Study Highlights the Need for Clear Podcast Definitions

RADIO ONLINE | Friday, April 4, 2025

Edison Research

Oxford Road, in collaboration with Edison Research, has unveiled a comprehensive white paper titled "What is a Podcast?: Preserving its Essence, Structuring for Expansion." This pivotal study provides a detailed examination of the evolving landscape of podcasting, emphasizing the challenges posed by industry fragmentation and the lack of a consistent definition.

The report, which garners insights from a substantial survey of over 4,000 people and discussions with more than 30 industry leaders, indicates a critical identity crisis within the podcasting community. Findings suggest that 72% of Americans aged 12 and older categorize any audio-visual content on platforms like YouTube that is also available in an audio-only format elsewhere, as podcasts. This broad interpretation complicates the industry's structure, impacting advertisers who struggle with investment decisions due to inconsistent standards and unclear attribution.

Dan Granger, CEO of Oxford Road and Veritone One, highlights the significance of these findings: "Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it," Granger explained. "What was once a niche, audio-driven medium is now fragmented across platforms, formats, and metrics. Our research shows that to preserve what made podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity."

The white paper proposes new definitions to help clarify the industry's landscape. It suggests defining a 'Podcast' as "an on-demand audio-driven program featuring episodic content across wide-ranging themes and formats, traditionally delivered via open RSS and conversational in nature, but can include platform-based distribution and is commonly supplemented by video." Meanwhile, a 'Video Podcast' is described as "an episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience."

In response to these findings, the paper calls for an industry-wide effort to develop an Open Measurement Protocol for Podcasting. This initiative would aim for interoperable, privacy-safe measurement standards and a clear taxonomy across all platforms, potentially unlocking billions in advertiser investment.

For those interested in exploring this study further, the full white paper can be downloaded at Oxford Road's official website.