The entire podcast industry runs on one tiny XML tag that nobody owns. The enclosure tag is why podcasting stayed open when everything else got platformed, and it's also why measuring an audience is so much messier than anyone admits.

I cover where RSS and the enclosure tag came from, how Spotify spent big trying to control the medium anyway, why a download is not a listen, and what Podcasting 2.0 is doing to extend the open standard without breaking it.