After two weeks of double-digit growth, the True Crime category gave back some of the gains it made last week according to Podtrac. Among the publishers it measures, the True Crime category had a 29% drop in week-over-week downloads. That was the largest decline of any show genre. The biggest gains came in the History and Society & Culture categories, both of which were up four percent according to Podtrac.
Among the other categories, those that showed week-to-week growth last week included Sports (+3%), Comedy (+2%), News (+1%), and Business (+1%). Others that were down last week included Arts (-7%), Health & Fitness (-4%), and Science (-2%).
Overall, Podtrac reports total downloads among its roster of publishers slipped two percent from the previous week. And they were down nine percent versus a year ago.
Podtrac earlier reported that iHeartRadio was the top-ranked publisher in August among those it measures as its reach grew 7% and streams and downloads were up 10% -- despite the fact that a bug in Apple Podcasts has continued to depress download numbers. Apple has since pushed out a fix but the impact remains as iOS device owners slowly download the iOS 14.7 update.
But iHeart was not alone in seeing gains. Podtrac says all of the top 20 publishers were up in August compared to July. NPR held onto second place, followed by Wondery, the New York Times, and the Walt Disney Company.
Overall, Podtrac says the average publisher’s unique monthly audience was up 15% in August compared to a 2% decline a month earlier.