What Podtrac does

Podtrac, Inc. is a private podcast measurement and analytics company founded in 2005 and headquartered in Washington, DC. The company provides standardized podcast download and audience measurement, ad attribution, demographic analysis, and advertiser planning data to three primary customer groups: podcasters and networks, advertisers and agencies, and podcast industry professionals. Its core technology is a multi-channel measurement and analytics platform that is verified compliant with the IAB Tech Lab Podcast Measurement Technical Guideline Version 2.0 (achieved August 2019), and which supports products including the Podcast Measurement & Growth Platform, Podcast Smart Links (with social and paid link tracking), Podcast-to-Podcast Promo Attribution, Advertiser Planning Data, Podcast Ad Attribution, Podcast Demographics, and a Publisher Dashboard. A distinctive output is the monthly Top Publisher & Network Rankings and Top Podcasts Rankings, which are widely cited across the podcast industry as the de facto benchmark.

The business model is dual-sided. On the publisher side, Podtrac sells tiered subscription plans (referenced via a Publisher Plans & Pricing page) for measurement and analytics accessed through a self-serve portal at publisher.podtrac.com. On the advertiser and agency side, the company monetizes advertiser planning data and ad attribution services, and has extended into a B2B Enterprise Analytics Platform offering CRM integration, multi-touch pipeline influence, and account-level listener intelligence for enterprise marketing teams. Go-to-market combines self-serve PLG for the long tail of publishers with direct sales for enterprise advertiser and agency accounts; marketing is anchored by the rankings publication, a measurement blog, email newsletter, and earned third-party coverage. Industry endorsements span Spotify, iHeartMedia, NPR, Disney, WarnerMedia, ViacomCBS, Wondery, and WNYC Studios. The company has remained privately held with no disclosed external funding rounds, and is led by founder and CEO Mark McCrery, founder and CTO Robert Freeland, and Vice President of Product Management Velvet Beard.

Name

Podtrac

Legal name

Podtrac, Inc.

Website

https://podtrac.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Podtrac is a podcast measurement and analytics company founded in 2005, providing IAB-compliant download and audience analytics, ad attribution, advertiser planning data, and industry rankings to podcasters, networks, advertisers, and agencies.

Ownership category

akta.pro rank

Product category

Podcast Analytics and Measurement

NAICS

Web Search Portals, Libraries, Archives, and Other Information Services (5192), Radio Broadcasting Stations (51611)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Podcast Analytics, Measurement & Attribution Platforms (MPAIADAL)

akta.pro secondary industry

Podcast Measurement, Attribution & Audience Insights (MPACADAI)

Keywords

• Podcast measurement analytics
• Podcast advertising attribution
• Audience measurement platform
• Podcast rankings data
• Promo attribution tracking

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Publisher Measurement Subscriptions: Podtrac provides measurement and analytics services to podcasters and networks, likely through subscription-based plans with tiered features based on show count and analytics depth
2. Advertiser Planning & Attribution Data: Data services for advertisers and agencies to plan podcast campaigns and measure ad attribution performance
3. Enterprise Analytics Platform: B2B podcast analytics for enterprise marketing teams, including CRM integration, multi-touch pipeline influence, and account-level listener intelligence

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Podtrac provides podcast measurement, analytics, and attribution services for podcasters, networks, advertisers, and agencies. Core offerings include multi-channel audience metrics, smart links for cross-channel tracking, podcast-to-podcast promo attribution, and advertiser planning data. The company also publishes industry-standard monthly rankings and demographics data products used as benchmarks across the podcast industry.

Product overview

Podtrac is a podcast analytics and measurement platform offering a unified portfolio of products for three primary segments: podcasters and networks, advertisers and agencies, and industry professionals. The core offering centers on the Podcast Measurement & Growth Platform, supplemented by Podcast Smart Links for cross-channel tracking, Podcast-to-Podcast Promo Attribution for campaign measurement, Advertiser Planning Data for campaign intelligence, and Podcast Ad Attribution for conversion tracking. The platform also publishes industry-standard Top Publisher & Network Rankings, Top Podcasts Rankings, and Historical Rankings data products. Demographics services provide audience profiling, while the Publisher Dashboard provides authenticated access to analytics. The company positions itself as the industry reference for verified podcast measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Podcast Measurement & Growth Platform Multi-channel metrics platform enabling podcasters and networks to measure audience growth and track revenue performance across their podcast portfolio.
• Podcast Smart Links Smart link solution that enables podcasters to direct listeners across platforms and measure cross-channel performance with social or paid link tracking.
• Podcast-to-Podcast Promo Attribution Attribution tracking solution that measures the effectiveness of podcast advertising and cross-promotion campaigns between shows.
• Advertiser Planning Data Data platform providing advertisers and agencies with audience insights and landscape intelligence for campaign planning and budget allocation.
• Podcast Ad Attribution Campaign tracking solution enabling advertisers to measure podcast ad performance and attribute conversions across publisher networks.
• Top Publisher & Network Rankings Monthly industry rankings of top podcast publishers and networks by audience size, providing benchmark visibility for industry participants.
• Top Podcasts Rankings Rankings of top-performing individual podcasts by audience metrics, enabling performance benchmarking across the industry.
• Historical Rankings Archive of past Podtrac rankings data allowing analysis of podcast audience trends over time.
• Podcast Demographics Audience demographic analysis service providing listener profiling data including age, gender, geographic, and interest segments.
• Publisher Dashboard Authenticated portal for publishers to access their analytics data, manage their podcast portfolio, and access measurement reports.

