The Enhanced Ranker Will Also Include Demos+ Audience Demographics and Purchase Intents

Triton Digital, the global technology and services leader in the digital audio, podcast, and broadcast radio industries, today announced that it will add survey-based listener rankings to the existing U.S. Podcast Ranker to provide a holistic view of podcast consumption. The current U.S. Podcast Ranker based on downloads will continue to be issued monthly, for publishers using Triton Digital’s IAB-certified measurement services. It will be supplemented with a quarterly ranking of the podcasts with the most listeners, based on a nationally representative survey that includes all publishers and podcasts. Triton Digital’s Demos+ audience profiles will also be added to the ranker, which lists the podcasts that most efficiently reach advertisers’ desired audiences, such as various demographic, socio-economic, lifestyle, and purchase intent segments. These enhancements will be published starting later this year.

Every quarter, in addition to downloads, the U.S. Podcast Ranker will feature survey-based listener rankings, where all publishers and podcasts will be incorporated, not just those that participate in Triton Digital’s download measurement. It will expand to include the top 200 podcasts. The survey asks participants what podcasts they listened to or watched, which will include video podcasts consumed via platforms including YouTube. This will supplement the data that is already provided to publishers via Triton Digital’s YouTube integration, which offers insights into how their content is consumed on YouTube in conjunction with their overall podcast downloads.

The ranker will also leverage Demos+ measurement, which utilizes Triton’s proprietary modeling approach, combining listener surveys with download measurement, to list which podcasts most efficiently reach different audiences. The ranker will list the podcasts whose audience has the highest percentage of various age and gender, socio-economic, lifestyle and purchase intents segments. This will be an important resource for advertisers and media buyers looking to identify the podcasts that reach their desired audiences at scale. This portion of the ranker requires publisher participation in Triton measurement.

“The combination of census-level download measurement blended with survey measurement provides the most comprehensive understanding of podcast audiences and their consumption habits,” said Daryl Battaglia, SVP of Measurement & Analytics at Triton Digital. “By adopting new methods to measure audiences and augmenting our current tools, we are enriching the podcast information available to advertisers so they can feel confident in reaching their target audiences.”

The survey and Demos+ data will continue to be conducted in collaboration with Signal Hill Insights, Triton Digital’s trusted research partner since 2021, maintaining the highest standards of data integrity and analysis. With a robust sample that is nationally representative, this survey ensures deep insights into audience behaviors and preferences.

“We at Signal Hill are always focused on moving the podcast industry forward, and we’re excited to take this next step with Triton Digital,” said Paul Riismandel, President of Signal Hill Insights. “The addition of holistic industry-wide, survey-based rankings to the U.S. Podcast Ranker is another significant step, enhancing the depth and value of the insights we provide to the industry.”

For more than a decade, Triton Digital has remained focused on developing leading and best-in-class audio measurement tools and practices, and that includes operating and distributing streaming and podcast rankers in various countries and regions. For each ranker, the team takes into account the needs of each local market, working with a local industry body or committee. In addition to producing monthly rankers, Triton Digital also produces annual reports that are an invaluable resource for the podcast industry.

To learn more about the rankers, please visit TritonRankers.com.

About Triton Digital

Triton Digital^® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics^®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.

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