Cumulus Media in partnership with Signal Hill Insights, yesterday (12/2) released Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report, a comprehensive evaluation of the latest podcast audience trends. This 13th edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media’s initiative to share insights and research findings with the podcast community. A key finding uncovered in the Podcast Download Report is that YouTube continues its growth as the dominant podcast platform for consumption, reaching a new high. “Though it began as an auditory experience, over the past few years we’ve seen the growth of podcast visuals, which go hand-in-hand with the similar ascendance of YouTube as a podcast platform,” said Lauren Vetrano, VP of advertiser studies and insights, Cumulus Media | Westwood One Audio Active Group®. 
“We currently see over a third of weekly podcast consumers using YouTube the most for their podcast consumption, up from 28% year over year. Similarly, one in three podcast consumers now prefer podcasts with a video component. Video, and by extension YouTube, cannot be ignored as an important aspect of the podcast experience.” “Thumbnails turn out to be a key discovery driver on YouTube, especially among younger consumers. 53% of those 18 – 34 say they’ve chosen a podcast on the platform based upon the thumbnail,” said Paul Riismandel, president of Signal Hill Insights. “The title or persons featured in that graphic are the two top reasons for choosing an episode. This finding provides direction for podcasters looking to grow their audiences.”
The Fall 2024 edition reveals valuable insights for content creators and advertisers. Some highlights from the report:
• YouTube is the most utilized podcast listening platform in the U.S. over the past two years: 34% say it is the platform they use the most, followed by Spotify (17%) and Apple (11%)
• As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts
• YouTube is the most utilized podcast listening platform among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers
• Younger podcast consumers are more likely to consume a podcast because of the thumbnail image on YouTube versus older podcast consumers
• Text and the podcast title on the thumbnail are the biggest reasons podcast consumers will pick a podcast on YouTube
Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report is available in full for download here.