Trick or Treat? Depends on the genre. Podtrac says the Business category saw its downloads jump 31% week-to-week for Halloween week (Oct. 25-Oct.31). While the Arts genre’s downloads declined by five percent. Overall, downloads among the publishers measured by Podtrac fell two percent last week on a week-to-week basis. But they were up two percent compared to a year earlier.
Among the show genres, it was not just the Business category that had an uptick in downloads. Also posting week-to-week growth numbers were genres including History (+14%), Health & Fitness (+3%), News (+1%), and Comedy (+1%). Genres that had a down week included Arts (-5%), Sports (-2%), and True Crime (-1%). Society & Culture was flat week-to-week.
Podtrac earlier reported iHeartRadio was the top podcast publisher in September among those it measures, as the company reached a new download high with nearly 282 million streams and downloads last month. NPR was second, followed by Wondery, the New York Times, and the Walt Disney Company.
Overall, Podtrac says five of the top 20 publishers had growth in their unique monthly U.S. audience in September compared to August. It reports the average publisher had a seven percent month-over-month decline in their U.S. unique monthly audience last month. But while total unique audience may have shrunk, downloads did not. Podtrac says 16 of the top 20 had an increase in their streams and download numbers.