With 28% of podcast listeners using YouTube as a vehicle to access podcast content, Triton Digital has introduced a data integration with the video platform YouTube. Combining YouTube views of podcast episodes into Triton Podcast Metrics means publishers can now view how their content is consumed on YouTube in conjunction with their overall podcast downloads.
Triton says that publishers who are using Podcast Metrics will not only be able to compare podcast downloads and views of their programming on YouTube, but also consolidate video metrics from a variety of programs, allowing users to choose a range of metrics including date range and country.
“YouTube’s influence on video podcasting is undeniably transformative and this integration marks a significant step forward for Triton Digital,” said Sharon Taylor, SVP podcast strategy and product operations, Triton Digital. “We’re confident that this will revolutionize the way podcasters engage with their audience, opening up a world of possibilities for content monetization and audience growth.”
A Podcast Metrics Demos+ study conducted by Triton Digital and Signal Hill Insights found that 28% of monthly podcast listeners surveyed name YouTube as the platform they use most often to consume podcasts.
“Video has added another dimension connecting podcast creators with their audiences,” said Kai Chuk of YouTube. “The measurement and reporting of views provides critical insights to podcasters as they continue to produce the high quality content audiences want and deserve, giving publishers a more holistic view of podcast performance data.”
Triton Digital recently announced a partnership with Basis Technologies for over-the-air programmatic advertising and its acquisition of Manadge, an advertising analytics platform.