Report: YouTube Most Accessed Destination for Podcasts

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

Latest Radio Stories

Joe LaCroix Named Brand Manager at 105.7 The Fan

Joe LaCroix

Audacy has promoted Joe LaCroix to Brand Manager of sports-formatted WJZ-FM (105.7 The Fan) in Baltimore. In his new role, LaCroix will oversee the station's content strategy, talent development, operations, and branding efforts. "Joe's dedication over the past year has been nothing short of exceptional, More

NAB Urges FCC to Reform Regulatory Fee Structure

National Association of Broadcasters (NAB)

The National Association of Broadcasters (NAB) is urging the Federal Communications Commission to address what it says are rising and increasingly burdensome regulatory fees as the agency develops its Fiscal Year 2026 fee schedule. In comments filed with the FCC, NAB supported aspects of the commission's More

Hubbard Radio Rebrands as Hubbard 'Media That Connects'

Hubbard 'Media That Connects'

Hubbard Radio is adopting a new corporate identity, rebranding as "Hubbard - Media That Connects" as the company broadens its focus beyond traditional radio into digital marketing and podcasting. The announcement was made by CEO Ginny Hubbard during a companywide Town Hall meeting. The new branding More

Stacie Bolster Named GSM for JVC Panama City

Stacie Bolster

JVC Broadcasting has named Stacie Bolster as General Sales Manager for its Panama City, FL radio cluster. Bolster joins the company with decades of experience in broadcast advertising, sales leadership, client development, and revenue growth. JVC said her extensive knowledge of the Panama City market and More

Worldwide News Network Launches with NewsCloud

Worldwide News Network

Red Apple Audio Networks has launched its new Worldwide News Network (WWNN), utilizing the NewsCloud newsroom platform developed by Radio.Cloud. The network officially debuted on May 23, with executives citing NewsCloud's cloud-based architecture and rapid deployment capabilities as key factors in the More

AI Search Shift Elevates Importance of Branding

Cumulus Media and Westwood One

The rise of Google's AI-powered search results is reducing both organic and paid search traffic, making brand building more important than ever for advertisers, according to a new analysis from Cumulus Media | Westwood One's Audio Active Group. In a new blog post, Pierre Bouvard, Chief Insights Officer More

Return to Menu

Report: YouTube Most Accessed Destination for Podcasts

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ^®

Report: YouTube Most Accessed Destination for Podcasts

Latest Radio Stories

Follow us on:

Copyright © 1989-2026 RADIO ONLINE ®

Copyright © 1989-2026 RADIO ONLINE ^®