The latest blog post from Cumulus Media | Westwood One’s Audio Active Group presents more information from the Cumulus Media-Signal Hill Insights Podcast Download Fall 2023 report conducted by MARU/Matchbox. Some of the findings of this survey of 608 weekly podcast consumers include: 1) Podcast consumers connect with their favorite hosts on social platforms. Podcast consumers are looking
to connect with their favorite hosts and shows on social media. Half of weekly podcasts consumers follow their favorite podcast hosts on one of the social platforms; 2) Younger 18-34 podcast consumers are more likely to follow their favorite hosts on social media. Compared to 35-49 and 50+ podcast consumers, 18-45 podcast consumers are more engaged socially with podcast hosts. 68% of podcast consumers 18-34 follow their favorite hosts on social media. 55% of 35-49s follow favorite hosts on social. 40% of those 50+ follow favorite podcast hosts on social; and 3) YouTube towers as a podcast discovery platform: 19% of weekly podcast consumers use YouTube to find podcasts. When asked which social platform they’ve used to find podcasts, 19% of podcast consumers are turning to YouTube, more than all other social media platforms combined. See the blog post here.
