Podscribe Warns Spotify Video Podcasts May Undercount Performance Metrics
As video podcasts continue to surge in popularity, analytics accuracy is becoming a critical concern for creators, advertisers, and publishers alike. Podscribe, a leading podcast attribution and measurement platform, has issued a cautionary notice to publishers using Spotify Video, warning that performance metrics for video-enabled podcasts may be undercounted due to tracking limitations.
The company has clarified that the issue does not reflect a decline in real listener or viewer engagement, but rather a technical constraint in external tracking caused by Spotify Video’s lack of support for traditional tracking pixels.
This development highlights a broader industry challenge: balancing rapid platform innovation with transparent, reliable measurement—especially as video transforms podcasting into a more complex multimedia ecosystem.
Podscribe has informed podcast publishers that Spotify Video does not currently support tracking pixels, a key tool used to measure impressions, listener behavior, ad exposure, and conversion data.
Because of this limitation:
Consumption metrics for Spotify Video podcasts may appear lower in Podscribe reports.
Ad delivery and campaign performance may seem underrepresented.
Actual engagement on Spotify may not be accurately reflected in third-party analytics dashboards.
In its communication to publishers, Podscribe emphasized that:
The perceived decline in delivery does not indicate reduced real-world performance on Spotify, but instead reflects a limitation in external measurement capabilities.
Why Tracking Pixels Matter in Podcast and Video Analytics
Tracking pixels are essential in the podcast advertising ecosystem. They help platforms like Podscribe:
Track ad impressions
Measure conversion rates
Attribute listener actions to campaigns
Model ad performance across platforms
Provide ROI insights to advertisers
Without pixel support, direct measurement becomes impossible, forcing analytics firms to rely on modeled or platform-provided data instead of verified tracking events.
This creates potential gaps in:
Advertiser confidence
Campaign optimization
Publisher monetization reporting
Media planning accuracy
The Core Issue: Spotify Video’s Closed Measurement Environment
Spotify Video represents a growing but more closed ecosystem compared to traditional podcast RSS feeds. Unlike standard podcast platforms, Spotify hosts video podcasts within its proprietary app environment, limiting access to third-party tracking technologies.
Measurement becomes dependent on Spotify’s internal reporting
Cross-platform performance comparisons become more complex
This mirrors similar challenges seen in YouTube, TikTok, and streaming TV ecosystems, where platform-controlled metrics increasingly dominate.
Podscribe’s Workaround: A Data Integration Solution
To mitigate the issue, Podscribe is offering an automated integration workaround for publishers who distribute video podcasts on Spotify.
How the Workaround Works:
Podcast publishers can send Spotify Video performance data directly to Podscribe
Podscribe can then count impressions and model ad impact
The system functions similarly to how Podscribe handles YouTube performance data
What It Can Do:
Estimate impressions
Model campaign performance
Provide comparative insights
What It Cannot Do:
Perform direct, pixel-based measurement
Track listener-level engagement in the same detail as RSS-based podcasts
Fully replicate standard attribution accuracy
Podscribe notes that while the workaround improves visibility, it does not offer the same measurement fidelity as non-Spotify video podcasts.
The Trade-Off for Podcasters: Visibility vs. Measurement Precision
For creators, opting into Spotify Video presents both opportunities and compromises.
Benefits of Spotify Video Adoption:
Expanded audience reach
Higher content discovery potential
Increased engagement time
Access to Spotify’s monetization tools
Enhanced brand presence through video
Drawbacks:
Reduced third-party measurement accuracy
Potential advertiser skepticism over reported numbers
Greater reliance on platform-controlled analytics
Podscribe acknowledges that while measurement complexity increases, overall visibility and consumption often rise for creators who embrace video.
Spotify’s Video Podcast Growth: The Bigger Picture
Spotify’s aggressive push into video podcasting continues to reshape the media landscape.
Key Spotify Video Podcast Stats:
390+ million users streamed video podcasts in Q3
54% year-over-year growth in video podcast viewers
Watch time has more than doubled
Nearly 500,000 video podcast shows now hosted on Spotify
This rapid expansion signals a major shift in how audiences consume podcast content—blending audio, video, social engagement, and interactive discovery.
