Q: What are audience listener segments?

Listener segments help us divide a podcast’s audience into smaller groups using the audience’s listening habits.

Listening habits

Audience listening habits are defined by the topics they’re listening to. Grro captures these topics weekly by training AI models on the latest set of podcast data.

The listening habits, aka topics, are shared across all podcasts. Meaning, multiple podcasts will share the same topic.

Listener Segments

To segment listeners based on listening habits, Grro has built a podcast graph. The graph models listening activity from one podcast to the other.

Q: Do audience listener segments include demographics?

No.

Listener segments are based on audience listening habits only. You can augment Grro data with other providers, e.g. Podchaser, who provide demographic information.

Q: Can Grro be used to optimise advertising spend?

Yes. Grro analyses a podcast audience’s listening habits to uncover listener segments.

Listener segments, to market any product or service,

• Can be used as targeting data to market related products to a podcast’s audience.
• Can be used to identify podcasts that share the same listener segments, but are less popular. You can then market related products to those audiences - for less marketing spend.
• Can be used with our Marketing Reach metric to identify shows with huge market reach for marketing. However, Grro DOES NOT offer a mechanism to use a budget to filter shows by marketing reach.

Listener segments, to market a podcast,

• Can be used as targeting data to market the podcast itself on other podcasts that share the same listener segments.

Q: What is Marketing Reach and how is it determined?

Marketing Reach is a metric that, as far as we know, is not offered directly to users by other platforms. In Grro marketing reach ****measures the potential listeners any marketing campaign could reach. This is calculated using our podcasts graph.