Pandora announced that it will release its new Podcast Analytics feature today, providing podcast hosts with audience information including: where they live, how long they listen, and how they engage with content.
In doing so Pandora is joining competitors Apple and Spotify in providing analytics dashboards to its content producers in a bid to keep them using the platform and help keep listeners engaged.
Why it’s hot:
Until recently only professional content producers had data into how their content was being purchased, used, and by who–e.g they needed a marketing team to do research. This could impact creative decisions as they chased trends and customers. Now, customer data can continually impact the creative process for non-professional creators. By providing clear KPIs, these tools could shift the type of content that is made.