A report from Clammr collected data on podcast listening habits shows that iOS dominates Android on mobile usage. Despite Android having a larger install base of smartphone devices than iOS, the iPhone is responsible for the vast majority of podcast listening. According to the study, 82% of smartphone podcasting listening takes place on an iPhone with the iTunes Store podcast directory being a significant reason for uptake.
In addition, despite the vast array of third-party podcast apps available for the iPhone, the report says that over three-quarters of users listen to podcasts on the iPhone with Apple’s built-in native Podcasts app.
Unfortunately, the report does not drill down into specifics of all podcast clients but does suggest that 78% of podcast listening on iOS occurs through Apple’s default app. Clearly, having the app preinstalled on the system (as of iOS 8) drives a lot of usage. The app is also prominently featured in the App Store; searching for ‘podcast’ brings up a full screen advertisement for the native Podcasts app pushing third-party competitors below the fold. Other clients are fighting over just 22% of the total market.
The report also indicated that podcasts are a ‘mobile phenomenon’ with two-thirds of users joining in with either a tablet or phone, with just one third listening on a traditional PC or Mac. Combining this statistic with the 82% number, it can be estimated that over half of all podcast listening takes place on an iPhone (66%*82% = 54%). Although the report does not have information on the desktop market, it is very likely that a significant proportion of desktop podcasting also flows through an Apple app, iTunes, thanks to the large directory of shows. This makes Apple a huge influential force in the podcast market.
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