Kantar Is Releasing a New Podcast Measurement Service

Insights come online as podcast companies launch ad networks

colorful people listening to podcasts
To compile its findings, Kantar will consult a panel of 20,000 consumers. Getty Images

Key insights:

As the podcast wars continue to heat up, Kantar will be monitoring subscription and consumption trends with a new tool.

The insights and consulting company’s Entertainment On-Demand service is intended to provide additional context surrounding consumer behavior concerning digital video and music subscriptions.

To compile its findings, Kantar will consult a panel of 20,000 consumers, surveying 10,000 of them each quarter. Of those 10,000, at least 2,500 will be new subscribers.

The timely contextual service comes online in the U.S. as podcast hubs like Spotify and iHeart Media create new ad networks to appease advertisers, while a slew of media companies launch their own video streaming services in a bid to reach new consumers.

The onslaught of new subscription services coming online has left many in the industry questioning how many services consumers will be willing to pay for before they hit so-called subscription fatigue.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.