Podtrac
Podtrac, founded in the early 2000s, has established itself as a key player in podcast analytics and measurement.
Profile
Podtrac provides analytics and measurement tools for podcasters and advertisers to track audience growth and engagement across multiple platforms.
Podtrac, founded in the early 2000s, has established itself as a key player in podcast analytics and measurement. The company provides tools for podcasters, advertisers, and industry professionals to track and grow their audiences. Podtrac's multi-channel metrics and smart links help podcasters understand listener behavior across platforms, including emerging video formats like Instagram, TikTok, and YouTube Shorts.
In January 2026, Podtrac launched a global podcast ranker that measures consumption across audio and video, revealing that 51% of top podcast consumption now comes from video clips. The company is supported by major industry players like iHeartRadio, NPR, and Wondery. While Podtrac does not disclose financials, its influence is evident through its adoption by top publishers like PodcastOne, which has consistently ranked in Podtrac's Top 10 Publishers list. The company's focus on cross-platform measurement positions it well as podcasting evolves beyond traditional audio.
Who buys this
- Podcasters and content creators seeking audience insights
- Advertisers and agencies planning and measuring podcast ad campaigns
- Podcast networks and publishers benchmarking performance
- Industry analysts and researchers tracking podcast trends
Publicly disclosed clients
- PodcastOne
- iHeartRadio
- NPR
- Wondery
Strengths and what to watch
Strengths
- Multi-channel measurement including video clips, a growing segment of podcast consumption
- Industry-standard rankings used by major publishers and advertisers
- Long-standing relationships with top podcast networks and platforms
Watch for
- Competition from platform-native analytics as podcasts move behind walled gardens
- Measurement challenges as consumption shifts to video formats
- Dependence on publisher participation for ranking accuracy
Recent moves
Key Information
- Founded
- 2000
Frequently Asked Questions
What does Podtrac do for podcasters?
Podtrac provides analytics tools to track audience growth and engagement across platforms. Their multi-channel metrics help podcasters understand listener behavior, including emerging video formats. Major publishers like NPR and PodcastOne use Podtrac to benchmark performance and optimize content strategies.
How does Podtrac measure podcast audiences?
Podtrac tracks consumption across audio and video platforms using smart links and multi-channel metrics. Their 2026 global ranker revealed 51% of top podcast consumption comes from video clips. Measurement includes traditional audio and emerging platforms like TikTok and YouTube Shorts.
Who uses Podtrac analytics services?
Top podcast networks like iHeartRadio, NPR, and Wondery rely on Podtrac. Advertisers use it to measure campaign effectiveness, while publishers benchmark performance. PodcastOne consistently ranks in Podtrac's Top 10 Publishers list, demonstrating industry adoption.
What is Podtrac's Top 10 Publishers list?
Podtrac's industry-standard ranking measures podcast publisher performance. The list tracks consumption across platforms, with publishers like PodcastOne regularly appearing. Rankings help advertisers identify top performers and allow networks to benchmark against competitors.
Does Podtrac track video podcast analytics?
Yes, Podtrac's 2026 multi-channel ranker includes video measurement. Over half of top podcast consumption now comes from video clips on platforms like Instagram and YouTube Shorts. This reflects podcasting's evolution beyond traditional audio formats.
How does Podtrac compare to other analytics tools?
Podtrac stands out for cross-platform measurement, including emerging video formats. Its long-standing industry relationships and standardized rankings differentiate it from platform-specific analytics. However, walled gardens pose measurement challenges as podcast distribution fragments.
Sources
- podnews.net — Launch of multi-channel ranker including video measurement
- www.sec.gov — PodcastOne's ranking in Podtrac's Top 10 Publishers
- podtrac.com — Company overview and client relationships
- link.podtrac.com — Example of Podtrac Smart Links product