Triton Digital Expands U.S. Podcast Ranker
Triton Digital announces that it is adding survey-based listener rankings to the existing U.S. Podcast Ranker to “provide a holistic view of podcast consumption.” The company says the current U.S. Podcast Ranker based on downloads will continue to be issued monthly, for publishers using Triton Digital’s IAB-certified measurement services. It will be supplemented with a quarterly ranking of the podcasts with the
most listeners, based on a nationally representative survey that includes all publishers and podcasts. Triton Digital’s Demos+ audience profiles will also be added to the ranker, which lists the podcasts that most efficiently reach advertisers’ desired audiences, such as various demographic, socio-economic, lifestyle, and purchase intent segments. Triton SVP of measurement & analytics Daryl Battaglia says, “The combination of census-level download measurement blended with survey measurement provides the most comprehensive understanding of podcast audiences and their consumption habits. 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.”
from 27% in 2021; 2) 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; 3) NPR News Now (NPR) remained the top podcast in 2024; and 4) “Bongino Report Early Edition with Evita” had the #1 debut in 2024. Triton SVP measurement products & strategy Daryl Battaglia says, “2024 marked another year of remarkable growth for the podcast industry, with listenership broadening across demographics and becoming more mainstream than ever. 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 medium continues to evolve.” 
Other notable findings: 1) Older Americans and women are listening to podcasts at a faster rate, with a 22% increase in listeners over the age of 55 and a 19% increase in female listeners 18+ over the past two years; 2) Top podcast genres of 2023 were News (22% of downloads), True Crime (18%), and Comedy (15%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners 62% were male, and of News podcast listeners 58% were male; 3) The top sales networks of 2023 in the Triton U.S. Podcast Ranker were SiriusXM Podcast Network at #1, NPR at #2, and Wondery at #3. The top podcast of the year was “NPR News Now.” Triton Digital SVP measurement products & strategy Daryl Battaglia says, “2023 was another year of significant growth for the podcast industry, and with increasing female and over 55+ audiences, we can expect more content production to serve those groups in the coming year. As podcast listenership continues to rise and reach new audiences, we’ll continue to provide our customers with in-depth insights around podcast consumption and listener habits in the coming year.” 
Comedy and True Crime; 2) Monthly podcast listeners are younger than the general population with over 25% of monthly podcast listeners between the ages of 25 to 34, and tend to skew more male; 3) Compared to the general U.S. population, podcast listeners tend to have a higher household income (121 index for HHI $100K+), be more educated (131 index for College Graduate+) and be more diverse (115 index for Hispanic ethnicity, 109 index African American); and 4) The most downloaded podcast in 2022 was “NPR News Now” and the number one top new show was “Rachel Maddow Presents: Ultra” (NBCUniversal News Group). Triton SVP measurement products & strategy Daryl Battaglia says, “As the podcast industry continues to grow, we look forward to sharing these insights to help publishers and advertisers make more informed decisions. Podcasting is an engaging and powerful storytelling medium and our inaugural year-end podcast report acts on our commitment to provide our customers with credible, insightful and trusted data around the consumption of podcast content and listener habits.”