RAIN Notes: June 17

Reaching for Reach

YouTube stretches its lead in delivering podcasts to consumers, but does not dominate to the extent that its reputation might imply. We learn in a graphic release from Signal Hill Insights and Cumulus Media that YouTube’s influence has generally grown over six years, but has not reached the 50% level. The April 2025 measurement shows YouTube handling 39% of podcast delivery, with Spotify grabbing 21% and former leader Apple shrinking its former prominence to eight percent. It’s HERE. (H/T: Podnews)

13-24

Edison Research is promising its new Gen Z Audio Report, presented in a free webinar on Wednesday, June 25, 2pm ET. Over 2,000 people ages 13-24 in the U.S. were surveyed, and while the focus is audio habits, the report goes beyond that, exploring what shapes the lives of Gen Z. That includes current issues to overall outlooks, and what their media choices include. The report is about the whole audio spectrum, from music discovery to favorite podcasts. Sirius XM is sponsoring and co-presenting; the webinar will be co-hosted by Edison Research Manager of Research Salma Aly, and SiriusXM Media Sales Marketing Manager Brianna Oates. The free (and simple) registration is HERE.

June 17, 2025