The Interactive Advertising Bureau (IAB) Tech Lab has released Version 2.3 of its Podcast Technical Measurement Guidelines, proposing updates that reflect how podcasting has evolved over the past few years.

The revised guidelines include recommendations for measuring podcast consumption across both audio and video, while providing clearer standards for downloads, streaming, and audience reporting. The goal is to create greater consistency across hosting platforms, advertisers, publishers, and analytics providers as podcast listening habits continue to change.

Among the proposed updates are:

• Expanded guidance for measuring video podcasts alongside traditional audio

• More consistent methods for reporting downloads and streams

• Updated recommendations that account for evolving listening behaviors across platforms

• Continued efforts to improve transparency and confidence in podcast audience measurement

While these technical standards are primarily used by hosting providers, analytics companies, and advertisers, they ultimately help create a more consistent and trusted podcast ecosystem for everyone.

One of the most important aspects of this update is that the IAB Tech Lab is actively seeking public feedback before the guidelines are finalized. The public comment period is open through August 19, giving podcasters, hosting companies, advertisers, and other industry stakeholders an opportunity to review the proposed standards and share their perspectives.

Podcasting has always been driven by its community, and this is a chance for independent creators to help shape the standards that could influence how podcasts are measured and ultimately valued for years to come.

If you have thoughts about podcast analytics, video measurement, or the future of podcasting, share your feedback here.

What this means for indie podcasters

• Industry measurement standards continue to evolve as podcasting expands into video.

• More consistent reporting helps advertisers better understand podcast audiences and compare campaigns across platforms.

• Standardized metrics can increase confidence in podcast advertising, benefiting creators of all sizes.

• As podcasting matures, creators may see more accurate reporting and stronger opportunities to demonstrate the value of their audiences.

Podcasting has come a long way from simply counting downloads. As creators publish across audio, video, and multiple listening platforms, industry standards like these help ensure everyone is speaking the same language when it comes to measuring success.

Learn more

Taking a Break Doesn't Have to Mean Losing Your Audience

Our friends at Headliner recently published a helpful guide for podcasters who may need to take a break from creating. Whether you're avoiding burnout, navigating a busy season of life, or simply recharging creatively, the article offers practical tips for pressing pause without leaving your audience behind.

Rather than disappearing unexpectedly, Headliner encourages creators to plan ahead by communicating with listeners, repurposing existing content, scheduling promotional posts, and setting realistic expectations for their return. The guide also reminds podcasters that taking time to rest isn't a sign of failure—it's often part of building a sustainable creative practice.

Some of the article's recommendations include:

• Let your audience know why you're taking a break and when you expect to return.

• Repurpose favorite episodes, highlight past content, or create "best of" collections to stay visible.

• Schedule social posts and newsletters to maintain a connection while you're away.

• Use the break to evaluate what's working and return with renewed focus and fresh ideas.

• Remember that consistency over the long term is more important than never missing an episode.

Why This Matters

Many independent creators juggle podcasting alongside full-time jobs, families, businesses, and other responsibilities. While consistency is important, sustainability matters too.

Planning for breaks can help reduce burnout, preserve your relationship with listeners, and make it easier to return with energy and enthusiasm instead of feeling pressured to quit altogether.

If you're considering taking a break or simply want to build a healthier long-term workflow read more here.

• Podtour: Nashville Stop

  • Date: August 4, 2026 from 6:00pm-8:00pm EST

  • Join us for a fun time of networking, learning, and sharing podcasting tips. Presented by Podmatch and Morgan James Publishing and brought to you in partnership with Podfest Expo and Stimulate Sexual Health and Wellness Conference & Trade Show.

Join us in Nashville, Tennessee.

• Empowered Podcasting Conference

  • Date: August 21-23, 2026 in Charlotte, NC

  • A three-day live event in which attendees will hear from successful podcasters, marketing experts, industry leaders, and media professionals using podcasting to expand their reach and grow their organizations. The conference features workshops and breakout presentations covering podcast launch strategies, how to market your show, tips for building better content, how to grow your audience, the best ways to monetize your content, plus space for networking.

Purchase your ticket here.

Are We Giving Too Much Away to Social Media?

For the past few years, podcasters have heard the same advice:

Create more clips.

Post more Shorts.

Repurpose every episode.

Be everywhere your audience is.

And for good reason, recent studies continue to show that clips are one of the primary ways new listeners discover podcasts.

But a growing conversation inside the industry is asking a different question:

At what point does promotion stop helping your podcast... and start helping the platform more than it helps you?

In a recent interview, Red Seat Ventures CEO Chris Balfe argued that while “clipping” increases visibility, it can also shift attention (and advertising value) to social platforms instead of the podcast itself.

The reality? Podcast clips are incredibly effective, but they may also be changing how audiences consume long-form content.

What's Behind It?

• Short-form clips have become one of the biggest drivers of podcast discovery.

• Platforms like TikTok, Instagram, YouTube Shorts, and LinkedIn reward bite-sized content.

• AI tools have made creating clips faster and easier than ever.

• At the same time, creators are asking whether those clips always translate into downloads, subscribers, or revenue—or simply generate engagement for someone else's platform.

Underlying Questions

For years, the goal was simple:

Get people to listen to the full episode.

Now many creators spend nearly as much time producing promotional content as they do producing the podcast itself.

So...

Are clips the gateway to deeper audience relationships?

Or are we unintentionally training audiences to consume only the highlights?

And perhaps the biggest question of all:

Should the goal of a clip be views or conversions?

What are your thoughts?

Is this...

• A worthwhile tradeoff because clips are the best discovery tool podcasting has ever had?

OR

• A warning that creators need to be more intentional about how much of their best content they give away for free on social platforms?

Final Thoughts

Podcasting success isn't just about creating great conversations, it's about deciding where those conversations create the most value.

The challenge for creators isn't simply making more clips.

It's making sure those clips ultimately bring people back to the place where the relationship and your business can truly grow.

We would love to hear your thoughts. Reply to this email and let us know. We would love to feature your responses in our weekly Messenger!

• Cenence hiring for Podcast Producer

• Black Mental Health Matters Inc looking for Show Host (Volunteer)

• Showball hiring for Creative Storyteller for Faith-Based Media

• Twine hiring for Remote Podcast Editor

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PodMatch believes that podcasting is the most powerful content medium for informing, inspiring, and motivating people to take action toward a more positive future. PodMatch’s purpose is to elevate independent voices on both sides of the microphone, empowering them to impact listeners in their own positive way, ultimately, making the world a better place.

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