Cumulus, Signal Hill Issue Fall 2024 Podcast Trends Report

RADIO ONLINE | Monday, December 2, 2024

Cumulus Media and Signal Hill Insights

Cumulus Media, in collaboration with Signal Hill Insights, has released its thirteenth edition of the Podcast Download Report, shedding light on trends among weekly podcast listeners. The Fall 2024 Report highlights YouTube's continued rise as the leading platform for podcast consumption, a trend fueled by the growing popularity of video-enhanced podcasting.

According to the study, over one-third (34%) of weekly podcast consumers identify YouTube as their primary platform for listening, marking an increase from 28% last year. This positions YouTube far ahead of competitors like Spotify (17%) and Apple Podcasts (11%). The report also reveals a growing preference for podcasts with video components, with one in three consumers favoring such content.

"Though podcasts started as an auditory medium, the shift toward visual elements is undeniable," said Lauren Vetrano, VP of Advertiser Studies and Insights at Cumulus Media | Westwood One Audio Active Group. "YouTube's growth underscores how video has become an integral part of the podcast experience."

The report also highlights the role of visuals in podcast discovery on YouTube, especially among younger audiences. Over half (53%) of listeners aged 18-34 say they've chosen a podcast on the platform based on its thumbnail image. The podcast title and featured personalities on thumbnails are key factors influencing their choices.

"Thumbnails are a vital discovery tool for YouTube podcasts," noted Signal Hill Insights President Paul Riismandel. "This insight provides podcasters with a clear direction to grow their audiences by optimizing visual elements."

Key findings:

• For two consecutive years, YouTube has been the most used podcast platform in the U.S., favored by 34% of weekly podcast consumers.

• YouTube serves as the primary platform for discovering new podcasts, capitalizing on its position as the world's entertainment search engine.

• Younger podcast consumers are significantly more likely to select podcasts on YouTube based on thumbnail images.

• YouTube is the top platform for Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers alike.

The Fall 2024 Podcast Download Report provides actionable insights for podcasters and advertisers aiming to capitalize on evolving consumer habits. The full report is available for download at CumulusPodcastNetwork.com.