Filtering Podcasts by Audience Demographics

The Demographics section helps you discover podcasts based on who listens to them, not just what they talk about. This is essential for advertisers, sponsors, and content creators seeking to reach specific audience segments.

Accessing Demographics

Navigate to Demographics in the main navigation menu.

Available Demographic Filters

Audience Characteristics

• Age group: Primary listener age range (18-24, 25-34, 35-44, 45-54, 55-64, 65+)
• Gender skew: Male-skewed, Female-skewed, or Balanced
• Education level: High School, Some College, Bachelor's, Graduate
• Engagement level: How actively listeners engage (Casual, Regular, Dedicated)
• Purchasing power: Economic capacity (Budget, Moderate, Premium, Luxury)

Lifestyle Factors

• Living environment: Urban, Suburban, or Rural audience distribution
• Ideological leaning: Political/ideological audience composition
• Family status: Single, Partnered, Parents, etc.

Professional Context

• Professional industries: Filter by industries where listeners work
• Searchable dropdown with multi-select
• Examples: Technology, Healthcare, Finance, Education, Marketing

Additional Filters

• Languages: Filter by podcast language
• Regions: Filter by geographic location

Using the Demographics Dashboard

Finding Podcasts for Your Target Audience

1. Select the demographic criteria that match your ideal listener
2. Click Apply to filter results
3. Browse the paginated list of matching podcasts
4. Each result shows:

• Podcast name and cover
• Audience size
• Key demographic indicators
• Quick-add to list button

Sorting Results

Sort filtered podcasts by:

• Audience size (ascending/descending): Find high-reach or niche shows
• Name (alphabetical): Organized browsing

Exporting Data

Click Export CSV to download filtered results for:

• Media planning spreadsheets
• Client presentations
• External analysis tools

Practical Use Cases

Sponsorship Targeting

Filter for podcasts with Premium/Luxury purchasing power and your target age range to find shows whose audiences can afford your product.

B2B Marketing

Filter by Professional Industries (e.g., "Technology" + "Finance") and Education Level (Graduate) to find podcasts reaching decision-makers.

Consumer Brands

Combine Gender Skew, Age Group, and Living Environment to precisely target your customer demographic.

Regional Campaigns

Use Region filters with demographic criteria to find podcasts reaching specific geographic markets.

Understanding Demographic Data

Podscan estimates audience demographics through:

• Platform data analysis
• Chart performance across categories
• Content and topic analysis
• Social signals and engagement patterns

Important: Demographics are estimates based on aggregated signals. Use them as directional indicators for media planning, and verify with podcast hosts during direct negotiations.

Demographics in Lists

When you add podcasts to a List, you can access aggregate demographic analysis:

1. Open any List
2. Switch to Demographics View
3. See combined demographic breakdown across all podcasts in the list

This helps you understand the total audience profile of a media plan or research collection.

Tips for Effective Demographic Filtering

• Start broad, then narrow down
• Combine 2-3 demographic filters for best results
• Export results for side-by-side comparison
• Use the List feature to save promising podcasts for later
• Review individual podcast pages for complete demographic details

Updated on: 18/12/2025