Triton Digital Releases 2024 US Podcast Report

Triton Digital, the global technology company and services leader to the digital audio, podcast, and broadcast radio industries, released its third annual U.S. Podcast Report. The report provides insights into the evolving U.S. podcast landscape for 2024, including listening habits, audience demographic data, and insights into the top podcast, networks, and debuts from the Triton U.S Podcast Ranker, and more.

According to the report, the number of monthly podcast listeners continues to rise with 23% growth over the past three years and almost 10% over the past year. InIn 2024, 44% of the U.S. population reported listening to a podcast within the past month. These listeners were found to be younger, more educated, more affluent, and more diverse. Podcasting has proven to be an engaging and powerful medium for storytelling, conversations, current events and entertainment. Other notable findings include:

  • YouTube continues to be the preferred platform for most listeners, capturing 33% of listeners in 2024 — its highest share yet — marking a steady rise from 27% in 2021.
  • The top podcast genres of 2024 were News (25% of downloads) True Crime (19%), and Comedy (13%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners, 61% were male, and of News podcast listeners, 56% were male.
  • The top sales networks of 2024 in the Triton U.S. Podcast Ranker were iHeart Audience Network at #1, SiriusXM Podcast at #2, and NPR as #3.
  • NPR News Now (NPR) remained the top podcasts in 2024. Crime Junkie’s “SERIAL KILLER: The Alphabet Murders Part 1” episode was the most downloaded, while MURDERED: JonBenét Ramsey was the most popular, based on downloads in the first 30 days.
  • Bongino Report Early Edition with Evita (Cumulus Podcast Network) had the #1 debut in 2024.

The report incorporates data from multiple sources, including IAB Tech Lab certified Triton Digital Podcast Metrics service, which measures server log data from the Triton Omny Studio platform and a variety of other industry hosting platforms. It also includes the data from Triton Podcast Metrics Demos+ solution, which provides demographics and audience characteristics for podcasts of all sizes, as well as Demos+ survey of 12,000 mostly podcast listeners in the U.S., done in collaboration with Signal Hill Insights.

“2024 marked another year of remarkable growth for the podcast industry, with listenership broadening across demographics and becoming more mainstream than ever,” said Daryl Battaglia, SVP Measurement Products and Strategy, Triton Digital. “As new audiences dive into podcasts and spend more time listening, fueling deeper engagement, genres like True Crime, Kids & Family, and History drive the highest back catalog consumption, creating untapped opportunities for programmatic advertising. At Triton Digital, we remain dedicated to providing deep insights into listener behavior and platform preferences as this dynamic media continues to evolve.”

Triton Digital Releases The Australian Podcast Ranker For October 2024

Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, announced the release of the October 2024 Australian Podcast Ranker. 

The Ranker provides insights into the Top Publishers in Australia, and the Top Sales Representatives in Australia from October 1 through October 31, 2024, as measured by Triton’s Podcast Metrics measurement service.

The Top Podcast Ranker and Top 200 Australian-Made Ranker are ranked by monthly listeners, in accordance with the latest IAB Podcast Technical Measurement Guidelines. 

For this reporting period, the top three publishers were ARN/iHeart again at #1, LiSTNR (SCA) again at #2, and Australian Broadcasting Corporation again at #3.

The top three podcasts for both the Top Podcast Ranker and Top 200 Australian-Made Ranker included Hamish & Andy (LiSTNR (SCA)) again at #1, Casefile True Crime (Audioboom) at #2, and ABC News Top Stories (Australian Broadcasting Corporation) at #3.

The Top Podcast Ranker saw many debuts in the month of October, which included Missing Niamh (Audioboom), Kill List (Wondery), Call Her Daddy (SiriusXM Podcast Network), Take Me To Your Leader! (Australian Broadcasting Corporation), The Kick It Forward Podcast (Clubby Sports), and more.

Menendez Vs Monsters (Podshape), Where’s Your Head At? (NOVA Entertainment), and SACKED: AFL (News Corp Australia) debuted in the Top 200 Australian-Made Ranker.

Inherited (Shameless Media), Rotten Apple (Nine Radio), and Racing Pulse with Michael Felgate (RSN Racing & Sport) debuted for both the Top 200 Australian-Made Ranker and Top Podcast Ranker.

