Cumulus Media in partnership with Signal Hill Insights release the Podcast Download – Spring 2024 Report that evaluates the latest podcast audience trends. They say that a key finding uncovered in the this report is that podcast consumption is undercounted due to co-listening that is occurring with friends, family, and children. Cumulus Media | Westwood One Audio Active Group VP, advertiser measurement & insights Lauren Vetrano states, “Since the dawn of podcast advertising, selling estimates based on
downloads, listens, or views never contemplated a device utilized by multiple people. What we have uncovered is that there is actually a fair amount of co-listening to podcasts that takes place. Whether it be with kids, friends, or family, the podcast industry is leaving ears on the table. There is a richer consumption story to be told as it is not just one person per download. For agencies and media planners, being able to examine co-listening by genre or podcast can offer invaluable insights into reaching the true audience.” Other notable findings include: 1) Marketers targeting people with a side hustle will find a rich concentration among men, heavy, and 18-34 podcast consumers; 2) Podcast pioneers and women like to go back to listen to back episodes and episodes they missed; 3) YouTube has been the most utilized podcast listening platform in the U.S. over the past year and a half: 31% say it is the platform they use the most, followed by Spotify (21%) and Apple (12%); and 4) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts. Find out more and download the report here.
