Triton Digital to Expand U.S. Podcast Ranker

RADIO ONLINE | Wednesday, April 2, 2025 | 9:57am CT

Triton Digital

Triton Digital has announced significant enhancements to its U.S. Podcast Ranker. The new features will incorporate survey-based listener rankings, offering a more comprehensive view of podcast audience behaviors and preferences.

Historically, Triton Digital's U.S. Podcast Ranker has been based solely on downloads, measured monthly for its subscribers. This methodology will now be complemented by a quarterly ranking that includes all podcasts and publishers, regardless of their participation in Triton's download measurements. This expansion will integrate survey data capturing both audio and video podcast consumption, including platforms like YouTube.

Daryl Battaglia, SVP of Measurement & Analytics at Triton Digital, emphasized the importance of these enhancements: "The combination of census-level download measurement blended with survey measurement provides the most comprehensive understanding of podcast audiences and their consumption habits," said Battaglia. "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 new survey-based rankings will cover the top 200 podcasts, reflecting a broad spectrum of listener interests and behaviors. In addition to traditional metrics, the ranker will utilize Triton's proprietary Demos+ audience profiles to identify podcasts that effectively reach specific advertiser-desired demographics, including age, socio-economic status, and purchase intent segments.

Paul Riismandel, President of Signal Hill Insights, Triton's research partner since 2021, also commented on the update: "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. 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."

These updates, set to begin later this year, will deliver deeper insights into podcast audience engagement and extend the tools available to advertisers and media planners aiming to optimize their campaign strategies.