Edison Research, SoundStack Launch Podcast Download Metrics Service

Edison Research, the industry leader in podcast audience measurement and provider of Edison Podcast Metrics, has partnered with SoundStack, the independent technology and services company for audio publishers, to launch Edison Download Metrics, an innovative service that delivers precise podcast download analytics for publishers of all sizes.

“We see this as the next step in Edison Research’s efforts to provide data to the podcasting industry worldwide that helps bring more advertising dollars into the space,” said Edison Research Senior Vice President and podcasting lead Melissa Kiesche. “While our survey of 20,000 podcast listeners each year provides the most complete look at the totality of actual listening to all podcasts in the U.S., our new download counting service, powered by SoundStack’s industry-leading tech, will provide deeper information to subscribers, especially for smaller and short-run shows.”

While Edison Podcast Metrics measures weekly reach of podcasts and networks and provides the most complete view of podcast listening habits in the U.S. through survey data, Edison Download Metrics provides publishers with opt-in access to precise, IAB v2.2-compliant download data. One major podcast network has already implemented the new download metrics service, with several additional publishers scheduled to join in 2025. The service is designed to be accessible for large networks and independent podcasters alike, with scalable solutions for publishers of any size.

Rockie Thomas, Chief Strategy Officer at SoundStack said, “We are excited to bring the technical infrastructure and data that allows Edison to deliver an independent, third-party measurement solution to help the podcasting industry grow.” SoundStack is a certified IAB v2.2 vendor.

Edison Research maintains its position as an independent, third-party research provider with no ownership or affiliation with any publisher or sales house. Through Edison Podcast Metrics, the company conducts the most extensive podcast listening research in both the U.S. and UK markets.

Publishers interested in Edison Download Metrics can utilize the service as their primary download tracking solution or add it to their existing Edison Podcast Metrics subscription for a more comprehensive view of their podcast performance.

Subscribers to Edison Download Metrics will receive:

• Verified IAB v2.2-compliant download metrics, providing trusted, industry-standard measurement.
• Subscribers to both Edison Download Metrics and Edison Podcast Metrics will receive:
• Verified IAB v2.2-compliant download metrics, providing trusted, industry-standard measurement.
• Comprehensive insights, blending verified download data with listener findings available only through Edison’s industry-leading survey.
• Enhanced audience profiles for every podcast, delivering detailed demographics and weekly reach estimates—even for small or limited-run shows.
• Ability to integrate with agency planning systems, streamlining ad workflows and maximizing monetization opportunities.

The combination of survey data plus the download metrics allows for more robust information for publishers. Perhaps more importantly, the information will bring more visibility for podcasting to advertisers, with set plans to use the information in agency planning systems.

Representatives from both companies will showcase the new service at Podcast Movement Evolutions in Chicago, March 25-28, 2025. To connect with us, contact info@edisonresearch.com or info@soundstack.com.