Triton Digital is set to introduces a new ranker capability that will rank the podcast category by monthly listener and integrate Triton Demos+ data will include 10 audience characteristics, such as: Adults 18-24, Adults 24-39. Adults 25-54, Female 25-54, Male 25-54, Parent with child (<18), Podcast < weekly, Radio streamed – past month, YouTube – past week, and TV catch-up – past week; as well as the index versus the monthly podcasts 18+ population against each of the characteristics. The data will serve to further help inform buying decisions.

To view the full results of this Ranker, participate in the ranker or sign up to receive future rankers, please visit: http://australianpodcastranker.com/

Triton Digital’s Podcast Metrics measurement service is certified by the IAB Tech Lab as complying with Version 2.1 of the IAB Podcast Measurement Technical Guidelines. It provides accurate and insightful data around how, when, and where podcast content is being consumed across multiple hosting platforms with the ability to view metrics by date range, location, device, podcast name, episode, title, and more.

Triton Digital Partners With ID5 To Enhance Audio Targeting

Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, announced its partnership with ID5, the market-leading identity provider for digital advertising targeting and addressability in the audio space while complying with privacy regulations globally.

Through its new product, Identity Enrichment, Triton Digital customers will be able to leverage the identifiers provided by ID5 to enrich audio listener profiles with more detailed and accurate information. ID5’s next-generation universal identifier leverages a variety of consented signals provided by media owners to securely identify users without compromising privacy and data protection. By making audio publishers’ inventory addressable, advertisers can better engage with their audiences within this channel that currently operates without a universal currency.

“At ARN, our partnership with Triton Digital and ID5 signifies a pivotal moment in audio advertising. This collaboration enhances our targeting precision and compliance with privacy regulations, allowing us to create richer listener profiles,” said Farad Tohme, Chief Digital Officer at ARN. “We’re excited about the possibilities this brings, making audio an even more compelling avenue for advertisers to connect with their audiences. Being a partner in the proof-of-concept phase allowed us to convert 60% of our un-addressable audience to addressable, greatly benefiting our advertisers and trading partners.”

“ID5’s ID technology is transforming how the advertising world operates through the creation of listener profiles and its privacy-first approach,” said Benjamin Masse, Chief Product Officer at Triton Digital. “Providing access to these listener profiles, supported by rich data, will enhance the value of the inventory available in the Triton Digital Audio Marketplace. We are encouraged by the promising results we have witnessed so far and are excited to be partnering with ID5 to bring this technology to more advertisers.”

The Triton Audio Marketplace offers access to one of the largest single pools of audio audiences, with billions of audio ad impressions, allowing marketers and agencies to transact on all forms of audio inventory. The availability of listener profiles and improved inventory addressability will help advertisers build more meaningful connections and reach more audiences. In doing so, audio becomes even more of a compelling path to invest in, on par or surpassing other forms of media.

“Audio is an appealing new channel that lacks a unique identifier to effectively monetize publishers’ audiences. By leveraging the power of identity, ID5 and Triton are maturing this channel and effectively enabling media owners to maximize revenue opportunities,” said Catilin Borgmann, ID5’s Chief Commercial Officer. “We are excited to bring our privacy first technology together with Triton’s vast auto audience pool, experience, and expertise to enhance audio addressability.”

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 service to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton power 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.

About ID5

ID5 was created to improve online advertising for consumers, media owners, and advertisers, with the ultimate goal of helping publishers grow sustainable revenue. ID5 provides the advertising ecosystem with a transparent, scalable, and privacy-compliant identity infrastructure. It’s solutions enable user recognition across media owners to better monetize their audiences, advertisers to run effective and measurable campaigns, and platforms to maximize the value of data and inventory for their customers. Created in 2017 by seasoned ad tech professionals, ID5 services clients globally.

Triton Digital Announces Integration Publisher Services For Interactive Ads

Triton Digital, a global technology and services leader to the digital audio, podcast and broadcast radio industries, announced its integration with Amazon Publisher Services (APS), expanding access to premium audio inventory at scale for Amazon DSP advertisers. This integration enables Amazon Ads’ unique interactive audio ads on Alexa-enabled devices to appear across shared APS and Trition Digital publishers, delivering an engaging experience to listeners and enhanced inventory monetization to publishers.

Interactive audio ads are a creative ad format developed by Amazon Ads that invites customers to request more information via email or push notification (“Alexa, send more info”), set reminders (“Alexa, remind me”), or even add items to their Amazon shopping cart (“Alexa, add to cart”), without ever leaving the streaming audio content they were enjoying.

