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

Jeff McCartney Joins Cumulus Salt Lake City Duo

Jeff McCartney

Cumulus Media has named Jeff McCartney as Operations Manager and Program Director for its Salt Lake City outlets KBER-FM (KBER 101) and KENZ-FM (Power 94.9/101.9). He brings more than 30 years of experience in radio programming, brand development, and audience growth to the role. McCartney joins Cumulus More

Brian McGhee Named CMG Jacksonville Market Manager

Brian McGhee

Cox Media Group (CMG) has appointed Brian McGhee as Vice President and Market Manager for its Jacksonville radio operations, effective immediately. McGhee succeeds Jimmy Farrell, who recently transitioned to the role of Vice President and Market Manager for CMG Miami Radio. McGhee joins CMG with more More

Salem Media's Allen Power to Retire After 50 Years

Allen Power

Salem Media has announced that Allen Power, President of Broadcast Media, will retire on September 30, concluding a broadcasting career that spans five decades. Following his retirement, Power will remain with the company in a Senior Advisor role. The announcement coincides with the 50th anniversary of More

Beasley Urges FCC to Scrap Radio Ownership Caps

Caroline Beasley

Beasley Media Group is calling on the Federal Communications Commission to eliminate local radio ownership caps, arguing that decades-old regulations are hindering broadcasters' ability to compete in today's media landscape. In an ex parte filing submitted to the FCC, Beasley Media Group CEO Caroline More

Study: AM/FM Radio Dominates Among GM Drivers

Cumulus Media | Westwood One

A new analysis from Cumulus Media and Westwood One's Audio Active Group finds that AM/FM radio remains the dominant audio platform among General Motors drivers, highlighting its value for automakers and dealers seeking to reach both loyal customers and owners of competing brands. In this week's blog More

Netflix Expands iHeartPodcast Video Deal

iHeartMedia

Netflix and iHeartMedia are expanding their video podcast partnership with the addition of several new iHeartPodcasts set to debut as video shows on the streaming platform. The latest agreement brings a new collection of star-powered podcasts to Netflix, including "Suite 305 with Lele Pons," "The Martha 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 ^®