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Hello, this is Darrell Battaglia from Triton Digital.

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Later, we will be talking about the US podcast report that was just released.

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Triton Digital has been in the digital audio and podcast space for over 15 years.

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We offer services across streaming audio as well as podcasting.

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In podcasting, we have a hosting platform called Onme Studio to help you

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manage and distribute your content. We have a full ad tech stack to help

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publishers monetize their advertising. We have measurement and analytics

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services to better understand the audience for podcasts.

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That's where I come in, is leading our measurement strategy and products.

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So you released the US podcast report for 2023.

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That's got data from Omni Studio in it, from Triton Podcast Metrics, from Demos Plus.

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Some really good data in there. What were the big findings from your point of view?

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The biggest finding, I think, always is podcast growing.

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And what we found is it's grown each of the last two years.

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We computed to a 12% growth in monthly podcast listeners over the last two years.

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What we saw was that came across all segments of the population, different age groups,

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male, female. We really saw broadening of the audience.

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While podcasting over indexes for a younger audience, for a little bit more male audience,

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we actually saw more growth from the over 55 group in the United States and more growth from females.

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So we're seeing a broadening of the audience and we're really seeing that podcasting appeals

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to everyone. And it, I think, really is exciting for the future that the podcast

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audience can continue to grow and there's really no ceiling that it can.

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Obviously, there's all different types of podcasts and it can appeal to

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all different types of people. Indeed, it's super exciting.

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I wonder whether your report said anything about YouTube.

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It's certainly all of the talk of the podcast industry over the last year.

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It did. We did a pretty in-depth comparison of YouTube and Apple Podcasts and Spotify as well.

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What we saw is that YouTube is the number one platform that people say they use the most

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to consume podcasts. 33.5% of monthly podcast listeners said they use YouTube the most.

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And that has been growing. 47% of their listeners said they started consuming podcasts in the last

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year. So a lot of the new listeners are coming from them.

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But we also saw a lot of differences in the demographics of the audience for YouTube

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as compared to Apple Podcasts and Spotify. Yeah, I was going to ask you about that because,

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and this is data from Demos Plus and some really interesting data about the demographics of the

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various platforms. So Spotify listeners being younger, Apple listeners being richer, YouTube

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listeners being more male and a bit less money. What should we learn from that for podcasting?

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I think it helps with distribution strategies. I think it helps to understand who your audience is

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and help to inform your content strategies and help to inform your advertising strategies as

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well to understand more about not only who your listeners are as a whole, which Demos Plus helps

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to do, but to understand some of the differences amongst platforms. Yeah, and I guess it also shows

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some of the benefits of Triton Podcast Metrics in that the data that you get from Spotify is only

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data of Spotify listeners. And similarly, the data that you get from Apple is only from Apple

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listeners and they're not necessarily the same types of people, are they? No, they're not. So as

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you mentioned, YouTube, really all of those platforms are younger than the general population.

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However, we saw that Spotify was the youngest, whereas YouTube was a little bit older. We saw

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Apple Podcasts was more female, while YouTube was more male. Differences in income as well, Apple

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Podcasts audience on average was at a higher income. So there are certainly differences amongst

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those platforms, which were interesting to learn more about. Yeah, it's fascinating bits of data.

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The other two bits that I saw, which I found interesting, firstly, the top shows by purchase

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intent. So and again, I'm guessing that this is from Demos Plus as well. So if, for example,

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you want to reach shows listened to by people who are interested in switching their wireless

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provider, which seems very niche thing, then apparently Wow in the World or Fantasy Football

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Today are two big shows for that. This is really focused information, isn't it? Really useful for

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advertisers as well. Right. With our Podcast Metrics Demos Plus solution, we're able to

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understand the profile of the audience across podcasts of all sizes. So age and gender, other

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demographic insights, their purchase behaviors and intent, their political affiliation, their

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other media usage. And so there's a wide variety of purchase intent data and in different

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audience segments are important for different advertisers. So if you are a wireless provider,

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you definitely want to advertising shows that will do a good job of reaching people who are in the

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market to switch wireless providers. And in the report, first of all, we highlighted a few examples

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of different genres at the genre level. But within our our ranker of the top hundred shows for the

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year, we also highlighted for different audience segments and different purchase intents and

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demographics. What were the top three shows that over index the most for those segments or would

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reach that audience most efficiently? Yeah, and I think particularly helpful for an election year,

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which of course it is. I wonder if anybody spotted this yet in the US. Particularly useful in terms

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of that, because being able to focus on specific age ranges and also what which ways people are

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which ways people are going to vote as well. Absolutely. It's not surprising, of course, that

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different types of podcasts that have political content are going to be geared towards a certain

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political affiliation. That part's not surprising, but it provides that insight for podcasts of all

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genres and definitely helps with political candidates and their advertising campaigns

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and determining what podcasts could be a fit for them. Yeah, and I particularly you know, it's

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always nice seeing data where you can go, OK, that makes perfect sense. For example, the podcast

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listens to by people with the most amount of household income podcasts like Planet Money,

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or How I Built This with Guy Raz. I mean, that that makes perfect sense, doesn't it? It's really nice

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seeing actually data that you go, yeah, that that's absolutely right. Right. I mean, even if they know

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that this is the case because of the subject matter of their podcast, to have actual data with actual

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numbers that is third party proof of the case and helps quantify it is a big help for them as they

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try and find advertiser partners for their shows. So what do you think that the US podcast report

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tells the podcast industry? What should we take away from that? Better insight into who the

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audience is and how that differs across genres, across shows, across platforms with download

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measurement. That data doesn't you mentioned, like sure, like Spotify can provide it for their

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audience to a certain extent, maybe not to the same level of depth. But so I think that's been

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a gap in the past for the industry is really understanding who the audience is and how it

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differs across the whole the whole landscape. And so that's really a big part of it is to

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to shed insight into that, share insights into that. And a lot of it is more at the aggregate level,

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but we provide this type of data to our clients at the individual show level or for any aggregation

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of shows as well. So the report is free. Where can people get hold of it? They can go to Triton

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rankers.com. On there, you can see our podcast rankers, I'm sure monthly in every country,

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but there's a link below under the resource section to be able to download the report.

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It's about 30 plus pages of all different insights that hopefully people will find really useful.

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And I know the team here has put a lot of work into it. So we're excited to put it out there.

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Yeah, super helpful stuff. It's really good to talk to my friends at Triton. Darrell,

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thank you so much for your time today. Thank you, James. Appreciate it.