As digital media continues to evolve at breakneck speed, one of the most familiar formats—podcasting—is facing an identity crisis. This week, that question took center stage at Evolutions by Podcast Movement in Chicago, where Oxford Road CEO Dan Granger delivered a keynote address aimed at tackling the elusive question: What is a podcast, really?
Granger’s keynote wasn’t just a talk—it was the public launch of a wider industry conversation backed by rigorous research and thoughtful debate. His address aligned with the release of a new white paper titled “What is a Podcast? Preserving its Essence, Structuring for Expansion.” The paper was created with support from Edison Research, which surveyed 4,000 Americans to understand how people perceive and define podcasts today. It also drew on the insights of more than 30 prominent figures from across the media landscape—producers, executives, creatives, and analysts—who all weighed in on the topic.
At the heart of this effort is the need to establish a clearer, shared understanding of what podcasting is—and what it isn’t. As the format has expanded beyond its audio roots, the term “podcast” has grown increasingly vague. Are video interviews on YouTube podcasts? What about TikToks that pull clips from audio shows? When Spotify-exclusive video content is labeled as a podcast, is the term losing its meaning?
To help push this conversation forward, Granger also debuted a teaser for a new three-part documentary podcast series called “What’s a Podcast?: The Revolution Redefined.” The series explores the medium’s transformation and challenges its current trajectory, featuring interviews with leading voices in the space. Its aim: to unpack the growing confusion around podcasting’s definition and examine how this uncertainty is impacting creators, platforms, and advertisers alike.
As audiences, platforms, and creators continue to explore the boundaries of digital storytelling, one thing is clear: words matter. And if the podcasting industry can agree on what its defining word actually means, it will be better positioned to grow with purpose, creativity, and confidence.
If you are interested in podcast advertising go to Modernstoa.co.