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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My brother works in a cell phone shop, and he likes to talk of who buys an iPhone versus an Android device
He says that most people that buy an iPhone come in knowing exactly what they want. They already have a handle on apps they plan to use, and are looking to perform specific functions with a smartphone.
A large percentage of people (but not all) who buy an Android phone are unsure what to buy but just know they want a modern phone, and therefore he can more likely steer them to higher commission products, which seems to change every few weeks based on a schedule made by corporate bean counters.
And so I don’t know if it is a lack of tools for Android (which has plenty of tools), or more of a lack of interest by the Average android user.
Explanations:
Repetitive download of the Podcast simply;-)
I am a big fan of podcasts and have a huge library in iTunes that I dip into and copy to my phone as the mood takes me. For me the Watch desperately needs a native companion app and then I would buy one. It seems like a huge oversight …. but then again Apple don;t make any money from podcast sales and any podcast listening eats into potential paid music sales listening…..although with the shift to steaming services maybe this will change because they get $10 a month regardless of how much music you listen to
Dear Apple,
Podcast app in iOS 9 is awful. Please return to iOS 8’s app.
Missing or can’t find features: Timer. I listen to podcasts at night before I go to bed and without the timer, podcasts play throughout the night.
Layout: Please provide a choice of Large and small icons.
Downloads: When viewing feed from from the section box ” unplayed feed Saved” I find that I have to take multiple steps in order to download a podcasts. Please return to the “Tap Cloud” icon and perhaps make it a little larger.
The new PODCAST app could pass for a droid or Microsoft version, but it definitely does not have apple’s flare for look and feel.
I’m sure that I can say more about this app; have you tried using it, Apple?
On the subject of niggles I don;t know if this has improved in iOS9. If I manually copy podcast to my phone (8.4) they appear in My Episodes and Saved. If I want to remove them I have to delete in both places. If I attached the iPhone to the computer and look at podcasts on device they are still there and showing as unplayed ?? Sometimes the fact I have listened to a podcast on my phone will auto update in iTunes and sometimes not. All very flaky/inconsistent. For a company that prides itself on perfect hardware their software sometimes is along way from that goal, which is surprising given their size/resources something like a little podcast app should be really neat in its fourth or so iteration.
I’ve used Instacast, Downcast, and recently Overcast, but I decided to give the Apple Podcasts app another chance with some of the improvements made in iOS 9. And I’ve decided to stick with Apple’s app. The others are more powerful and have specific features that are missing in the stock app, but I’ve found that the improvements in the new version have been enough to keep me with Apple’s solution. Throw in iCloud synchronization with the iPad and iTunes, and I can listen to my podcasts on whatever device I’m using. At some point, I may get the “power user” itch again and go back to something like Downcast, but for now, the built-in app is all I need.
I use Overcast and listen as much on my iPad as iPhone. I do like to make use of Apple’s core apps but I never enjoyed their podcast app. I’ll try it again with iOS 9 but Overcast does the job and syncs well so Apple will have to both improve the app enough and also improve iCloud syncing reliability for me to move back.
Do you use the watch companion app ?
No, don’t have an Apple Watch (yet).
This study only uses RawVoice users. I had to look it up to see what RawVoice even was (still not entirely sure).
I used Android until the Iphone 6 Plus came out, and used several podcast clients on my Android phones and tablet. I am not sure that these numbers reflect anything of the general pool of smartphone users at all. The data of RawVoice users is very limited.
For my Iphone 6Plus, I use Downcast, which I really like. The Apple podcast app sucks compared.
Do you use the watch companion app ?
For those that do not know who RawVoice is, it is the parent company of Blubrry.com the creators of the #1 Podcasting Plugin for WordPress called PowerPress our claim to fame has been our Podcast Statistics. Most large media networks like ESPN use our stats plus 30,000 podcasters. We have been in business since 2005 and provide a whole host of services to podcasters worldwide.
My iPod has always done podcast chapters but my iPhone doesn’t. I’ve tried a few paid alternatives but went back because I didn’t find them stable.
Based on comments, I need to try downcast to see if it does chapters and is stable.
I think Apple did a good job stealing features so I like it in general.
There’s a lot of great podcasts from some of my favorite DJ’s that play that underground electronic dance music, specifically, deep house, tech house, and techno. Most of them have a weekly podcast, so I get to listen to some great mixes while getting the newest and greatest songs. Podcasts + Apple Music (iTunes Radio) is all the music I could ever need for my commute, workouts and listening at home. I don’t even use Pandora anymore, and never used Spotify or any other services.
You are one of rare Person who uses his device intelligently on a Blog Pro-Apple;-)
Your arithmetic is off. 78% of iOS listening is via Apple’s default app. 82% of smartphone podcast listening is on iOS. But only 66% of podcast listening is via mobile. That means that 42% (not 56% of podcast listening is directly attributable to iTunes, not a majority.
Wouldn’t that mean that Apple is punching *above* its weight, not below?
For those that do not know who RawVoice is, it is the parent company of Blubrry.com the creators of the #1 Podcasting Plugin for WordPress called PowerPress our claim to fame has been our Podcast Statistics. Most large media networks like ESPN use our stats plus 30,000 podcasters. We have been in business since 2005 and provide a whole host of services to podcasters worldwide.