What is a Podcast?

Preserving its Essence, Structuring for Expansion

Podcasting, once the “pirate radio” of the media world, has become a cultural force and commercial juggernaut. But as video encroaches and platforms wall off access, the definition of a podcast is up for debate. The industry stands at a crossroads. In What Is a Podcast?, Oxford Road and Edison Research sound the alarm—and offer the framework to forge a path forward.

Pairing a comprehensive study by Edison Research and 30+ executive-level conversations with industry leaders, we deliver the definitive snapshot of where podcasting stands today and the threats to its existence as we know it. The stakes are nothing less than the sustainability of the entire channel.

This landmark report is not just a valuable research study—it’s a battle cry for clarity, and an imperative to safeguard the medium’s future while unlocking its full potential. For anyone who works in podcasting, invests in it, or simply believes in its power, this is essential reading.

What is your role?*

Drawing on Edison’s quantitative research with 4,000+ Americans and exclusive insights from industry executives, creators, and thought leaders, the report lays out an actionable definition of podcasting that balances inclusivity and precision.

From shared taxonomy and measurement to considerations around distribution and monetization, this white paper delivers a roadmap for industry stakeholders, with recommendations tailored to creators, advertisers, platforms, and researchers alike.

Here’s a preview of key findings:

➛ Video is here to stay: Content that is only available on YouTube in video form was considered a podcast by 52% of respondents–and the more people watch podcasts, the more they expect podcasts to be watchable.

➛ Advertisers are holding back: Despite high engagement, podcasts make up less than 1% of U.S. ad spend—largely due to measurement gaps and definitional uncertainty.

➛ Creators are caught in the middle: Without clear standards, many feel forced to chase platform algorithms over audience connection.

➛ A path forward exists: Read on to find our new definition of podcasting, as well as our proposal for preserving the medium and enabling its growth.

Download this free white paper now and join the movement to define, protect, and grow podcasting—before the things that made it so powerful are diluted beyond recognition.

What's a Podcast?: The Revolution Redefined

To accompany the white paper, we created What’s a Podcast?: The Revolution Redefined—a three-part series exploring the identity crisis, evolution, and future of podcasting. Produced by Oxford Road and Shaun Colón (Age of Audio), and narrated by industry veteran Allyson Marino, the series explores the seismic shifts reshaping the medium.

Once an audio-first frontier, podcasting is being redefined by video, platform exclusivity, and a battle for control. With insights from over 30 industry pioneers—including Ira Glass, Guy Raz, Adam Carolla, and Leo Laporte—the series examines the tug-of-war shaping its future.

As YouTube and Spotify blur the lines between podcasts and video, What’s a Podcast? asks: if we don’t act now, will podcasting lose what made it revolutionary?

This isn’t just a podcast. It’s a wake-up call.

Help Us Keep Podcasting Open

Want to take action?

Help us bring YouTube, Spotify, and other major platforms to the table—not to regulate, but to collaborate. By signing the petition, you’re joining a growing chorus of creators, advertisers, and listeners calling for a shared definition, an open measurement framework, and a future where podcasting remains open, inclusive, and built to last.
Sign our Petition