WWO: YouTube’s Growth as Podcast Destination
This week’s Cumulus Media | Westwood One Audio Active Group blog reports that data from Cumulus Media and Signal Hill Insights’ Podcast Download Spring 2024 report shows YouTube has pulled away from primary competitors Spotify and Apple Podcasts to become the most-used podcast platform in the U.S. For the study,
MARU/Matchbox was hired to conduct an in-depth study of 603 weekly podcast consumers from April 19-24 of this year. Takeaways include: 1) YouTube is used most among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers; 2) YouTube podcast audience profile: Male and younger than the Apple Podcasts audience; 3) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts; and 4) Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features. This growth for YouTube comes at the expense of Apple Podcasts. In July of 2019, Apple Podcasts was the most-used platform for 29% of weekly podcast consumers with 15% for YouTube. Five years later the figures are nearly reversed with 31% of weekly podcast consumers preferring YouTube and just 12% reporting Apple Podcasts as their most-used platform. See the full blog here.
available through both major podcast platforms is a testament to SuperTalk Mississippi Media’s commitment to keeping more and more listeners up to date with what’s going on across the state. I’m very proud of our news team and their ability to not only broadcast accurate news but deliver it to the masses in more ways than just the radio dial.” SuperTalk Mississippi Media news director J.T. Mitchell adds, “While radio is still incredibly effective in delivering news and I don’t believe that’s ever going to change, we want to offer more ways for our listeners to have news at their fingertips. I am so thankful for the team’s willingness to adapt and thrive as we find more ways to reach Mississippians and keep them informed on a daily basis.”
the full year of 2023, Spotify posted revenue of €13.25 billion, an increase of almost 13% over the full year of 2022. However, the company also reports a net loss of €70 million for Q4 of 2023 and a net loss of €532 million for the full year of 2023, the latter an increased loss of almost 24% from 2022 to 2023.
Music, and it reached #1 in the Business category on Spotify in 2023. Program co-host Dave Ramsey says, “Thank you to everyone who works daily on our show. And thanks to all our listeners for choosing to spend your time with the Ramsey personalities and me. I’m honored.” On the program, Ramsey is joined each day by a rotating cast of co-hosts, including Rachel Cruze, Ken Coleman, Jade Warshaw, George Kamel and Dr. John Delony. The Ramsey Network says that in 2023, callers to the show paid off more than $36 million in debt, inspiring the millions of people that listen to the show on podcast and radio or watch on YouTube. 
2) Audio is powerful. Podcast consumers spend a significant amount of time on YouTube listening to podcasts without watching the video; 3) Since 2019, YouTube and 
Former Spotify director of global podcast sales David Cohn joins Cumulus Media’s Westwood One as senior vice president of sales & digital partnerships. Cohn will oversee digital sales for Westwood One nationwide, focusing on growing brand partnerships across podcasting. In addition, he will have responsibility for the New York and Atlanta sales teams. Based in New York, Cohn will report to Westwood One president of sales Brandon Berman, who comments, “David is an accomplished sales leader with an exceptional command of the digital landscape. With his proven client-focused, multi-platform sales success, he is positioned to make an immediate impact on our business.” Cohn adds, “I’m super excited to join Westwood One. The opportunity to expand our digital footprint with the company’s amazing podcast and streaming assets was a natural draw for me. I’m excited to dig into the integrated advertising opportunities available in the red-hot audio space.” Prior to Spotify, Cohn held positions with Megaphone, Warner Media, Ziff Davis, and the WWE.
producer or network that represents the advertising for the show, not the platform or app that the listener uses to access the podcast. For this period, Spotify, SiriusXM Podcast Network, and iHeartRadio take the top three spots, respectively. Other commercial radio-related networks making this ranker include: Audacy (#8), Cumulus Podcast Network (#10), The Ramsey Network(#25), and Blaze Podcast Network (#28). 
