Background

The Podglomerate is the award-winning full-service podcast firm founded in 2016. The team produces, monetizes, and grows podcasts for creators, institutions, media organizations, and brands, ranging from NPR and Netflix to Harvard and Microsoft. The company represents more than 70 shows with over 30 million monthly downloads, with shows topping the podcast charts and receiving features on every major podcast app and national coverage across print, digital, radio, and television. As podcast marketing matured, clients wanted clear proof that their investment drove real audience growth, something traditional tracking couldn’t provide.

Challenges

For years, attribution relied on promo codes and one-off links. These methods missed large portions of listener behavior and didn’t show how people discovered or returned to a podcast. The Podglomerate needed consistent, transparent measurement across paid, cross-promo, DAI, and baked-in placements. They also needed faster verification of what aired, unified reporting, and evidence that new listeners became repeat listeners.

Results

Highlights from the study:

• Retention beyond first touch: Across 4.1 million impressions measured by Magellan AI, about 51% of new listeners returned for multiple episodes, demonstrating lasting engagement.
• Proven pod-to-pod growth: In 2025 pod-to-pod campaigns, the team identified nearly 10k new listeners through Magellan AI tracking. Reporting reveals how campaigns convert discovery into loyalty, quantifying true audience lift.
• Faster detection, real value recovered: Magellan AI data flagged occasional tracking or delivery issues early. Makegoods recovered media value in the five-figure range across campaigns.
• Adoption and scale: Campaigns tracked with Magellan AI grew 90% year over year in 2025 as Chartable phased out, positioning the platform as a core part of day-to-day measurement.

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