The Triton Audio Marketplace offers access to one of the largest single pool of audio audiences with more than 100 billion audio impressions per month, allowing marketers and agencies to transact on all forms of audio inventory. This breadth of supply paired with Amazon Ads proprietary audience signals offered by Amazon DSP, helps advertisers build more meaningful connections and publishers drive monetization for their inventory with a cutting-edge solution.

“Amazon has had a long-lasting impact in the advertising space, introducing new ad formats and delivery vehicles that have transformed the audio industry,” said John Rosso, President and CEO, Triton Digital. “We’re delighted that APS has invited Triton Digital technology to provide interactive audio ads to shared publishers and are confident in its enhancement of the listener experience.”

According to a recent study conducted by Amazon Ads and Kantar, audio streamers are 75% more likely to respond to an and when the ad has a voice-command. Kantar also found that interactive audio ads achieved higher consideration (1.3x) and purchase intent (2.3x) compared to standard audio creatives.

“We’re excited for publisher that use Triton Digital and APS to make their quality content more easily available to advertisers using Amazon DSP,” said Steve Rabuchin, VP of Third-Party Supply at Amazon Ads. “We look forward to learning more about how audiences engage with interactive audio ads, which enable listeners to respond to advertisements without being distracted from the stream.”

Triton Digital Unveils Canada Podcast Trends Report

Triton Digital, the global technology and services leader the digital audio, podcast, and broadcast radio industries, released its first Canada Mid-Year Podcast Trends Report.

The report accompanies its monthly Canada Podcast Ranker and provides insights into the evolving Canadian podcast landscape, including trends in podcast listening, a snapshot of the podcast listener, top genres, downloads, debuts, sales networks, and more.

According to the report, Canada’s most popular podcast genres were True Crime, News, and Comedy, with an average of 3.0 hours of content downloaded per listener, per week. Other notable findings include:

Listeners downloaded 4.4. episodes per week, on average, and 92% of podcasts were listened to on a mobile device.

The top day of the week for listening is Wednesday with peak times being between 10am-12pm EST.

The top sales network in the Triton Canada Podcast Ranker, in terms of average weekly download volume, is SiriusXM Podcast Network, followed by CBC/Radio-Canada and Wondery. 

Top podcasts include Dateline NBC (NBCUniversal News Group), SmartLess (Wondery Network), and Front Burner (CBC/Radio-Canada).

“As the Canadian podcast scene continues to evolve, we’re excited about the chance to highlight insights into Canadian listening habits,” remarked Daryl Battaglia, SVP Measurement Products & Strategy at Triton Digital. “Podcasting stands as a captivating and influential medium for storytelling and our debut mid-year trends report underscores our dedication to provide our clients with dependable and trustworthy data on podcast consumption and listener behaviors.”

The 2023 Podcast Trends in Canada Report incorporates data from numerous sources, including Triton’s Digital IAB Tech Lab certified Podcast Metrics service, which measures server log data from Triton’s Omni Studio platform and a variety of industry hosting platforms.

 

Triton Digital Announces YouTube Integration With Podcast Metrics

Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, announced its data integration with YouTube.

Triton Digital has integrated YouTube views of podcast episodes into Triton Podcast Metrics, one of the first IAB-certified podcast measurement services in the industry, so publishers can now view how their content is consumed on YouTube in conjunction with their overall podcast downloads.

Publishers who are using Podcast Metrics will be able to effortlessly compare podcast downloads and views of their programming on YouTube within the interface. Additionally, the integration empowers publishers to seamlessly consolidate video metrics from a variety of programs, allowing you to choose any range of metrics including date range and country.

“YouTube’s influence on video podcasting is undeniably transformative and this integration marks a significant step forward for Triton Digital,” said Sharon Taylor, SVP Podcast Strategy & Product Operations, Triton Digital. “We’re confident that this will revolutionize the way podcasters engage with their audience, opening up a world of possibilities for content moderation and audience growth.”

A Podcast Metrics Demos+ study conducted by Triton Digital and Signal Hill Insights found that 28% of monthly podcast listeners surveyed name YouTube as the platform they use most often to consume podcasts. This integration serves as part of Triton Digital’s overall commitment to moving the podcast industry forward.

“Video has added another dimension connecting podcast creators with their audiences,” said Kai Chuk of YouTube, “The measurement and reporting of views provides critical insights to podcasters as they continue to produce the high quality content audiences want and deserve, giving publishers a more holistic view of podcast performance data.”