One out of three American AM/FM radio listeners are reached monthly by AM radio. From the Edison study: 1) AM/FM radio dominates listening in the car with an 88% share of ad-supported audio; 2) AM/FM radio’s near-90 share of in-car ad-supported audio has been steady as a rock for the last six years; 3) AM/FM radio’s ad-supported shares in the car are dominant across all demographics, even among 18-34s; and 4) ‘Perception’ vs. ‘reality’: Agencies and advertisers underestimate AM/FM radio shares and overestimate Pandora and Spotify audiences (‘Perception’ from Advertiser Perceptions data). MRI Simmons shows Ford owners represent 20% of all U.S. AM radio listeners and are more likely to listen to AM radio. Cumulus chief insights officer Pierre Bouvard comments, “AM stations serve very unique, targeted constituencies and represent many languages and voices. As automobile manufacturers consider eliminating AM radio, it’s important to underscore that the AM dial is one of the most diverse media platforms in the world. Why would we eliminate this variety from the car?” 
promotional opportunities by way of advertising campaigns and on-air interviews with the podcast host or contributors.” Company founder and CEO Gerry Edwards adds, “This is a natural extension of what we do. We’ve made our own Podcast Radio Originals for some time, but we now want to extend our extensive production skills to brand partners as well.” Podcast Radio intends to take podcast content to radio listeners. It plans to begin distributing a 24/7 American version of its programming to radio stations and groups across the US beginning soon. To that end, it has partnered with New York-based KMG Networks to syndicate the programming.
own. It remains competitive with podcasts and DSPs (Digital Streaming Providers, such as Spotify, Apple Music, Pandora, and others) when consumers are in vehicles or public transit during the early morning and late afternoon commutes, and on weekends.” Respondents were asked to select a top preference from a list of audio entertainment choices and their top choices were (for morning commuters), broadcast FM/AM radio with 19% of the sample, followed closely by podcasts, with streaming coming in at third. The study indicates the competition is closer during the late afternoon commute, where podcasts and streaming barely eclipse radio as the top choice among commuters at 15% vs. 14% of the sample, respectively. And radio remains competitive as an audio entertainment favorite among listeners on the go during the weekend, sharing the top spot with DSP’s and eking ahead of podcasts. 
eliminating filled positions, we are talking about our colleagues – people whose skills, spirit and talents help make NPR what it is today. This will be a major loss.” The story goes on to state, “On an annual budget of roughly $300 million, Lansing says, revenues are likely to fall short by close to $30 million, although that gap could reach $32 million.” Folkenflik notes, “The layoffs are in keeping with an increasingly grim landscape for media companies over recent months. Vox Media cut jobs by 7%; Gannett and Spotify by 6%. The Washington Post, owned by Amazon founder Jeff Bezos, eliminated its Sunday magazine and a handful of other jobs. After becoming part of Warner Bros. Discovery, CNN cut hundreds of jobs and killed off its brand-new streaming service, CNN+.” 
as a percentage of the weekly podcasting audience – is based on total audience reach from Edison Podcast Metrics, and Edison says the Q3-Q4 ranker includes increased sample size implemented last year and is based on surveys of 10,579 weekly podcast listeners age 13+. The rest of the top 10 are: 4) Wondery/Audible/Amazon Music, 5) Audioboom, 6) The New York Times, 7) NPR, 8)Audacy, 9) Acast Creator Network, and 10) Cumulus Podcast Network.
On December 29, 2022, the company revealed that Courtside Group, Inc. (dba PodcastOne) has filed an S-1 with the SEC for its planned spin-out and special dividend to LiveOne’s stockholders of record on January 16, 2023. The company says that PodcastOne is expected to record revenue of $25 million for the first nine months of fiscal 2023 ending December 31, 2022.
CMS is the platform where podcast episodes are uploaded, RSS feeds are created and distributed to listening platforms, and the listening data is analyzed and displayed in a dashboard for the creators/producers to see. This fully owned and operated enterprise CMS rivals other paid platforms such as Megaphone (Spotify-owned), Art19 (Amazon-owned) and SimpleCast (SiriusXM/Pandora-owned). The CMS’ day-to-day operation and maintenance is managed by a vendor we contract with and is constantly being updated to be a best-in-class system. LiveOne remains committed to spinning-out PodcastOne as a separate public company to be listed on a national exchange. In connection with such spin-out, LiveOne has moved the record date to Jan. 16, 2023 for PodcastOne’s special dividend to LiveOne’s stockholders of record. In addition, LiveOne intends to explore spinning-out SlackerOne as a separate public company during its 2024 fiscal year.”
