• by Ray Schultz , Yesterday

Consumers are confused over just what a podcast is, judging by a new study from Oxford Road and Edison Research.  

They identify each of several options as a podcast, with an overlap between choices:

• Recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere (Spotify, Apple Podcasts, etc.) — 72%
• A show created only as audio and available on-demand — 60% 
• Videos of people discussing any topic that are only available on YouTube — 52% 
• Recordings of radio shows that have previously aired — 39%
• How-to/Do-it-yourself videos on youTube — 27%
• None — 11% 

The study notes that “the question of what qualifies as a podcast has become harder to answer. Legacy definitions, once sufficient to describe the medium, have failed to keep pace with the innovation and expansion across platforms, formats, and business models.” 

The study concludes that the lack of alignment in this hybrid ecosystem is “creating real financial drag across the industry.” It observes that:  

1. Marketers are confused about what qualifies as a podcast, how to value it, and where to budget for it.
2. Platforms are siloed, making it difficult for advertisers to compare results or scale campaigns across environments. 
3. Creators are caught between distribution strategies and rising production burdens—with no clear signal about where the money will flow next.