Do podcasts have a measurement problem?

Podcasting is undergoing an identity crisis driven by the convergence of audio-only content and video formats popularised by platforms such as Spotify and YouTube, according to a new white paper.

Despite podcasting becoming a billion-dollar industry, adspend in the channel is stubbornly low, particularly in Europe. Research from audio advertising agency Oxford Road, conducted in partnership with Edison Research, surveyed a nationally representative sample of 4000 Americans and found that industry fragmentation and ambiguity in podcast definitions are affecting the channel's future growth and commercial viability.

Evolving listener habits have seen podcasts move from an audio-only environment to one that often includes video. Among Americans aged 12 and over, 72% consider recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere to be a podcast. 

Subsequently, advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting and unclear attribution.

Dan Granger, CEO of Oxford Road and Veritone One, said: "Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it.

"What was once a niche, audio-driven medium is now fragmented across platforms, formats, and metrics. Our research shows that to preserve what makes podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity."

The white paper also includes qualitative interviews with listeners and insights from over 30 “leading industry executives” featured on Oxford Road’s Media Roundtable podcast series. Based on these discussions, the report proposes separate working definitions for a podcast and video podcast: 

• Podcast (noun): "An on-demand audio-driven program featuring episodic content across wide-ranging themes and formats. Traditionally delivered via open RSS and conversational in nature, it can include platform-based distribution and is commonly supplemented by video."
• Video Podcast (noun): "An episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience."

Per the findings, resolving definitional ambiguity and measurement inconsistency could unlock billions of dollars in advertiser investment. To address these challenges, the paper calls for an industry-wide collaboration to develop an ‘Open Measurement Protocol’ for Podcasting, advocating for interoperable, privacy-safe measurement standards and clear taxonomy across all platforms.