Kantar to run podcast tracker

From September, the service will cover demographics, what platform podcast listeners are using, the genres people are listening to and for how long. It will be part of Kantar’s lifestyle panel, which has 15,000 members.

Insight from ‘The Great British Podcast Tracker’ will be available on a four-weekly basis and will include a historical dataset tracking panellists’ use of music streaming and other media. The company also plans to conduct an in-depth survey twice a year to understand podcast behaviour further.

James Foti, consumer insight director at Kantar, said: “Podcasts are becoming an established channel and marketers need to understand the role they play in the marketing mix. Our new service will for the first time give a clear picture of who podcast listeners are, what other media they engage with and even where they last shopped.”