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

Urban One Dallas Realigns Three-Station Lineup

Urban One

Urban One Dallas has announced a programming realignment across its three-station Dallas-Fort Worth cluster, including new and returning personalities at KBFB (97.9 The Beat) and KKDA (K104) and a new music direction for 105.7 KRNB. At 97.9 The Beat, Radio Hall of Famer Rickey More

K-Love Closes $2M Purchase of Former KBAY-FM

K-Love

K-Love Inc. has closed on its $2 million acquisition of the 94.5 FM signal in Gilroy, CA, serving San Jose from Connoisseur Media, completing a transaction first announced in July. The former KBAY-FM has adopted the new call letters KJNV-FM. K-Love acquired the signal to expand its Christian radio service in More

Study: Broad Ad Reach Key to Driving Brand Growth

Cumulus Media | Westwood One

New marketing research suggests advertisers looking for long-term growth should focus on reaching a broad audience rather than concentrating heavily on consumers who are already in the market to buy. The findings are highlighted in a new Cumulus Media | Westwood One Audio Active Group analysis from Pierre More

Mary Louise Kelly Stepping Down as NPR Host

Mary Louise Kelly (photo credit: Mike Morgan, NPR)

Mary Louise Kelly is stepping down as co-host of NPR's "All Things Considered" and host of the network's "Sources & Methods" podcast after more than eight years in the ATC anchor chair. The week of November 2 will be Kelly's final week as co-host of "All Things Considered," while she will sign off from More

Billy Brown Returns to WKWS as Morning Host

Billy Brown

Billy Brown has returned to WKWS-FM (Superstar Country 96.1 KWS) in Charleston, WV, as morning host. The move marks a return to the station for Brown, who previously spent five years at WKWS from 2017 through 2022. Most recently, he was part of the on-air lineup at crosstown WQBE. "I'm really glad to More

HMC Raises Concerns Over Transfer of SBS

Hispanic Marketing Council (HMC)

The Hispanic Marketing Council (HMC) is urging the FCC to closely examine the public-interest implications of the proposed transfer of control of Spanish Broadcasting System (SBS), citing the potential impact of a change in ownership on Hispanic audiences and communities served by the broadcaster. In 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 ^®