Cumulus Media and Signal Hill Insights Report Reveals Latest Podcast Trends
Cumulus Media, in collaboration with Signal Hill Insights, launched Cumulus Media and Signal Hill Insights’ Podcast Download– Fall 2021 Report, an extensive assessment integrating numerous brand-new research studies that analyze podcast audience and marketer patterns over the previous 5 years.
The a number of edition of the research study that analyzes weekly podcast listeners belongs to Cumulus Media’s dedication to share insights and research study findings with the podcast neighborhood. Subjects covered in the Podcast Download Report consist of use, material, social audio and marketing patterns.
” Our brand-new Podcast Download Report reveals a significant chance for brand name online marketers,” stated Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. “With this brand-new report, we can now show podcast marketing reaches 10s of countless more youthful customers who have actually deserted direct tv for advertising-free video streaming services.”
” Spotify has now end up being the top listening source for podcasts in the U.S. The sands are moving under our feet,” stated Jeff Vidler, President and Founder of Signal Hill Insights. “The huge 3 podcast listening oligarchy– YouTube, Apple Podcasts, and Spotify– now have a 63% listening share, up from 55% in 2019.”
The Fall edition exposes important insights for material developers and marketers. Some highlights from the report:
Podcast listeners are heavy users of ad-free video streaming. As 2 out of 5 weekly podcast listeners are cord cutters and just view ad-free video streaming.
Women ascend: Podcast beginners who began listening in 2015 are most likely to be ladies. 60% of those who started listening to podcasts in the in 2015 are females. Females represent 43% of the audience who started listening to podcasts 4 or more years earlier, the podcast leaders.
Podcast material choices vary considerably by gender and market. Of the leading 5 most-listened-to podcast categories amongst males and females, there are simply 2 kinds of podcasts (Comedy and News/Current Events) in typical. Amongst guys, the leading 5 material categories likewise consist of Sports, Technology, and Business. Amongst females, their leading podcast categories consist of Storytelling/Drama/True Crime, Entertainment/Pop Culture, and Education.
Social audio is no longer a one-brand classification. 6 social audio apps have comparable use and awareness. Facebook Live Audio Rooms, Twitter Spaces, Clubhouse, Discord Stage Channels, Reddit Talk, and Spotify Greenroom each have actually been listened to by 17%– 19% of the weekly podcast audience.
Podcast platform wars: Spotify is now the leading listening location as the huge 3 podcast tuning oligarchy (Apple Podcasts, YouTube, and Spotify) broaden share. When asked which platform they listen to the most to gain access to podcasts, 24% state Spotify, followed by Apple Podcasts (20%) and YouTube (19%). In 2 years, the combined share of the huge 3 has actually grown from 55% to 63%.
Podcast marketing factor to consider, intent, and use at all-time highs according to a November 2021 Advertiser Perceptions research study of 300 media firms and online marketers. 45% of brand names and firms state they are presently marketing in podcasts, up from 34% in 2020.
The higher the podcast listenership, the more podcast advertisements produce customer action and service results. Host-read advertisements continue to be the most favored, particularly amongst females. As an outcome of hearing a podcast advertisement, heavy podcast listeners (those who listen 6+ hours weekly) are most likely to have actually browsed online for an item, purchased, utilized a discount code, or followed a brand name on social networks.
Cumulus Media and Signal Hill Insights’ Podcast Download– Fall 2021 Report is offered completely for download at CumulusPodcastNetwork.com.