Most mentions will never matter. But sometimes a single comment buried deep inside a long conversation becomes tomorrow's story.
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Every day, brands and organisations are discussed across millions of hours of podcasts and online video.
For media monitoring companies, the challenge is simple: if podcasts aren't part of your coverage, your clients may hear about it too late.
In November 2023, UFC CEO Dana White appeared on comedian Theo Von's This Past Weekend podcast.
Around 45 minutes into the conversation, Peloton — the fitness company best known for its connected exercise bikes and subscription workout classes — unexpectedly came up. Von said the company had objected to advertising around an earlier episode featuring Robert F. Kennedy Jr.
White reacted immediately.
Within minutes, he was calling a UFC executive during the podcast and ordering Peloton bikes removed from UFC facilities.
White's reaction and decision to remove the bikes began spreading beyond the podcast, and the dispute became a media story. Peloton later clarified that it had only asked for its advertising to be removed from proximity to the earlier episode — not for the podcast itself to be taken down.
Earlier detection could have given Peloton the opportunity to correct the misunderstanding before White's version of events spread — and potentially prevent it from becoming a reputational issue.
In February 2026, German presenter Jan Böhmermann raised a very different problem on the popular Fest & Flauschig podcast.
He had discovered that platform 11 at Köln Messe/Deutz station had a useful step-free external entrance—but passengers weren't told about it because the appropriate sign was missing.
He called on Deutsche Bahn to fix it.
Deutsche Bahn listened.
The company installed the requested sign and publicly replied to Böhmermann:
“Mission erfüllt.” — Mission accomplished.
The response itself became a positive media story.
For a communications team, this is the other side of podcast monitoring: without podcast coverage, you don't just risk missing the crisis. You risk missing the opportunity.
Twingly turns spoken content into structured, searchable data, giving media monitoring platforms access to conversations across 2.5 million podcasts and video channels in 11 languages.
Search for the organisations, brands and people your clients already monitor—and bring podcast and video conversations into the same workflows as news, social media and other sources.
Use the Twingly Podcast & Video API to surface:
Give your clients the signal while it's still a conversation.
Reputational risks and PR opportunities don't always start in traditional news. Sometimes, they begin with a comment buried inside a podcast.
With Twingly's Podcast & Video API, media monitoring companies can track brand mentions, customer opinions, emerging risks and PR opportunities across spoken content — and surface relevant conversations before they become headlines.
You are more than welcome to try our Podcast & Video API and give your clients a broader view of the conversations that matter.
