Podcast analytics and insights platform CoHost has launched Advanced Audience Demographics, a feature which provides brands and podcast agencies more in-depth listener data, the company has announced.
With this feature, users can now gain access to listener data which includes audience age, gender, household income, interests and hobbies, family members, and social media consumption and habits. It’s split into two sections: Audience Overview, which provides details about the listener’s persona, and Interests and Habits, which provides details on their most used social channels, how they use them, and their general sub-interests.
“Understanding your audience is crucial in delivering content that engages, excites, and informs. With Advanced Audience Demographics, we’re giving brands the ability to do just that, but at a whole new level,” said CoHost and Quill CEO and founder Fatima Zaidi. “Our new feature delves deep into listener details like age, gender, household income, interests, hobbies, and online habits. Our aim is to arm brands and agencies with the right tools to reach the right people.”
The feature aims to help brands and agencies verify if the podcasts they’re advertising with are reaching their desired target audience, enhance podcasters’ sponsorship sales, and give them the opportunity to tailor their content depending on the audience’s preferences so they can improve their engagement.
CoHost, which is under podcast agency Quill, works with a number of brands and agencies to provide them with the tools to measure and grow their podcasts including Content Allies, JAR Audio, Expedia Group, and PwC.
“We’re really excited about CoHost’s new Advanced Audience Demographics! Our clients are hungry for this kind of insight into their audience’s demographic makeup and interests,” said JAR Audio director of audience growth Liz Hames. “More detailed data will help us ensure that the podcast is reaching our client’s target audience, and we’ll be able to use it to tailor our content and marketing efforts more effectively. We’re always looking to engage listeners on a deeper level, and this is one more tool to help us do that."
In March this year, CoHost also launched a new analytics feature targeted towards B2B brands and agencies which gives them access to listening insights from companies and industries. It is powered by a partnership with B2B data activation platform ClearBit, which uses a variety of technologies to provide B2B businesses with sales intelligence information.