (streaming and downloads)
- Mobile browsers, tv apps – have about 4.5% of the consumption
So – most of those downloads (85%) take place within podcast apps to desktops and mobile devices. The trend toward mobile is not surprising, and also not surprising is the fact that most of the consumption takes place within apps, which download new episodes automatically over connected devices to subscribed podcasts.
An important strategy for the increasing growth of podcast listening is subscriptions. Once a listener is subscribed, new episodes get downloaded onto devices automatically, in the background. This obviously drives listening, letting a listener know when a new episode has arrived and linking new episodes within the app so that they play consecutively.
The role of subscriptions, and in fact the meaning of a subscriber to the podcast industry is pretty different than on the streaming side of connected audio, where a subscriber is generally paying a monthly fee. It’s very interesting to stop and take notice of the fact that 85% of podcast listening is done by subscribers to the programming. On the streaming audio side, using Pandora as an example, less than 5% of listeners are subscribers, but all are registered users.
These days I’m thinking hard about the Digital Connected Audio universe as one space, and analyzing the similarities and differences between the streaming and podcast varieties through that lens. This is an interesting piece to stop and think about..