Home Login RADIO ONLINE RSS Facebook
Advertisement

Report: YouTube Most Accessed Destination for Podcasts


Cumulus Media and Signal Hill
Cumulus Media and Signal Hill

For the twelfth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 603 weekly podcast consumers from April 19-24, 2024. Two studies are conducted annually. The Spring 2024 Report highlights trends from prior studies and examines topics such as platform preference, content trends, perceptions of brand safety and content appropriateness and more.

This week's Cumulus Media | Westwood One Audio Active Group blog analyzes YouTube as the most accessed destination for podcasts.

  • YouTube is the most utilized podcast listening platform in the U.S.: 31% say it is the platform they use the most, followed by Spotify (21%) and Apple (12%)

  • YouTube is used most among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers

  • YouTube podcast audience profile: Male and younger than the Apple Podcasts audience

  • As the world's entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts

  • Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features

  • However, the YouTube podcast audience is not exclusively tied to the platform

  • Watching and listening to podcasts are equally favored

  • Podcast Newcomers are more likely to prefer actively watching podcast videos; Those who began listening to podcasts 4 years ago favor the audio-only experience

  • YouTube dominates association as the platform where podcasts can be watched and heard

  • Not all genres work for watchable podcasts: Consumers who prefer to watch are more likely to like News/Current Events and Sports podcasts; Among those who prefer to listen, True Crime is the leading podcast genre

  • The vast majority of the Apple and Spotify platform audience uses the smartphone, while 38% of YouTube's podcast audience uses laptops and TV

Advertisement

Latest Radio Stories

FCC Commissioner Nathan Simington to Step Down
Nathan Simington
Nathan Simington
Federal Communications Commission (FCC) Commissioner Nathan A. Simington announced he will conclude his tenure at the end of this week, bringing to a close a nearly five-year term marked by his focus on free speech, national security, and telecommunications infrastructure. Appointed by President Donald More

Podcast Ads Lead U.S. Media in Ad Recall and Trust
Sounds Profitable
Sounds Profitable
Podcast advertising outperforms all other media platforms when it comes to ad recall and consumer trust, according to a new study released by Sounds Profitable, the podcasting trade association. Entitled The Advertising Landscape: Trust and Attention, the study is the largest public analysis of podcast More

iHM/SC-GA Region Names Bobby Tatum as Area President
Bobby Tatum
Bobby Tatum
iHeartMedia promotes veteran executive Bobby Tatum to Area President of its newly consolidated South Carolina-Georgia region, expanding his oversight to 67 stations across markets including Charleston, Columbia, Myrtle Beach, Florence, Savannah, and Augusta. Tatum began his radio career in 2007 as an Account More
Advertisement

Ferrari Simmons Named Assistant PD at WRDG in Atlanta
Ferrari Simmons
Ferrari Simmons
iHeartMedia Atlanta's WRDG-FM (96.1 The Beat) promotes Ferrari Simmons to Assistant Program Director, effective immediately. In his new role, Simmons will focus on coaching and developing air talent, as well as overseeing the station's imaging and production. He will report directly to Vladimir Scott, More

Report: Top 32 Podcasts Reach Half of Weekly Listeners
Edison Research
Edison Research
Podcast advertising just got more strategic, thanks to new data from Edison Research. In its latest analysis, the company revealed that the top 32 podcasts in the U.S. now reach half of all weekly podcast listeners -- an audience of 50 million Americans. The findings come from Edison's "Infinite Dial" More

Rob Dawson Named ND for iHM's Rocky Mountain Region
Rob Dawson
Rob Dawson
iHeartMedia elevates Rob Dawson to News Director of the Rocky Mountain Region for its 24/7 News service, following the semi-retirement of longtime news leader Kathy Walker. Walker, who has been with iHeartMedia for 35 years, will remain with the company in a part-time role within the Denver newsroom. "We More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement