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

Scott Masteller to Retire from 97.5 The Fanatic

Scott Masteller

Beasley Media Group has announced that Scott Masteller, Program Director of WPEN-FM (97.5 The Fanatic) in Philadelphia, will retire December 31, concluding a radio career spanning more than 45 years. Masteller joined The Fanatic more than three years ago and has played a key role in the sports station's More

Tim Dukes Joins Collective Heads as Partner

Tim Dukes

Collective Heads has named veteran radio programmer and media executive Tim Dukes as its newest partner, adding more than four decades of programming and senior management experience to the multi-platform consulting and marketing group. Dukes most recently served as President of Hope Media Group from 2024 More

America's Morning News to Launch September 21

America's Morning News

A new nationally syndicated morning news program, "America's Morning News," will launch Monday, September 21, providing stations with a replacement option following the conclusion of "America in the Morning." The weekday program, produced by AccuMinute and distributed by Talk Media Network, will More

Audacy Study Finds New Rules for Podcast Advertising

''The New Rules of Podcast Advertising''

Audacy has released a new "State of Audio" report that challenges some traditional assumptions about podcast advertising, finding that audience trust, host expertise and engagement can be more important to advertisers than the sheer size of a show's audience. "The New Rules of More

Beasley Deploys Futuri AI Platform Companywide

Beasley Media and Futuri

Beasley Media Group has deployed Futuri's TopLine Enterprise AI revenue intelligence platform across all of its markets under a multiyear agreement aimed at enhancing the company's sales process and providing local advertisers with more data-driven marketing strategies. The companywide rollout gives More

Study: ROI Focus Can Undercut Advertising Growth

Cumulus Media | Westwood One

An advertising industry's increasing focus on return on investment may actually be working against sales and profit growth, according to research examined in a new Cumulus Media | Westwood One Audio Active Group blog post. Pierre Bouvard, Chief Insights Officer of the Cumulus Media/Westwood One Audio 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 ^®