Triton Digital, a global audio technology and services company, and NBC Sports announced a partnership, with the sports broadcaster adopting a suite of Triton technologies to support its podcast and digital audio operations.

The collaboration covers four Triton products. Omny Studio handles enterprise podcast hosting and distribution, while the Triton Ad Platform manages audio advertising monetization and campaign management. Podcast Metrics provides IAB-certified measurement and analytics across NBC Sports’ podcast inventory, and Demos+ supplies audience demographic insights to support advertising sales. Together, the four products form a unified technology stack that NBC Sports will use to streamline podcast operations, improve measurement transparency, and support monetization across its portfolio.

“We’re really excited to work with NBC Sports and support their continued growth in podcasting,” said John Rosso, President and CEO of Triton Digital. “Premium media companies are investing heavily in digital audio, and they need infrastructure they can trust to scale audiences and monetize effectively.”

Aileen Sokol, Vice President of Content Partnership Development at NBC Sports, said the arrangement addresses a measurement need central to the broadcaster’s advertising strategy. “Working alongside Triton Digital allows us to better understand our growing audiences and deliver reliable, consistent measurements to advertisers,” she said.

A recent Triton report, which covered more than 12,000 monthly U.S. listeners, found that podcasting reaches 53.6% of the U.S. population monthly. New listeners (those who began listening within the past year) report higher purchase intent than longer-tenured audiences across verticals such as quick-service restaurants, online retail, and wireless providers.

Triton operates in more than 80 countries and provides measurement infrastructure to publishers across the digital audio, podcast, and broadcast radio industries.