Searching through Top Shows for a Target Audience – Podscribe

This guide outlines how to use audience data filters on the Top Shows page to identify podcasts with a listenership that falls within a specific percentile, such as top-income earners. This approach allows for highly targeted campaign planning.

Leveraging Audience Segment Data

To identify podcasts that reach a specific audience, such as high-income listeners, use the available filters on the Top Shows page. These tools let you refine your search based on detailed audience characteristics, rather than relying solely on broad genres or categories.

Types of Audience Demographic Data

Our platform utilizes two distinct types of audience demographic data:

Social Data

Based on social profiles of followers of a show, podcast, or account.

Provides individual-level insights derived from what users share or signal publicly on social platforms (e.g., X/Twitter, Facebook).

Best suited for understanding individual characteristics like age, gender, and occupation.

Filters for Social Data can be accessed by selecting Add Filters, then choosing one of the highlighted options under the Audience from Social Following section:

Household Data

Based on household-level data tied to IP addresses.

Provides household-level data rather than individual user data.

Best suited for understanding household characteristics such as income, home value, or presence of children.

Filters for Household Data can be accessed by selecting Select Audience Segment(s)

Finding Shows by Income or Wealth Percentile

The Select Audience Segment(s) filter can be used to identify podcasts with listeners in specific financial demographics.

Family Income

Identifies podcasts with a strong share of listeners within specific household income deciles.

Select Audience Segment(s) → Family Income Decile → Census → Select Decile

Set filter for desire percent and index range

Wealth Rating

Identifies shows popular among listeners in the specified wealth decile.

Select Audience Segment(s) → Consumer Finance → Investment & Wealth → Wealth Rating - (x) Decile → Yes

Net Asset Value

Identifies shows with audiences segmented by total estimated net worth.

Select Audience Segment(s) → Consumer Finance → Investment & Wealth → Net Asset Value → Select Desired Amount

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Percent & Index Descriptions

Percent

This shows the percentage of the show’s audience that falls within the selected demographic segment

Example: If you want to find shows where 30% or more of the audience is in the 10th decile, set the Percent slider to 30–100.

Podcast Listener Index

The Index measures how much more or less concentrated that group is among a show’s audience compared to the general podcast population.

100 = average concentration (same as general population)

200 = twice as concentrated

50 = half as concentrated

Example: If you filter to “Index 150–200+,” you’ll see only shows whose audiences over-index strongly for that decile (meaning that demographic is highly overrepresented among their listeners).