This initiative comes off the heels of Triton Digital’s recent partnership with Basis Technologies for over-the-air programmatic advertising and its acquisition of Manadge, a leading advertising analytics platform.

Triton Digital Announces Acquisition Of Manadge

Triton Digital, the global technology and services provider to the digital audio, podcast, and broadcast radio industries, announced that it has acquired Manadge, an advertising intelligence platform that specialized in programmatic advertising, Manadge will enable Triton Digital publishers and demand partners to see advertising-related data and analyze performance in real-time via an intuitive analytics platform.

With this acquisition, Triton Digital is diversifying its portfolio as Manadge offers analysis and comparison dashboards and KPIs for programmatic market participants as well as direct orders. Integrated with over 60 Supply Side Platforms (SSPs) and ad servers, Manadge offers real-time philosophy, Manadge provides agnostic and unbiased reporting the simplifies the recording and tracking of advertising revenues, leveraging an elegant UI, with expansive graphics and change alert notifications.

“Through this acquisition, we further demonstrate our commitment to providing robust tools to enable growth in the global audio industry,” says John Rosso, President and CEO, Triton Digital. “The Manadge platform will enable Triton’s publisher, sales house, and demand partners to better analyze advertising data and use Manadge’s powerful UI to make data driven decisions for their business.”

“At Manadge we give companies the ability to increase resources and support, expand into new markets, and innovate faster than they could before,” says Nathan Venezia, Founder and CEO, Manadge. “We are excited to be joining a team that truly understands our vision and to be providing Triton Digital a better way to analyze and track advertising revenue for all audio types.”

As part of the acquisition, the Manadge team will join Triton Digital’s team, bringing a high level of talent and expertise to Triton’s product and engineering efforts.

Triton Digital Releases The Australian Podcast Ranker For December 2022

Triton Digital, the global technology and services leader to the digital, audio, podcast, and broadcast radio industries, announced the release of the latest Australian Podcast Ranker. The Ranker provides insight into the Top 150 Podcasts as well as the Top 150 Australian-Made Podcasts, the Top Publishers in Australia, and the Top Sales Representatives in Australia from 1 December through 31 December 2022, as measured by Triton’s Podcast Metrics measurement service.

The Top Podcast Ranker and Top 150 (Australian-Made) Ranker are ranked by monthly listeners, in accordance with the latest IAB Podcast Technical Measurement Guidelines.

For this reporting period, the top three publishers were ARN’s iHeartPodcast Network Australia at #1, LiSTNR (SCA) at #2, and Stitcher climbing to #3.

This month, we also introduced a new publisher, Adore Beauty, who is know for podcasts such as Beauty IQ Uncensored and Skincare School.

This month, we also introduced the Top Podcast Ranker and the Top 150 (Australian-Made) Ranker included Casefile True Crime (Audioboom) climbing to #1, Mamamia Out Loud (Mamamia) climbing to #2, and Hamish & Andy (LiSTNR (SCA)) at #3.

The Top Podcast Ranker also had several debuts from Inside the Tribe (DM Podcasts), Proof: A True Crime Podcast (Audioboom), Bedtime Explorers (LiSTNR (SCA)), The You Project (NOVA Entertainment), and more.

For the Top 150 (Australian-Made) Ranker, new podcasts included Astrology Coach (ARN/iHeartMedia), Anatomy of a Scam (Nine Radio), Help! I Have A Teenager (Mamamia), and more.

Participating publishers in the Australian Ranker include Adore Beauty, Audioboom, ARN’s iHeartPodcast Network Australia, DM Podcasts, Equity Mates Media, LiSTNR (SCA), Mamamia, Motorsport Podcast Network, News Corp Australia, Nine NOVA Entertainment, Podshape, Schwartz Media, Special Broadcasting Service, Sports Entertainment Network (SEN), Stitcher, Studio71, The Chaser, West Australian Newspapers, and Wondery.

To view the full results of this Ranker, participate in the ranker, or sign up to receive future rankers, please visit: http://australianpodastkranker.com/.

Please note that as of February 2023, Triton Digital will be transitioning from its website Podcast Ranker PDFs to publishing this data on http://australianpodcastranker.com/. The PDFs from 2022 will still be available to view on the Rankers site.

Triton Digital’s Podcast Metrics measurement services is certified by the IAB Tech Lab as complying Version 2.1 of the IAB Podcast Measurement Technical Guidelines. It provides accurate and insightful data around how, when, and where podcast content is being consumed across multiple hosting platforms, with the ability to view metrics by date range, location, device, podcast name, episode, title, and more.

