Last updated Apr 18, 2026 by jonholm
Pew Research Center's examination of how podcast advertising measurement has evolved from simple download counts toward attribution-based outcome measurement, drawing on surveys of 1,200 podcast advertisers and listeners. The study finds that 67% of advertisers now require some form of conversion tracking for podcast buys, up from 31% in 2023, and examines how this is reshaping the competitive dynamics between hosting platforms and independent measurement vendors. Podscribe and similar pixel-based solutions are examined in depth.
Pew Research Center's examination of how podcast advertising measurement has evolved from simple download counts toward attribution-based outcome measurement, drawing on surveys of 1,200 podcast advertisers and listeners. The study finds that 67% of advertisers now require some form of conversion tracking for podcast buys, up from 31% in 2023, and examines how this is reshaping the competitive dynamics between hosting platforms and independent measurement vendors. Podscribe and similar pixel-based solutions are examined in depth.