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NPR-led system will track podcast listening behavior



There is one main problem: Two of the largest podcasts are not on board. As The Verge pointed out, Anchor found that 52 percent of the podcast lists came from Apple's Podcasts app, while 19 percent floated Spotify's podcast section. RAD will not really represent podcast trends without the support of these companies, and one of them is likely to change. Apple has tested its own podcast calculations and is often hesitant to share user data, unless it can guarantee privacy. Spotify has also tested analytics, while RadioPublic has a tracking system that helps creators interact with their audience.

NPR has emphasized that it does not provide identifiable data to podcasters and cannot sniff the rival's listening number. However, it may not be important that potential partners are concerned about a potential backlash from users who do not want a service that tracks their minute-by-minute playback. This gets hot on the heels of Facebook's many privacy scandals, remember. Although RAD is evidence that the podcast industry is maturing and becoming more of a viable money maker, it can only have limited success.


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