Podcasting is set for a significant shift as the Alliance for Measurement in Podcasting releases the AMP Accords.
This is a framework aiming to standardise how podcasts are measured across both audio and video formats.
The move comes as measurement inconsistencies, especially with the rise of video podcasts, have led to declining advertiser confidence and put more than $1 billion in advertising spend at risk.
Podcast Agency, Oxford Road, brought together 12 industry leaders in July 2025 to form AMP and address these challenges by developing cross-platform measurement guidance.
The AMP Accords deliver a comprehensive definition of what constitutes a podcast, proposing that if content works with your eyes closed, it qualifies as a podcast, regardless of whether it is audio or video, or distributed via RSS or other means.
A key proposal is the introduction of new consumption-based exposure metrics, starting with a “play” defined as at least 30 seconds of listening or viewing.
This is intended to replace the outdated reliance on downloads, which do not necessarily indicate actual listening.
These new metrics will be phased in gradually to avoid sudden changes in reported audience numbers.
The framework also introduces an attribution model using randomised holdout groups, a methodology already used by major advertisers on platforms such as Meta, Google and Amazon.
This approach is expected to provide greater confidence in podcast advertising return on investment.
Dan Granger, CEO of Oxford Road, commented on the process: “The hard part was never writing the framework. The real accomplishment was getting companies with competing interests to agree on anything at all.
“We set out to build something the whole industry could actually use, knowing not everyone would love every part of it. There will be debate, and there should be.”
Spotify has already moved to a 30-second play definition, reflecting the momentum towards consistent measurement standards. AMP will now promote its findings to industry groups such as the IAB for further technical review.
Christiana Brenton, Co-founder and CRO at FlightStory, said: “Podcasting is no longer defined by audio alone.
“The same show can be experienced through headphones, YouTube or connected TV, often reaching entirely different audiences.
“The industry needs measurement standards that reflect that reality instead of applying different standards to each.”
AMP includes representatives from major platforms, advertisers, publishers, creators and measurement providers, with members such as Oxford Road, Spotify, Shopify, BetterHelp, DraftKings, United Talent Agency, FlightStory, Libsyn, SiriusXM Media and Podscribe.
The AMP Accords were discussed in detail at Oxford Road’s CAO Summit in California today, marking a step towards greater transparency and consistency in podcast measurement.
Download the full AMP Accords report at ampaccords.com.
