Cumulus, Signal Hill Release Podcast Download-Fall 2023

RADIO ONLINE | Monday, December 4, 2023 | 11:30am CT

Cumulus Media and Signal Hill Insights

Cumulus Media, in partnership with Signal Hill Insights, has released its Podcast Download - Fall 2023 Report, a comprehensive evaluation of the latest podcast audience trends. This eleventh edition of the study examining the habits of weekly podcast consumers is part of company's commitment to share insights and research findings with the podcast community. 

A key finding uncovered in the Podcast Download Report is that podcast consumers continue to embrace YouTube as the number one podcast platform, especially with podcast discovery.  

"Throughout Cumulus' long-running Podcast Download Report series, YouTube has gained strength as the number one place where consumers discover new podcasts," said Cumulus Media Chief Insights Officer Pierre Bouvard. "This insight into podcast consumers is an important guide as the Cumulus Podcast Network invests to expand our shows into YouTube. Content still is the star attraction, however, so our primary focus remains providing distinctive and compelling programming for our podcast network."

"The platform findings are fascinating and challenge some of the conventional industry wisdom about podcast destinations," said Signal Hill Insights Chief Insights Officer and Partner Paul Riismandel. "Podcast fans don't appear particularly loyal to platforms. For instance, we see that the YouTube preference is utilitarian. Consumers who discover a podcast there stick with the platform because they like having video and the platform's recommendations, and because YouTube is their primary entertainment and information destination. However, loyalty to the platform for podcasts is weak, since a majority of YouTube podcast consumers are listening to the same shows elsewhere."

The Fall 2023 edition reveals valuable insights for content creators and advertisers. Some highlights from the report: 

• Audio is powerful. Podcast consumers spend a significant amount of time on YouTube listening to podcasts without watching the video.

• Since 2019, YouTube and Spotify have been growing among Podcast Newcomers at the expense of Apple Podcasts.

• More than half of the weekly YouTube podcast audience say they have listened to the same podcasts in another place.

• YouTube consumers will switch platforms if the podcasts they access most on YouTube became available only on another platform such as Spotify or Apple Podcasts.

• Podcast consumers who watch video podcasts often have eyes on the screen. More than 6 in 10 look at the screen at least some of the time, even during ads. Since October 2021, podcast watchers have been increasing their time spent with eyes on the screen.

• Consumers' podcast genre preference determines their preference for video. Listeners who prefer watchable podcasts are more likely to say they listen to Music and Sports podcasts than the audio-only consumers who lean towards True Crime.

Cumulus Media and Signal Hill Insights' Podcast Download -- Fall 2023 Report is available in full for download at  CumulusPodcastNetwork.com.