Report: Audio Still Reigns in Podcast Consumption

RADIO ONLINE | Monday, June 16, 2025 | 3:29pm CT

Cumulus Media and Signal Hill Insights

Despite the surge in watchable podcast content and the growing dominance of platforms like YouTube, audio remains the core mode of podcast consumption, according to the newly released Podcast Download-Spring 2025 Report from Cumulus Media and Signal Hill Insights. Now in its fourteenth edition, the study -- based on insights from weekly podcast listeners -- offers a comprehensive snapshot of evolving behaviors and preferences within the podcasting space.

"First and foremost, podcast consumption remains an auditory experience," said Liz Mayer, Senior Insights Manager for Cumulus Media's Westwood One Audio Active Group. "Over half of weekly podcast consumers still choose audio-only formats, which tells us that what people hear continues to be most important -- even as video grows."

While YouTube has emerged as the leading podcast discovery platform, with 44% of new listeners saying they started there, it hasn't replaced traditional listening habits. Smartphones remain the top device for consumption, but smart TVs are gaining traction -- suggesting rising co-listening among family and friends, according to Signal Hill Insights President Paul Riismandel.

Among other key findings:

• Audio leads: 58% of weekly podcast consumers primarily consume audio content, despite the increasing availability of video podcasts.

• YouTube dominates discovery: While not a "walled garden," YouTube plays a critical role in podcast discovery, particularly among new listeners.

• Co-listening is underestimated: Current industry metrics like downloads fail to capture audience behaviors such as shared listening experiences.

• Rapid consumption: 70% of weekly listeners consume episodes within 24 hours of release; 75% return to catch up on missed episodes.

• Strong ad engagement: Podcast hosts are considered three times more influential than social media influencers. This positions podcast ads as uniquely effective in reaching elusive audiences -- particularly those who prefer ad-free video platforms like Netflix or Disney+.

• Growth in ad spending: According to Advertiser Perceptions, brand adoption of podcast advertising has climbed from 15% to 59% over the past decade.

• Influence and impact: 76% of weekly podcast listeners have taken action after hearing a podcast ad.

"This report underscores the power of podcasting to connect, engage, and convert," said Riismandel. "As more people discover podcasts through YouTube and other video channels, creators and advertisers should adapt while keeping audio front and center."

The full Podcast Download - Spring 2025 Report is available at CumulusPodcastNetwork.com.