Podcast Metrics Are Still the Wild West—But Networks Are Moving to Change That

Standardization is unlikely to have a significant impact on advertiser involvement

Podcasts are a burgeoning medium, but when it comes to tracking podcast downloads and listens, it’s still a bit of a free-for-all. There is currently no uniform system for accurately gauging a podcast’s listenership. A lack of standardization is counterproductive for advertisers because it prevents them from optimally targeting what is otherwise a highly engaged and captive audience.