the TALKERS 2022 convention held on June 10 at Hofstra University on Long Island. Today’s video addition features the panel discussion titled “Programming News/Talk Radio in the Digital Era” moderated by Mike McVay, president, McVay Media Consulting. Panelists include Dr. Asa Andrew, CEO/host, The Doctor Asa Health Network (“Believe”); Grace Blazer, VP, national NTS brand coordinator, director of news and AM programming Florida region, iHeartMedia Miami; Phil Boyce, SVP/spoken word format, Salem Media Group, Salem Radio Network/operations VP, New York Region; Kevin DeLany, VP, news & talk programming, Westwood One; and Greg Stocker, program director, WPHT, Philadelphia. The introduction was provided by Steve Goldstein, CEO, Amplifi Media. You can watch the video 
iHM Jacksonville Boosts Lawrence To Senior VP/Sales. Two-and-a-half-year iHeartMedia Jacksonville vice president/sales Stacey Lawrence advances to senior vice president/sales of that Florida cluster. Lawrence will report to iHeartMedia North Florida area president Paul Rogers, who comments, “When I joined the market [in March 2021], I took a long time to evaluate our team, including our management team. I wanted to learn their values, their work ethic, and observe their commitment to our team, our customers, and to iHeart. Stacey flat-out earned it, and her strong working relationship with vice president/digital sales Brooke Adams is going to be crucial and what takes us over the top.” Lawrence remarks, “I’m thrilled to step into my new role with this incredible team in Jacksonville. Although I’ve been with iHeartMedia less than three years, it did not take me long to realize this was where I belonged. [It’s] a forward-thinking company that is customer-centric at its core. Jacksonville is exploding and I plan on leading this team to their fullest potential. I look forward to making a difference in our community and helping businesses achieve their marketing goals through our world- class, multi-channel offerings.” Lawrence spent 14 years with Hibu (formerly YellowBook USA). She later held sales management positions for two Jacksonville TV stations, including Graham Media Group’s WJXT-TV. Among the stations in iHM Jacksonville is Spanish news/talk WFXJ “Acción 97.3.”
named president/chief executive officer of the Maine Association of Broadcasters. Moore succeeds Suzanne Goucher, who passed away unexpectedly earlier this year. MAB board chair/WMTW-TV, Portland president/general manager David Abel states, “The Board was looking for someone with deep experience in Maine broadcasting and extensive relationships throughout the state; Tim stood out among some very qualified candidates. There is much to be done to position the MAB for the future and we are excited to have Tim lead that effort.” According to Moore, “I’ve loved the MAB for years and believe in the mission to advocate for broadcasters on every level. My thanks to David Abel; incoming chair Corey Garrison; and the entire board of directors for placing their faith and trust in me. I’m beyond excited to lead the MAB into the future and cannot wait to get started.” Moore began his Maine radio career in Bangor at WKSQ. He later went to Portland as operations manager of WHOM and WJBQ. A former MAB board chair, Moore is a member of the MAB Hall of Fame and was awarded the inaugural (2010) “Broadcast Achievement Award.” The Maine Association of Broadcasters was formed in 1947 to “cultivate a friendly spirit of cooperation in matters of common interest” to radio and television stations throughout the “Pine Tree State.”
Wexler Wins NFPW’s Top Spot For Best Radio Interview. Just hours after Jim Himes spent a marathon day and night at the U.S. Capitol following the January 6 (2021) riot, Connoisseur Media Bridgeport news/talk WICC’s Lisa Wexler interviewed the Connecticut congressman live on her 10:00 am – 12:00 noon show. That January 7 interview enabled Wexler to win first-place for “Best Radio Interview” in the National Federation of Press Women’s Awards. Wexler comments, “Interviewing congressman Jim Himes after he experienced all that transpired on January 6 felt like history in the making. I urge all to listen to it now, with the benefit of hindsight.” Connoisseur Media senior vice president Kristin Okesson remarks, “The role of radio is as vital as it’s ever been, and Lisa Wexler is a fantastic example of what makes the medium so critical right now. Lisa has developed a deep connection to her audience through her no-nonsense interview style and down-to-earth storytelling. Through these stormy past few years, Lisa was there to help guide her listeners through. She remains a reassuring voice during an uncomfortable time in our nation and the world. Connecticut and WICC are lucky to have Lisa Wexler behind the microphone.” NFPW is a nationwide organization of women and men pursuing careers across the communications spectrum, including radio, television print, electronic journalism, freelancing, new media, books, public relations, marketing, graphic design, photography, and advertising. Winners from throughout the country were honored this past Saturday (6/25) during the National Federation of Press Women communications contest ceremony in Fargo, North Dakota. Nearly 2,000 entries were judged in a wide variety of categories. Only first-place winning entries at the state level are eligible to enter the national contest. All entries were published or broadcast between January 1 – December 31 (2021). “The Lisa Wexler Show” took first place for the Jim Himes interview at the Connecticut Press Awards.