Quantifiable outcome

• PodcastOne ranked #7 in Podtrac Top Podcast Publishers May 2026 with 20M+ downloads and 6.6M monthly listeners
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered minor.

• SpotifyminorOthersMajor podcast platform listed among supporters of Podtrac; represents mutual industry relationship where Spotify's podcast ecosystem benefits from standardized measurement
• iHeartMediaminorOthersiHeartRadio parent company listed among Podtrac supporters; represents mutual industry relationship for standardized podcast measurement
• NPRminorOthersMajor public radio network listed among Podtrac supporters; NPR's podcast content uses Podtrac for industry-standard measurement
• WonderyminorOthersPremium podcast network listed among Podtrac supporters; Wondery's storytelling podcasts measured using Podtrac standards
• WNYC StudiosminorOthersLeading public radio podcast studio listed among Podtrac supporters

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Edison Research: Edison Research conducts syndicated and custom research on podcast audiences, including the Infinite Dial and Share of Ear studies, frequently cited by advertisers and networks. Comparable to Podtrac's demographics and industry research offerings, though broader in research scope.
• Comscore: Comscore provides cross-platform audience measurement including podcast and audio metrics via its Comscore Audio product. It is a larger incumbent with broader media measurement focus that overlaps with Podtrac's advertiser planning and audience insight capabilities.
• Triton Digital (iHeartMedia): Triton Digital is an audio technology and measurement platform serving streaming, broadcast, and podcast advertising. Now owned by iHeartMedia, it offers podcast programmatic infrastructure and audience measurement overlapping with Podtrac's advertiser planning data and ad attribution offerings.
• Nielsen (Nielsen Audio / Nielsen Podcasts): Nielsen operates broad cross-platform audio measurement including Nielsen Audio for radio and podcast audience measurement. It is a larger, well-established incumbent in audio measurement that competes for advertiser planning dollars against Podtrac's advertiser planning data product.

Others

• Veritone: Veritone provides AI-driven analytics for audio, video, and broadcast content including ad verification and attribution. It is an adjacent AI/analytics vendor in the broader audio intelligence space that could partner with or compete against Podtrac's attribution capabilities, particularly as AI-driven measurement becomes more prevalent.

Direct peers

• Magellan AI: Magellan AI is a podcast advertising analytics and verification platform providing competitive intelligence, ad tracking, and ad spend estimates across podcast inventory. It is the most direct functional peer to Podtrac's advertiser-side measurement and attribution offering.
• Podscribe: Podscribe is a podcast advertising attribution platform that measures ROI on podcast ads through promo code, unique URL, and pixel-based attribution. Directly comparable to Podtrac's podcast ad attribution and podcast-to-podcast promo attribution products.
• Chartable (Spotify-owned): Chartable provided podcast analytics, smart links, and attribution for podcasters and advertisers before being acquired by Spotify in 2022. Its functionality and market positioning were directly competitive with Podtrac's measurement, smart links, and attribution stack.

Emerging players

• Spotify for Podcasters: Spotify's native podcast creator dashboard provides first-party measurement, audience insights, and ad performance data to publishers hosted on Spotify. It represents platform-level analytics that competes with Podtrac on a subset of publisher measurement use cases, particularly for Spotify-hosted shows.
• Sounds Profitable / The Podcasting Landscape: Sounds Profitable is an industry intelligence and consulting firm covering podcast advertising technology, measurement, and trends. Compares to Podtrac on the industry-professional segment side, though focuses on research and consulting rather than measurement product delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/podtrac
• LinkedInlinkedin.com/company/podtrac-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Podtrac