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The incredible shrinking podcast industry

The entire podcast industry's numbers were juiced by a quirk of how Apple Podcasts and other podcasting apps work. The actual number of listeners were far lower - as revealed when Apple Podcasts made a big update last September.

"For instance, The Daily and Dateline both publicly touted reaching over a billion total downloads. But representatives for these shows would not say if those numbers or other impressive daily or weekly download stats are still accurate."

Spoiler: they're not, and a lot of media companies are having to rapidly recalibrate how they report their numbers - many of whom could probably have been more openly honest about their popularity to begin with.

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