Last month, I was intrigued by an item in Nielsen’s Podcast Insights report for the first quarter of 2018, which noted that podcast listeners are loyal to the Apple ecosystem above any other, namely Android.
This seconds or confirms what Rob Walch of Libsyn said in March here about how podcasting’s reach as a medium would be increased if Google finally developed a native podcasting distribution app for Android devices.
I don’t think that Apple’s hold on podcast distribution is ironclad or unbreakable forever. But the competition does have to get its act together and correct the long-running lack of a competing interface. It would be a challenging task but not an impossible one.
For instance, if Amazon thinks Android is important enough to make sure its Audible distribution channel is available through that format, that should tell Google something. After all, according to Nielsen, the use of smartphones to download podcasts has increased 157 percent since 2014.
Next time – I’ll consider another surprising item from Nielsen’s report: that marketing on podcasts can influence buying decisions for something as prosaic and old-school as breakfast cereal.
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