Triton Expands Demos+ Podcast Service To The Netherlands.

In an extended collaboration with Signal Hill Insights, Triton Digital will bring audience demographics with Triton Podcast Metrics Demos+ to the Netherlands with OMS as its launch partner. Demos+ is an extension of the Triton Podcast Metrics measurement service that gives podcast publishers and advertisers advanced demographic data and audience profiling capabilities.

The alliance means publishers in the Netherlands will be able to access detailed insights into their audience’s age, gender, purchasing behavior, interests, and media consumption patterns, enabling them to understand podcast listeners beyond just the number of downloads and listeners. Triton says the new layer of data offers 100+ key audience attributes that will allow publishers and advertisers to create comprehensive listener profiles to better inform advertising strategies and content development.

“The insights provided by Demos+ will empower podcast publishers in this market to understand their audiences on a deeper level and create content that resonates, while also giving advertisers the tools to reach their target demographics with greater precision,” said Daniel Karlsson, VP of Market Development EMEA at Triton Digital.

Audience characteristics can be segmented by individual podcasts, collections of podcasts, or specific podcast genres. For example, when looking at the True Crime genre, Dutch listeners are 29% more likely to do home renovations, 33% more likely to purchase furniture, and 25% more likely to purchase appliances/whitegoods in the next 12 months than the average Dutch podcast listener.

Alternatively, for the Sports genre Dutch listeners are 20% more likely to travel for business, 39% more likely to purchase sports equipment/gym memberships, and 45% more likely to have home technology products in the next 12 months than the average Dutch podcast listener.

“The introduction of Demos+ in the Netherlands represents a significant leap forward for the podcasting industry,” said Joris van der Pol, Managing Director of OMS. “The Netherlands has a vibrant podcast scene with avid local and international listeners, and the in-depth demographic data publishers and advertisers will have access to will help them make more informed decisions that elevate the listener experience. This level of audience understanding is crucial for driving meaningful growth in podcasting.”

Podcast Metrics Demos+ leverages a unique methodology combining census data with survey-based research. The survey is conducted by GroupM with a representative sample starting with 3,000 for the launch, settling at 5,000 for the year. The survey covers podcast listening, as well as characteristics (age, gender, education, household income), media behaviors, and newly expanded to include purchase intent. Pairing the survey with Triton Podcast Metrics census download data facilitates accurate demographic data for podcasts of all sizes.

The Netherlands marks the third country where Demos+ has launched. Last year, Triton launched Podcast Metrics Demos+ in Australia and in the U.S.