As the podcast industry continues to evolve, Triton Digital, a global leader in digital audio and podcast technology, is taking a significant step forward. The company announced that it will enhance its U.S. Podcast Ranker by adding survey-based listener rankings and audience segmentation via Demos+, creating a more holistic and accurate view of podcast consumption in the U.S.

This move complements Triton's existing IAB-certified download-based rankings, which will continue to be published monthly, and offers marketers deeper insight into not just what is downloaded, but what is actually consumed—by whom and how often.

Enhancing Measurement: Introducing Survey-Based Listener Rankings

Historically, Triton's U.S. Podcast Ranker has been focused on downloads, relying on data from publishers who use the company’s certified measurement tools. While this remains the backbone of the system, a new layer of insight is being introduced:

Enhancements:

• Quarterly Listener Rankings: Based on a nationally representative survey, these rankings will capture actual listening and viewing habits across all podcasts—not just those using Triton’s measurement.

• Inclusivity Across Platforms: Listeners will report what they consumed across audio and video podcasts, including those on YouTube—expanding the definition of podcast consumption beyond traditional RSS-fed downloads.

• Top 200 Podcasts: The rankings will include the 200 most-listened-to podcasts in the U.S., providing advertisers with broader visibility across the ecosystem.

This approach closes a longstanding gap in podcast analytics—what’s downloaded isn’t always what’s heard. Listener-based data brings clarity to audience engagement.

Audience Targeting at Scale: Triton’s Demos+ Integration

In tandem with the listener-based ranking, Triton will integrate Demos+, a proprietary system that blends download metrics with audience survey data to map audience profiles. This addition will allow advertisers to identify podcasts that efficiently reach target demographics and buyer personas.

Demos+ Capabilities:

• Combines census-level download data with listener surveys.

• Provides insights into:

  • Age & Gender

  • Socio-Economic Status

  • Lifestyle Attributes

  • Purchase Intent

• Lists top-performing podcasts by segment—critical for audience-based media planning.

This level of granularity allows media buyers to move beyond general reach metrics to precision targeting, identifying podcasts with highly efficient engagement among their desired audiences.

A Collaborative Effort with Signal Hill Insights

The new survey rankings and Demos+ metrics are powered in partnership with Signal Hill Insights, Triton’s research partner since 2021. Known for their rigorous methodologies, Signal Hill ensures that the nationally representative sample used in surveys provides deep, reliable insights.

“The addition of holistic, survey-based rankings enhances the depth and value of podcast insights available to advertisers,” said Paul Riismandel, President of Signal Hill Insights. “We're excited to continue advancing industry measurement with Triton Digital.”

This collaboration ensures that Triton’s expanded ranker maintains high standards of integrity, transparency, and analytical depth.

Global Experience, Local Relevance

Triton Digital has a long-standing reputation for producing trusted audio measurement solutions worldwide. Its rankers and reports are customized for local markets, often in collaboration with regional committees or industry bodies.

This U.S. update reflects a broader industry need for:

• Comprehensive consumption metrics

• Transparent targeting tools

• Platform-agnostic measurement across RSS, streaming, and video.

Triton’s expanded ranker will not only serve as a tool for performance benchmarking, but also as a strategic guide for advertisers navigating a fragmented audio landscape.

Triton Digital’s expansion of the U.S. Podcast Ranker marks a pivotal moment in podcast measurement. By integrating survey-based listening data and audience segmentation through Demos+, the company delivers an advanced toolkit for publishers, advertisers, and media buyers.

In a crowded digital audio space where attention is fragmented, these enhancements offer the clarity, precision, and inclusiveness needed to effectively allocate ad dollars and maximize ROI.

As the lines blur between audio and video podcast consumption—and as advertisers seek more than just impressions—Triton Digital positions itself as a forward-thinking partner in the next era of podcast intelligence.