Triton Digital Releases The New Zealand Podcast Ranker For December 2022

Triton Digital, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, announced the release of the latest New Zealand Podcast Ranker. The Ranker provides insight into the Top 100 Podcasts as well as the Top Networks in New Zealand from 1 December through 31 December 2022, as measured by Triton’s Podcast Metrics measurement service.

The Top 100 Podcast Ranker and Top Network Ranker are ranked by monthly listeners, in accordance with the latest IAB Podcast Technical, Measurement Guidelines.

For this reporting period, the top three podcasts include Fletch, Vaughan & Hayley on ZM (NZME/iHeartRadio/ARN) climbing to #1, Casefile True Crime (Audioboom) again at #2, and Stuff You Should Know (NZME/iHeartRadio/ARN) at #3.

New podcast debuting on the ranker this month include Across the Board (NZME/iHeartRadio/ARN), The Sporting Rumble (rova (MediaWorks)), and First Light with Rachel Smalley (rova (MediaWorks)).

Participating networks include Audioboom, Brodie Kane Media, Headgum, Kast Media, LiSTNR (SCA), NOVA Entertainment, NZME/iHeartRadio/ARN, rova (MediaWorks), Sports Entertainment Network (SEN), Stitcher Media, and Studio71.

To participate in the ranker, view the full results of the ranker, and sign up to receive future rankers via email, please visit: https://tritonrankers.com/.

Please note that as of February 2023, Triton Digital will be transitioning from its website Podcast Ranker PDFs to publishing this data on https://tritonrankers.com/. The PDFs from 2022 will still be available to view on the Rankers site.

Triton Digital’s Podcast Metrics measurement services is certified by IAB Tech Lab as complying with Version 2.1 of the IAB Podcast Measurement Technical Guidelines. It provides accurate and insightful data around how, when, and where podcast content is being consumed across multiple hosting platforms, with the ability to view metrics by date range, location, device, podcast name, episode title, and more.

Triton Digital Releases The December 2022 U.S. Podcast Ranker

Triton Digital, the global technology and services provider to the digital audio, podcast, and broadcast radio industries, announced the release of its December 2022 reporting period (November 28, 2022 – January 1, 2023), U.S. Podcast Ranker, as measured by Triton’s Podcast Metrics measurement service.

Yet again, Stitcher Media remained in the #1 spot on the Top Sales Networks Report for the month of December, with 51.9M Average Weekly Downloads and 14.7M Average Weekly Users. NPR came in a #2 with 33.8M Average Weekly Downloads and 6.1M Average Weekly Users, followed by Audacy Podcast Network at #3 with 32.3M Average Weekly Downloads and 8.1M Average Weekly Users.

For this reporting period, the top three podcasts based on downloads included Crime Junkie (audiochuck), again at #1, NPR News Now (NPR) again at #2, and Up First (NPR) climbing to #3.

For listeners, the top 3 podcasts in December included Crime Junkie (audiochuck) again at #1, Dateline NBC (NBCUniversal News Group) climbing to #2, and Up First (NPR) at #3.

New shows debuting during this period for downloads included Murder & Magnolias (NBCUniversal News Group), Let’s Not Meet: A True Horror Podcast (Audioboom), The Mel Robbins Podcast (Stitcher Media), Chasing Life (WarnerMedia), and more. New shows for listeners included Shawn Ryan Show (Cumulus Podcast Network).

Triton Digital’s U.S. Podcast Ranker is available on its interactive website, www.TritonRankers.com, for an easy way to navigate monthly performance trends and filter by podcast category, publisher, and time period.

Please note that as of February 2023, Triton Digital will be transitioning from its website Podcast Ranker PDFs to publishing this data on https://tritonrankers.com/. The PDFs from 2022 will still be available to view on the Rankers site.

The Top Sales Network Reports are ranked by Average Weekly Downloads and Average Weekly Users in accordance with v2.1 of the IAB Podcast Technical Measurement Guidelines. Participating Sales Networks include content owners/creators and sales representation organizations. Certified by the IAB Tech Lab, Triton’s Podcast Metrics eliminates inconsistent measurement practices and self-reported data, providing content creators, marketers, media buyers, and the audio industry at large with validated and transparent podcast audience data.

Any sales network or publisher with an audience in the United States is eligible to participate in the U.S. Podcast Report. To learn more, contact: solutions@tritondigital.com.