Podcasts continue to increase in popularity, and along with it, YouTube sees an uptick in listeners, besting Spotify and Apple Podcasts as the biggest platforms.
According to new data from Cumulus Media and Signal Hill Insights, 34% of weekly podcast listeners point to YouTube as their primary listening platform. That figure represents an increase from 2023 when 28% of similar respondents identified it as their primary source of listening.
Elsewhere, 17% of respondents said Spotify was their preferred listening platform, with 11% claiming Apple Podcasts was their top platform.
Cumulus Media and Signal Hill Insights believe the data shows undeniable proof that after starting as a primarily audio-focused medium, podcasting has seen as dramatic shift to video.
“Though podcasts started as an auditory medium, the shift toward visual elements is undeniable,” said Cumulus Media and Westwood One Audio Active Group Vice President of Advertiser Studies and Insights Lauren Vetrano. “YouTube’s growth underscores how video has become an integral part of the podcast experience.”
Additionally, for podcast discovery on YouTube, 53% of those surveyed between the ages of 18-34 say they have chosen a podcast based on the thumbnail image.
“Thumbnails are a vital discovery tool for YouTube podcasts,” said Signal Hill Insights President Paul Riismandel. “This insight provides podcasters with a clear direction to grow their audiences by optimizing visual elements.”
The power of the digital video platform was on display throughout the data from Cumulus and Signal Hill. YouTube was listed as the top platform for podcast newcomers, podcast pioneers, and heavy podcast consumers.
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