Oxford Road and Edison Research Publish Landmark White Paper Defining Podcasting for the Future

Apr. 04, 2025

Oxford Road, the world's leading audio and podcast advertising agency, in partnership with Edison Research, a global authority in media research, announces the release of their comprehensive white paper, "What is a Podcast?: Preserving its Essence, Structuring for Expansion." The groundbreaking report 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 popularized 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 realize podcasting’s full economic potential.

Dan Granger, CEO of Oxford Road and Veritone One said:

"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 synthesizes extensive research, including 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 program 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 program centered on spoken-word content, where synchronized 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, advocating for interoperable, privacy-safe measurement standards and clear taxonomy across all platforms.

To download the full white paper, "What is a Podcast?: Preserving its Essence, Structuring for Expansion", visit https://oxfordroad.com/whats-a-podcast

For the complementary podcast series exploring the future of podcasting, listen on Spotify or Apple.