Audio Remains The Primary Mode Of Podcast Consumption Despite Growing Video Options

While YouTube Draws Podcast Audiences, Listeners Continue to Use a Mix of Platforms

Driven By Podcast Newcomers, Watchable Podcasts Have Grown In Popularity

YouTube Leads As A Podcast Discovery Platform

NEW YORK – June 16, 2025 – Cumulus Media (OTCQB: CMLS) in partnership with Signal Hill Insights, today released Cumulus Media and Signal Hill Insights’ Podcast Download – Spring 2025 Report, a comprehensive evaluation of the latest podcast audience trends. This fourteenth edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media’s commitment to share insights and research findings with the podcast community. 

A key finding uncovered in the Podcast Download Report is that audio remains the primary mode of podcast consumption despite growing video options and the rise of YouTube as a podcast platform.

“First and foremost, podcast consumption remains an auditory experience,” said Liz Mayer, Senior Insights Manager of the Cumulus Media | Westwood One Audio Active Group^®. “There is no denying that YouTube is playing an important role in the podcast ecosystem, especially when it comes to discovering new podcasts. However, over half of weekly podcast consumers indicate they consume via audio primarily. So while the new video capabilities are exciting and need to be focused on, the industry can’t forget that it’s what consumers are hearing that is most important.”

“While audio remains the predominant way to consume podcasts, the increased interest in and availability of video podcasts shouldn’t be ignored,” said Paul Riismandel, President of Signal Hill Insights. “Consequently, we now see that smart TVs are the next most used device for consuming podcasts, second only to smartphones. This trend has the potential to spark even more co-listening between friends and family.”

The Spring 2025 edition reveals valuable insights for content creators and advertisers. Some highlights from the report: 

• Audio remains the primary mode of podcast consumption (58%) despite growing video options
• YouTube is the leading podcast platform, yet it is not a walled garden as consumers listen to podcasts across multiple platforms
• Driven by Podcast Newcomers, watchable podcasts have grown in popularity
• Podcast discovery: YouTube is the place to be found; 44% of new podcast audiences started listening on YouTube
• Downloads and listens underestimate the actual audience: The current download impression model fails to account for co-listening
• 75% of weekly podcast consumers will go back and consume episodes they’ve missed, while 70% of weekly podcast consumers consume episodes within 24 hours after release
• Podcast advertising captures hard-to-reach, ad-free video streamers
• Why podcast advertising works so well: Podcasts hosts are 3X more influential than social media influencers
• Advertiser adoption of podcast ads continues to grow at a breakneck pace: Advertiser Perceptions reveals use of podcasts has jumped from 15% to 59% in the past decade

Cumulus Media and Signal Hill Insights’ Podcast Download – Spring 2025 Report is available in full for download at CumulusPodcastNetwork.com. 

Background  

The study was executed from a nationally representative sample of weekly podcast consumers who represent 34% of the U.S., according to Edison’s Infinite Dial study. The report also examines heavy podcast consumers (those who listen 6+ hours per week) as well as when consumers started to listen to podcasts – Podcast Pioneers (4+ years ago), Podcast Intermediates (2-3 years ago), and Podcast Newcomers (past 12 months). 

Report Methodology  

Cumulus Media | Westwood One, in partnership with Signal Hill Insights, commissioned a study of weekly podcast consumers with Quantilope, a nationally recognized leader in consumer research. The fourteenth installment in the series, this report includes questions trended back to the inaugural 2017 study. This study was fielded online using a nationally representative sample of 603 respondents who were adults aged 18 and older, spent at least one hour listening to or watching podcasts within the past week, and not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries. Surveys were conducted between April 21-30, 2025. 

About Signal Hill Insights  

Signal Hill Insights specializes in audio research, partnering with publishers, broadcasters, and advertisers to tap new opportunities in audio. Clients include many of North America’s leading broadcasters and podcast networks. 

About Cumulus Media

Cumulus Media (OTCQB: CMLS) is an audio-first media company delivering premium content to a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 400 owned-and-operated radio stations across 84 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, Infinity Sports Network, AP News, the Academy of Country Music Awards, and many other world-class partners across more than 9,500 affiliated stations through Westwood One, the largest audio network in America; and inspires listeners through the Cumulus Podcast Network, its rapidly growing network of original podcasts that are smart, entertaining and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. For more information visit www.cumulusmedia.com.

Contact: Lisa Dollinger, Dollinger Strategic Communication for Cumulus Media | Westwood One, lisa@dollcomm.com or 512.633.4084.