Edison Research, SoundStack Launch Podcast Download Metrics Service.

Edison Research, which has been releasing quarterly survey-based reports on the most listened-to podcasts, is now expanding its measurement service. Edison has partnered with SoundStack to launch Edison Download Metrics, a new service that delivers podcast download analytics. While Edison Podcast Metrics measures weekly reach of podcasts and networks regardless of whether they subscribe to the service, the company says its new Edison Download Metrics provides publishers with opt-in access to precise download data.

“We see this as the next step in Edison Research’s efforts to provide data to the podcasting industry worldwide that helps bring more advertising dollars into the space,” said Melissa Kiesche, Edison Senior VP and podcasting lead. “While our survey of 20,000 podcast listeners each year provides the most complete look at the totality of actual listening to all podcasts in the U.S., our new download counting service, powered by SoundStack’s industry-leading tech, will provide deeper information to subscribers, especially for smaller and short-run shows.”

Edison joins a measurement field that already includes services from Podtrac and Triton Digital, as well as a newly launched offering from Podscribe. But Edison is positioning its service as an independent, third-party research provider with no ownership or affiliation with any publisher or sales house. It also says the new Download Metrics will comply with the IAB Tech Lab’ Podcast Technical Measurement Guidelines v2.2.

“We are excited to bring the technical infrastructure and data that allows Edison to deliver an independent, third-party measurement solution to help the podcasting industry grow,” said Rockie Thomas, Chief Strategy Officer at SoundStack, which is already a certified IAB v2.2 vendor.

Edison’s new Download Metrics service launches with what it says is a major podcast network using the data — it didn’t identify the company — and Edison says several additional publishers are scheduled to join in the coming months.