Oxford Road, the world’s leading audio and podcast advertising agency, has partnered with Edison Research, a respected authority in media research, to release a groundbreaking white paper titled “What is a Podcast?: Preserving its Essence, Structuring for Expansion.” The study sheds light on a critical identity crisis within the podcasting industry—one that threatens its future scalability and commercial potential.

As podcasting evolves from a niche medium into a mainstream multi-billion-dollar industry, confusion around definitions, inconsistent metrics, and fragmented platforms are creating serious barriers for advertisers and stakeholders. The white paper calls for a unified approach to defining podcast content and introduces a framework to standardize measurement across the ecosystem.

The Identity Crisis in Modern Podcasting

Despite its meteoric rise, podcasting is at a crossroads. The traditional definition of a podcast—an audio-first, on-demand medium—has blurred with the rise of video-driven experiences on platforms like YouTube and Spotify.

Findings from the Oxford Road–Edison Research report include:

• 72% of Americans aged 12+ believe that video discussions on YouTube, when also available in audio form, qualify as podcasts.

• Advertisers face barriers to investing due to:

  • Vague or inconsistent definitions of what constitutes a podcast.

  • Fragmented platforms and reporting mechanisms.

  • Inadequate attribution and analytics.

• The convergence of audio and video formats has eroded clarity around podcast identity, undermining both advertiser confidence and long-term monetization.

Why a Clear Definition Matters

To pave the way for sustainable growth and restore clarity, the report proposes updated working definitions of podcasting:

Podcast :

"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 :

"An episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience."

These refined definitions serve to:

• Acknowledge the hybridization of formats.

• Preserve the audio-first heritage of podcasting.

• Create clarity for listeners, creators, and advertisers alike.

By separating audio podcasts from video podcasts, the industry can better align content formats with measurement methodologies and audience expectations.

Measurement: The Next Big Bottleneck

Advertisers are eager to invest in podcasting but are held back by the lack of standardized metrics. Currently, podcast measurement varies wildly across platforms, limiting visibility into true performance.

The report advocates for:

• Open Measurement Protocol for Podcasting (OMPP)
  A cross-industry framework for interoperable, privacy-compliant analytics.

• Standardized taxonomy
  Common language for defining podcast formats, distribution types, and engagement metrics.

• Cross-platform attribution
  Tools that allow advertisers to see ROI across both open RSS and closed platforms like Spotify or Apple Podcasts.

These recommendations mirror successful industry-wide efforts in digital display and connected TV advertising, suggesting that podcasting could follow a similar trajectory if key players align on common standards.

Industry Collaboration: A Call to Action

Oxford Road and Edison Research are not acting in isolation. The white paper synthesizes:

• A nationally representative survey of over 4,000 U.S. listeners.

• In-depth qualitative interviews with podcast fans.

• Insights from 30+ media executives featured on the Media Roundtable podcast.

The message is clear: without unified standards, podcasting’s commercial future is at risk. But with collaboration, transparency, and modernization, the industry could unlock billions in untapped advertising potential.

“Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it,” says Dan Granger, CEO of Oxford Road and Veritone One.

Preserving the Power, Unlocking the Potential

The white paper by Oxford Road and Edison Research is more than a research report—it’s a roadmap for redefining and revitalizing podcasting in an age of media convergence. By advocating for:

• Clear content definitions

• Privacy-safe, interoperable measurement

• Industry-wide collaboration

The authors aim to protect what made podcasting powerful—its intimacy, accessibility, and diversity—while opening new doors to monetization and global reach.

The future of podcasting won’t be shaped by technology alone, but by the shared commitment of creators, advertisers, platforms, and audiences to bring clarity to the medium.