Report: Podcasts With Video Growing In Popularity

For the eighth edition of our Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 604 weekly podcast listeners in April 2022. The Spring 2022 report highlights trends from prior studies and examines new topics such as the growing use of video podcasts and the type of advertising creative the podcast audience prefers.

The Spring 2022 report includes an expanded definition of the podcast audience to now include those who watch rather than just listen. This expansion increased the podcast universe by 10%.

For the purposes of consistent trending, the analyses in this study used the “listening” definition of the podcast audience. We will call out the few instances when we examine the broader podcast audience universe that includes those who only watch. 

Here are the key findings:

• Six in ten weekly podcast listeners say they prefer podcasts with video
• Interest in a video experience is highest among Podcast Newcomers who started listening in the last year
• Those who prefer a video podcast experience overwhelmingly cite YouTube as the platform they use most for podcasts
• “Podcast Watchers” are younger, lean male, and are newer to podcasts
• Podcast video has greater “eyes on” advertising attentiveness than linear television
• Podcast platform wars: YouTube, by a nose, is now the most used podcasting platform in the U.S.
• Podcast Newcomers who started listening the last year use Spotify and YouTube most; Apple is the leading platform among heavy podcast listeners and Podcast Pioneers who have been listening for 4+ years
• Among iPhone owners, Spotify is poised to surpass Apple as the most used podcast platform

• Women ascend: Podcast Newcomers who started listening last year are more likely to be women
• Podcast advertising is a great way to reach the ad-free video streaming audience
• The greater the time spent with podcasts, the more podcast ads generate consumer response and business outcomes
• Advertising creative opportunity: Podcast listeners prefer funny and entertaining ads but say they are more likely to hear rational podcast ads that communicate features/benefits

➤Click here to download Cumulus Media and Signal Hill Insights’ Podcast Download – Spring 2022 Report.

➤Click Here To Read The Full Report.