Weekly podcast listeners overwhelmingly prefer YouTube, and other new stats (Cumulus Media / Signal Hill Insights)

For the eleventh edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 608 weekly podcast consumers from October 13-19, 2023. This work, combined with Triton Digital’s Podcast Metrics study, comprise this annual fall report. YouTube is the star. Click for metrics, graphs, and a download link. Continue Reading

What types of podcast listeners are which types of consumers? (Signal Hill / Triton Digital)

We’ve received an interesting slice of research from Signal Hill Insights, connecting types of podcast listeners to their preferences as general consumers. For example, “heavy listeners” are more more likely to eat fast food every eay than listeners who aren’t as deep into podcasting.  Continue Reading

YouTube stars in weighty Cumulus/Signal Hill podcast study

In this substantial piece of work, conducted by MARU/Matchbox in April, the focus is on profiling heavy podcast consumers who listen weekly. The survey questions how they listen, their preferred platforms, how video fits in, and their attitudes toward podcast advertising. The result is a rich, multi-faced, detailed portrait of the podcast consumer market. Click for highlights and the study link. Continue Reading

Canadians, Americans, (and YouTube users) have differing reactions to the Rogan-Spotify controversy

Leaping into the moment, Canadian research firm Signal Hill Insights has produced a survey study of consumer reaction to the controversy swirling around Spotify’s distribution ownership of The Joe Rogan Experience. Rogan’s wide-ranging interview show is possibly the most successful podcast in the world. Signal Hill dashed into the field for survey work on February 2 and 3. One fulcrum of opinion lies on the American-Canadian border. Click for findings. Continue Reading

Jeff Vidler: How Can the Podcast Industry Best Manage the Ad Revenue Boom?

by Jeff Vidler
In his latest guest column, Jeff Vidler contemplates U.S. ad spend on podcasting has nearly doubled every two years since 2015. Listeners are receptive. The blend of advertisers is changing, and so are ad types. The highly successful host-read ad is difficult to scale. As podcasting steers toward programmatic, Jeff examines new formats and campaign types. Continue Reading