By Alison Weissbrot
Podcast measurement has been limited beyond seeing that someone downloaded an episode of a show, making it difficult for publishers to understand more about the audience listening.
That’s changing. On Friday, Spotify’s Megaphone revealed a new tool that will allow publishers to tie listenership to Nielsen demos.
The tool is available to a network of 20,000-plus podcast publishers that host and monetize their shows through Megaphone, the podcasting platform Spotify acquired for $235 million in November. And it can be used for measurement not just on Spotify, but wherever people are listening to these publishers’ shows.
Megaphone already had a partnership wi
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