Chartable has partnered with Epsilon to provide insights into US based household level demographics for users of the Trackable prefix. We use statistical sampling methods applied across Epsilon's dataset, matched against the Trackable dataset, to calculate demographics in five categories - income, education, ethnicity, gender and age.
These categories are calculated at the household level, not at the individual level. Integrating your Spotify account can provide user-level demographics collected by Spotify.
Demographics data can be found by navigating to the Audiences page using the navigation bar on the left.
Understanding my data
Each category is broken down into demographic buckets. The bar charts show the what percentage of your audience falls into each bucket.
The dotted lines that are overlaid on your bar charts show the benchmarks for each bucket. These benchmarks are aggregated industry-wide and can give you an idea of how you perform in each demographic compared to other podcasts.
By default, your demographic data is calculated by a trailing 30 day reporting window. Meaning, the demographic data presented reflects downloads in the last 30 days. To change your reporting window, navigate to Team Settings > Settings and use the dropbox under the "Default statistics reporting window" heading.
Why are some values negative?
For certain categories, like age and gender, we only provide an indexed calculation, or the difference between your podcast's demographic values and the industry wide benchmarks.
The indexed calculation can help you understand directionally where you stand with these demographics.
These categories are less reliable at a household level (as they are less correlated with who is listening to your podcast), however we believe the indexed calculations provide valuable insight in understanding the unique characteristics of your audience compared to a broader podcast audience.