“Share Of Ear” Q1 2022 Findings. Among this week’s Cumulus Media/Westwood One Audio Active Group blog highlights is that among registered voters, terrestrial radio has a 75% share of ad-supported audio. Meanwhile, AM/FM radio’s audience is 13 times bigger than Pandora and 19 times that of Spotify. Trending ad-supported audience shares from Q1 2020 to Q1 2022, terrestrial radio sees little change (78% to 76%). As podcast shares
bump up from 7% to 11%, Pandora’s shares are down 25% (8% to 6%). Also in single-digits are Spotify (4%) and SiriusXM (3%). Terrestrial radio leads total ad-supported shares among key buying demographics; podcast shares are greater than Spotify and Pandora combined. In the car, AM/FM radio shares have been in the high-80s the last six years. Most Americans only listen to terrestrial radio and never listen to Pandora and Spotify. Over six years, the proportion of terrestrial radio listening occurring through online streaming has nearly doubled (8% to 15%). More radio listening is occurring via stream (15%) than the entire AM dial. With a 43% share, terrestrial radio leads ad-supported listening on the smart speaker. Edison Research’s quarterly “Share of Ear” study surveys 4,000 Americans to measure daily reach and time spent for all forms of audio.
TALKERS News Notes. The first-ever “Black Effect Podcast Festival” is set to take place August 28 at the Avant Gardner in Brooklyn. Premiere Networks’ “Breakfast Club” co-host Charlamagne Tha God will join the festival, along with some of the Black Effect Podcast Network’s most popular personalities for a day of live podcast tapings and discussions aimed at aspiring podcasters in the black community. According to Charlamagne Tha God, “The Black Effect Podcast Network was created to amplify black voices for new and established content creators and storytellers, giving them a space to showcase their creative vision in the ever-growing podcast game. I’m excited to celebrate the first-ever Black Effect Podcast Festival, where talented black creators and aspiring podcasters will come together for a day to uplift and inspire one another. This festival is for the culture and is one of many events the network will host for the black community.” Launched in
September 2020 and curated by Charlamagne Tha God, the Black Effect Podcast Network has debuted 32 shows. Black Effect Podcast Network partners include AT&T, BetterHelp, Hulu, Molson Coors, Nissan and State Farm … Former Carolina Panthers linebacker Luke Kuechly is coming back to the organization to be part of this year’s radio broadcasts on iHeartMedia Charlotte. A first-round pick by the Panthers in 2012, Kuechly will be in the booth for six home games and 
the road trip to his hometown of Cincinnati. He comments, “I just love the Panthers. I want to be attached to the team and the game. I think it could be a lot of fun.” Kuechly played eight seasons in Carolina and retired following the 2019 season. Other members of the Panthers radio team are Anish Shroff; Jordan Gross; Jake Delhomme; Kristen Balboni; and Jim Szoke … Among the three specials ABC Audio will provide to affiliates this July 4th weekend is ABC News Radio’s three-hour Jason Nathanson-hosted “Press Play.” Nathanson and ABC News correspondents venture across the country thrill-seeking and learning new skills.
and gain 70% versus the corresponding period last year. Whereas “Health & Fitness” displays the strongest week-over-week growth (+9%), “Comedy” registers the weakest week-to-week loss (-4%). The category with the strongest year-over-year improvement is “Health & Fitness,” climbing 183%. Across all Podtrac-measured podcasts, download growth for the 52-week period (June 21, 2021 – June 26, 2022) was up 70%, while week-over-week (June 20 – 26, 2022) download advancement was up 1%. Year-to-year download growth was +183% for “Health & Fitness”; +116%, “Comedy”; +87%, “True Crime”; +83%, “Sports”; +64%, “News”; +62%, “Business”; +60%, “Society & Culture”; +47%, “Science”; +44%, “History”; and +12% for “Arts.” Download week-over-week gains are made by “Health & Fitness” (+9%); “Arts” (+3%); “News” (+3%); “Society & Culture” (+3%); and “Sports” (+2%). “History” remains even, while “Comedy” is -4%; “Science” and “True Crime” are both -3%; and “Business” is -2%.