The Role of Spotify’s Partner Program in Video Podcast Expansion
Spotify attributes much of its video podcast growth to its Spotify Partner Program, which allows creators to:
Monetize video and audio more efficiently
Access integrated advertising tools
Receive platform-level promotion
Scale revenue streams beyond traditional podcast ads
The program has accelerated the adoption of video formats, enabling creators to:
Repurpose long-form podcasts into video episodes
Build visual brand identity
Expand onto social and streaming ecosystems
Industry Impact: What This Means for Advertisers
Advertisers rely heavily on accurate attribution to justify spending. Measurement blind spots could lead to:
Potential Advertiser Concerns:
Difficulty verifying campaign performance
Lower reported impressions than actual delivery
Reduced confidence in cross-platform reporting
Hesitation to allocate budget toward Spotify Video podcasts
Strategic Implications:
Brands may need to:
Trust platform-reported metrics more
Adjust campaign KPIs
Use blended attribution models
Evaluate Spotify Video placements differently from RSS-based podcasts
Publishers and Networks Face Reporting Challenges
Podcast networks managing multi-platform portfolios now face a more complex analytics landscape.
Operational Challenges:
Reconciling Spotify Video metrics with RSS analytics
Explaining underreported delivery to advertisers
Updating media kits and audience reporting formats
Training sales teams to communicate measurement nuances
Publishers must increasingly act as data interpreters, bridging gaps between platform metrics and advertiser expectations.
The Broader Industry Trend: Walled Gardens and Data Control
Spotify’s model reflects a larger industry movement toward platform-controlled data ecosystems, often referred to as “walled gardens.”
Similar trends exist in:
YouTube
TikTok
Instagram Reels
Streaming TV platforms
Connected TV advertising
Key Pattern:
As media platforms expand monetization capabilities, external measurement access often becomes more restricted.
This shifts power toward:
Platform-owned analytics
First-party data models
Proprietary attribution systems
Why This Matters for the Future of Podcast Monetization
Podcasting’s evolution into a video-first hybrid medium is creating new monetization opportunities—but also new measurement complexities.
Long-Term Implications:
Measurement standards may need updating
Industry groups may push for new attribution frameworks
Platforms could face pressure to improve transparency
Advertisers may require unified cross-platform metrics
This moment could mark a turning point in how podcast ROI is measured industry-wide.
Expert Take: Is Measurement Lagging Behind Media Innovation?
Media analysts suggest that measurement technology often lags behind content innovation.
As video podcast adoption accelerates:
Tracking systems must adapt
Attribution standards may need redefinition
Industry benchmarks may shift
Experts argue the real challenge is not Spotify Video itself—but ensuring measurement credibility keeps pace with audience growth.
Creators who proactively manage analytics communication will be better positioned to maintain advertiser trust.
What Advertisers Should Consider
Smart Buying Strategies:
Compare Spotify Video metrics separately from RSS campaigns
Focus on engagement metrics, not just impressions
Use modeled attribution where direct tracking is unavailable
Diversify placements across audio and video platforms
Advertisers who adapt measurement frameworks can still benefit from Spotify’s massive audience scale.
The Road Ahead: Will Spotify Expand Measurement Access?
Industry observers are watching closely to see whether Spotify:
Expands third-party tracking support
Develops deeper analytics integrations
Introduces advertiser-friendly attribution tools
Collaborates with analytics partners like Podscribe
Greater transparency could strengthen Spotify’s credibility in the advertising ecosystem.
Conclusion: A Measurement Challenge in a Rapidly Expanding Market
Podscribe’s warning underscores a key reality of modern media: innovation often outpaces infrastructure.
While Spotify Video podcasts offer creators unprecedented reach and engagement growth, measurement limitations remain a critical hurdle for publishers, advertisers, and analytics firms.
Still, the underlying trend is clear—video podcasting is not a passing fad, but a core pillar of the future creator economy.
The challenge ahead lies in ensuring measurement accuracy evolves as quickly as the platforms themselves.
Frequently Asked Questions (FAQ)
Why does Spotify Video limit tracking pixels?
Spotify’s closed platform architecture restricts third-party tracking tools to maintain ecosystem control and user privacy.
Does this mean Spotify Video podcasts perform worse?
No. Performance may appear lower due to reporting limitations, not actual reduced engagement.
Can Podscribe still measure Spotify Video?
Yes, but through modeled performance and data integrations, not direct pixel tracking.
Should podcasters avoid Spotify Video?
Not necessarily—many creators benefit from increased reach despite analytics trade-offs.
