Podcast analytics company Podstock has formed a partnership with Stockholm-based PodX Group, marking Podstock’s first expansion outside the United States as podcasting becomes a multi-platform medium.

PodX Group operates a network of podcast studios, including Lemonada Media, Platform Media, Perfect Day Media, and Nouvelles Écoutes across multiple markets. The partnership provides PodX with centralized analytics to measure performance across regions, languages, and content formats.

“In every corner of the globe that the PodX umbrella touches, we see the same problem: fragmented measurement because of multi-platform distribution,” Matt Sayward, Chief Strategy Officer at PodX, said in a press release. “By better understanding our audiences clearly across platforms and markets, we can serve our talent, studios, and partners with more precision, take smarter creative and commercial bets, and help move the industry forward.”

Research indicates podcasting has expanded beyond audio-only consumption. According to a recent Colman Insights and Amplifi Media report, 70% of podcast consumers use YouTube to find podcasts, while 57% rely on social media for recommendations. Sounds Profitable found that 71% of active podcast creators now produce video content.

Unified Data Across Studios

Podstock’s platform consolidates audience and revenue data across PodX’s portfolio of media brands, enabling the company to track performance across different distribution channels.

“PodX operates one of the most innovative global networks in podcasting, and with that scale comes complexity,” said Michael Paretzky, co-founder and CEO of Podstock. “Our partnership helps unlock efficiency across their studios and businesses by unifying the data that drives creative and commercial decisions.”

According to the press release, the technology addresses the limitations of single-channel analytics as podcast publishers distribute content across audio platforms, YouTube, connected TV, and social media.

Existing Client Base

Podstock’s current partnerships include Blue Wire, Vox Media, Dear Media, Locked On, and Wave Sports. The company recently signed Ballen Studios and extended its agreement with Dear Media for three years.

PodX Group, founded in 2021, has acquired podcast studios across Europe and Latin America. The company announced in May 2025 that it was acquiring a majority stake in Lemonada Media, marking its first U.S. market entry.

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