Podstock has broadened its footprint through new collaborations with major sports media brands.
The partnerships with podcast producer Goalhanger, digital sports network Playmaker (part of Better Collective), college sports platform On3 Media, and Sinclair’s AMP Sports reflect Podstock’s growing role in helping publishers integrate data across audio, video, and social platforms.
Podstock’s technology unifies performance data from podcast feeds, YouTube channels and short-form social clips to support planning, analysis and monetisation decisions for modern sports media businesses.
That matters in a year packed with global sporting events such as the Milano Cortina Winter Olympics and the FIFA World Cup, when audience engagement and advertiser demand can spike sharply.
Goalhanger’s involvement brings a British-grown production powerhouse into Podstock’s sports ecosystem. The London-based company is known for chart-topping shows and has recently entered new distribution deals while scaling its audience across formats.
Playmaker’s senior director of content, Drew Rauso, said Podstock helps its teams analyse performance and align metrics across formats in ways traditional analytics platforms have struggled to do.
Podstock’s platform also supports campaign planning and revenue optimisation through a centralised view of inventory, audience demographics and cross-platform performance trends, helping publishers take smarter commercial decisions around sponsorships, releases and promotional pushes.
Michael Paretzky, Co-Founder and CEO of Podstock, said: “Sports media is increasingly always-on, with fans following teams, leagues, and personalities year-round.
“At the same time, it’s punctuated by sharp spikes in fan and advertiser demand around moments like the Super Bowl, March Madness, and global events such as the Olympics and World Cup.
“Publishers with clear performance visibility and modern ad management tools can move faster during those peaks- and capture outsized impact with both audiences and advertisers.”
Sports content consumption increasingly spans multiple screens and contexts, with audiences moving between audio, video and community platforms.
Podcast listening’s share of total sports audio has nearly doubled since 2018, and sports highlights and interviews on platforms like YouTube now drive significant viewer time on large screens as well as mobile
