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

RAB Names Sabina Widmann Executive Vice President

Sabina Widmann

The Radio Advertising Bureau has appointed Sabina Widmann as Executive Vice President, expanding the organization's focus on broadcaster initiatives, member engagement and industry support. In the newly created role, Widmann will oversee member engagement and success efforts, with responsibilities that More

Margie Tasseff Retiring From iHeartMedia Ohio

Margie Tasseff

iHeartMedia has announced that longtime Mansfield and Marion Market President Margie Tasseff will retire effective June 1, ending a nearly 40-year career with the company. Tasseff currently oversees seven stations in Mansfield and three stations in Marion. She has served as Market President for the More

CMG Names Lauren Smith Senior Director of Digital Sales

Lauren Smith

Cox Media Group has appointed Lauren Smith as Senior Director of Digital Sales as the company continues expanding its digital revenue initiatives across its television and radio markets. In the new role, Smith will work directly with CMG's local radio & TV operations to support sales teams, lead More

Nueva Network Restructures Leadership Team

Nueva Network

Nueva Network and North Atlantic Media have announced a leadership reorganization aimed at expanding growth opportunities across audio, digital and multi-platform media operations. As part of the restructuring, Jeffery Liberman will assume strategic oversight responsibilities across both companies. More

Radio Network News Launches Using NewsCloud Platform

Newscloud and RNN

Radio Network News has officially launched in the United States using the NewsCloud platform developed by Radio.Cloud. NewsCloud is designed as a newsroom productivity and workflow system that allows journalists and anchors to write, localize, produce and distribute radio newscasts from a centralized More

Henkle's Ace Shows Power of Long-Term Radio Ads

Cumulus Media and Westwood

A new study commissioned by Cumulus Media and Westwood One highlights how long-term AM/FM radio advertising helped Henkle's Ace Hardware build strong brand awareness and customer loyalty in Joplin, Missouri. The research, conducted by Quantilope in January 2026 among 150 consumers in Joplin, found 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 ^®