What types of podcast listeners are which types of consumers? (Signal Hill / Triton Digital)

We’ve received an interesting slice of research from Signal Hill Insights, connecting types of podcast listeners to their preferences as general consumers. For example, “heavy listeners” are more more likely to eat fast food every day than listeners who aren’t as deep into podcasting.

This release, advanced exclusively to RAIN News, is the first in a series derived from a large-scale survey in collaboration with Triton Digital. The fielded study of 12,000 respondents is part of the Triton Digital Demos+ product.

This metric analysis which seeks to connect consumer taste to listening habits is particularly inviting in the podcast realm, as there are so many distinct ways to listen. And, importantly, so many ways to advertise.

In this initial output of the study, four types of listener are identified:

  • Heavy Listeners (defined in this study as listening to more than five hours per week)
  • Sports Podcast Listeners
  • Music Podcast Listeners
  • New Podcast Listeners (across all categories)

As noted, those heavy listeners like fast food (63%), are more likely to see a theater movie at least monthly (31%), and also more likely to work out in a gym at least monthly (24%).

The study has achieved that level of predictive detail for several categories of listener, as seen below


“These data points show how podcast audiences are particularly leaned in for specific consumer verticals,” observed Paul Riismandel, Chief Insights Officer and Partner. “For instance, I was struck by just how much more heavy podcast listeners visit quick service restaurants, which is a real opportunity for these brands.”

“New podcast listeners are a vital segment every advertiser should keep an eye on,” said Jeff Vidler, President and Founder of Signal Hill Insights. “Fresh to your message, they are also online shoppers – a perfect fit for DTC brands and online retailers. And they aren’t just coming in for the big hit shows. For example, new listeners are less likely than others to be Joe Rogan fans.”


Brad Hill