Oxford Road in partnership with Edison Research, have issued a white paper, What is a Podcast?: Preserving its Essence, Structuring for Expansion.
The report, researched from US podcast listeners, reveals critical insights into how evolving listener habits, industry fragmentation, and ambiguity in podcast definitions are affecting podcasting’s future growth and commercial viability.
Despite podcasting’s rise as a multi-billion-dollar industry with enormous cultural influence, the study identifies a significant identity crisis driven by the convergence of audio-only content and video formats popularised by platforms like YouTube and Spotify. According to the new data:
- 72% of Americans 12+ consider recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere, to be a podcast
- Advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting, and unclear attribution
- A clear, shared definition and interoperable measurement are urgently needed to realise podcasting’s full economic potential
Dan Granger, CEO of Oxford Road and Veritone One says: “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 made podcasting powerful and drive sustainable growth, we must create a unified standard that welcomes innovation while maintaining clarity.”
The white paper research includes a nationally representative survey of over 4000 people (conducted by Edison Research), qualitative interviews with listeners, and insights from over 30 leading industry executives featured on Oxford Road’s Media Roundtable podcast series.
The report proposes new working definitions:
- Podcast (noun): “An on-demand audio-driven programme 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 programme centred on spoken-word content, where synchronised visuals meaningfully shape the experience.”
The research underscores that 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, recommending interoperable, privacy-safe measurement standards and clear taxonomy across all platforms.
You can download the full white paper, What is a Podcast?: Preserving its Essence, Structuring for Expansion, from the Oxford Road website.
For the complementary podcast series exploring the future of podcasting, listen on Spotify or Apple.
