Triton Digital, the global technology and services leader in the digital audio, podcast, and broadcast radio industries, announced that it will add survey-based listener rankings to the existing U.S. Podcast Ranker to provide a holistic view of podcast consumption.
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 including top 200 podcast. 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 impotent 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 audience 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 reach 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.