YouTube Is The #1 Platform For Podcast Consumption, Reaching New High
YouTube Also Leads For Podcast Discovery
YouTube Thumbnails Help Draw In Podcast Consumers, Especially Among 18-34s
Popularity Of Watchable Podcasts Is Up As 1 In 3 Now Prefer Actively Watching Podcasts With Videos
NEW YORK – December 2, 2024 – Cumulus Media (NASDAQ: CMLS), in partnership with Signal Hill Insights, today released Cumulus Media and Signal Hill Insights' Podcast Download – Fall 2024 Report, a comprehensive evaluation of the latest podcast audience trends. This thirteenth edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media's commitment to share insights and research findings with the podcast community.
A key finding uncovered in the Podcast Download Report is that YouTube continues its growth as the dominant podcast platform for consumption, reaching a new high.
"Though it began as an auditory experience, over the past few years we've seen the growth of podcast visuals, which go hand-in-hand with the similar ascendance of YouTube as a podcast platform," said Lauren Vetrano, VP of Advertiser Studies and Insights, Cumulus Media | Westwood One Audio Active Group. "We currently see over a third of weekly podcast consumers using YouTube the most for their podcast consumption, up from 28% year over year. Similarly, one in three podcast consumers now prefer podcasts with a video component. Video, and by extension YouTube, cannot be ignored as an important aspect of the podcast experience."
"Thumbnails turn out to be a key discovery driver on YouTube, especially among younger consumers. 53% of those 18 – 34 say they've chosen a podcast on the platform based upon the thumbnail," said Paul Riismandel, president of Signal Hill Insights. "The title or persons featured in that graphic are the two top reasons for choosing an episode. This finding provides direction for podcasters looking to grow their audiences."
The Fall 2024 edition reveals valuable insights for content creators and advertisers. Some highlights from the report:
- YouTube is the most utilized podcast listening platform in the U.S. over the past two years: 34% say it is the platform they use the most, followed by Spotify (17%) and Apple (11%)
- As the world's entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts
- YouTube is the most utilized podcast listening platform among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers
- Younger podcast consumers are more likely to consume a podcast because of the thumbnail image on YouTube versus older podcast consumers
- Text and the podcast title on the thumbnail are the biggest reasons podcast consumers will pick a podcast on YouTube
Cumulus Media and Signal Hill Insights' Podcast Download – Fall 2024 Report is available in full for download at CumulusPodcastNetwork.com.
Background
The study was executed from a nationally representative sample of weekly podcast consumers who represent 34% of the U.S. according to Edison's Infinite Dial study. The report also examines heavy podcast consumers (those who listen 6+ hours per week) as well as when consumers started to listen to podcasts – Podcast Pioneers (4+ years ago), Podcast Intermediates (2-3 years ago), and Podcast Newcomers (past 12 months).
Report Methodology
Cumulus Media | Westwood One, in partnership with Signal Hill Insights, commissioned a study of weekly podcast consumers with MARU/Matchbox, a nationally recognized leader in consumer research. The thirteenth installment in the series, this report includes questions trended back to the inaugural 2017 study. This study was fielded online using a nationally representative sample of 603 respondents who were adults aged 18 and older, spent at least one hour listening to or watching podcasts within the past week, and not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries. Surveys were conducted between October 3-7, 2024.
About Signal Hill Insights
Signal Hill Insights specializes in audio research, partnering with publishers, broadcasters, and advertisers to tap new opportunities in audio. Clients include many of North America's leading broadcasters and podcast networks.
About Cumulus Media
Cumulus Media (NASDAQ: CMLS) is an audio-first media company delivering premium content to over a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 403 owned-and-operated radio stations across 85 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and many other world-class partners across more than 9,400 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the Cumulus Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. Cumulus Media is the only audio media company to provide marketers with local and national advertising performance guarantees. For more information visit .
Contact: Lisa Dollinger, Dollinger Strategic Communication for Cumulus Media | Westwood One, lisa@dollcomm.com of 512.633.4084.
