Triton Digital and Commercial Radio & Audio today announced the availability of podcast audience profiles via the launch of Podcast Metrics Demos+ in Australia.
Publishers in the Australian Podcast Ranker can now access new audience profiles and demographic data, giving insight into not just the number of listeners and downloads, but also the age and gender, purchase history and intent, interests, and media consumption behaviours of their audiences.
Podcast Metrics Demos+ covers 150 data points which will help publishers build listener profiles to inform advertisers and guide the direction of new content. Demos+ is an extension of Triton Digital’s Podcast Metrics measurement service, which delivers the results for the Australian Podcast Ranker.
Listener characteristics can be broken down by individual podcasts, groups of podcasts, or podcast genres. For example, when looking at the True Crime genre, Australian listeners are 68% female, are 60% more likely to be a parent with a child under 18 than the average Australian, and 27% more likely to purchase whitegoods in the next 12 months than the average Australian podcast listener.
Ford Ennals, CEO of Commercial Radio & Audio, said the expansion of podcast audience profiles for publishers in the Australian Podcast Ranker marks a significant step forward, building upon the industry's collaborative and innovative spirit.
“The Australian Podcast Ranker has brought a deeper understanding of the podcast market that has facilitated the growth of our industry, and we’re excited for the newly available audience profiling to do the same," he said.
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