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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.