Podcast analytics provider Podstock has announced a new partnership with Ballen Studios and a three-year contract extension with Dear Media to enhance cross-platform measurement capabilities for podcast networks.

The deals aim to help podcast publishers connect performance data across audio, video, and social channels with revenue outcomes as content creators increasingly distribute their programming beyond traditional podcast platforms.

Research cited by Podstock indicates 87% of leading U.S. podcasts maintain a YouTube presence and 82% use Instagram and short-form video to drive audience growth, according to a Metricool report. Edison Research shows 79% of weekly U.S. podcast listeners consume video podcasts.

“Podcasting is a multi-platform ecosystem. Publishers and networks need unified data and smarter infrastructure to compete,” Michael Paretzky, co-founder and CEO of Podstock, said in a press release. “Our partnerships reflect a shared commitment to modernizing how podcast businesses operate by connecting the dots between content performance and monetization wherever you get your podcasts.”

Dear Media has extended its existing relationship with Podstock for three years. “Podstock’s platform helps us unlock new revenue opportunities and streamline operations,” said Michael Bosstick, founder and CEO of Dear Media. “Their technology empowers our teams to make data-driven decisions across audio, video, and social platforms.”

Audience Understanding Drives Revenue

Podstock’s centralized platform consolidates performance metrics across distribution channels, a capability that becomes increasingly important as podcast companies expand into YouTube, connected TV, and social media.

Paretzky told Net Influencer that understanding audience behavior across platforms is crucial for business growth: “Regardless of your business model, whether it’s ad sales, subscriptions, live events, or products, your audience is your currency. Understanding that audience deeply is the key to sustaining and growing any creator-led business.”

This comprehensive view addresses the limitations of single-channel analytics tools, which capture only partial audience engagement data.

Changing Economics of Creator Monetization

Podstock’s technology aims to bridge siloed advertising budgets that traditionally separate audio, video, and social media spending.

“Advertisers aren’t just buying impressions anymore, they’re buying access to an audience,” Paretzky said. “The reality is that creators don’t live in those silos; their content and their audiences move fluidly between platforms. Podstock helps creators prove the true reach and value of their audiences across every channel, which ultimately means better deals, less friction in media buying, and more sustainable revenue models for the next generation of creator businesses.”

The company’s portfolio includes partnerships with Blue Wire, Locked On, Vox Media, and Wave Sports + Entertainment, positioning it in a growing segment of business infrastructure providers serving the podcast and creator economy.

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