German podcasting thrives but measurement is opaque

Podcasting continues to thrive and evolve in Germany, with a vast array of topics available to listeners, from science and daily news to entertainment such as movies, series, and gaming. There is an increasing interest in podcasts that explore criminal cases, societal trends, and personal lifestyle narratives, reflecting the varied interests of German audiences.

Despite the surging popularity of podcasts in Germany, a unified standard for measuring podcast reach, similar to those used for magazines, newspapers, radio, and television, is still notably absent. The United States, however, is a step ahead with the introduction of the IAB (Interactive Advertising Bureau) standard, which facilitates a consistent measurement of podcast downloads. This standard is supported by key industry players such as Audible, Libsyn, MidRoll Media, Podtrac, and Nielsen, and it is also adopted by Spotify in the U.S. to gauge podcast performance.

In Germany, the criteria for podcast ranking on major platforms remain somewhat opaque. Apple’s iTunes, for example, updates its podcast charts multiple times daily, yet the precise mechanics behind these rankings remain a mystery. It is believed that a combination of factors, beyond sheer download numbers, such as subscriber counts, ratings, and various user interactions, influence these charts. A notable anomaly is Daniel Friesenecker’s notable climb to the top of Austria’s iTunes podcast chart with just three downloads, prompting speculation about the ranking methodology.

In the local podcasting scene, RedaktionsNetzwerk Deutschland (RND) offers a variety of podcasts catering to different interests. These include “Geyer & Niesmann,” a political analysis podcast featuring discussions centred around German political scenarios; “Ach, komm!,” which delves into topics of love, partnership, and sexuality, hosted by sex therapist Ann-Marlene Henning; and “Eine Halbzeit mit,” a football-focused podcast with insights into the sport’s latest events. Also included in their lineup is “Der Tag,” providing a concise morning news briefing, and “Die Wochentester,” a podcast offering human-centric perspectives on politics, economy, and societal issues.

This breadth of content mirrors the broad interests and demands of the German audience for engaging and varied podcast subjects. As podcasting grows, it will be interesting to see how the industry evolves in Germany, particularly concerning how reach and engagement are measured and analysed.

Source: Noah Wire Services