YouTube is most-used podcast platform in the U.S.
The longer someone has been listening to podcasts, the more they consume, with 15% of America now listening to six hours or more a week to podcasts. New research from Cumulus Media and Signal Hill Insights finds 44% of weekly podcast listeners are considered heavy users, with the average weekly podcast listener now committing 7.3 hours to the medium, reports Inside Radio.
The Fall 2024 Podcast Download report finds that level of listening results in an average of six episodes of listening among weekly listeners, typically across about five different shows.
Podcast pioneers — those listening for more than four years — spend even more time with podcasts and consume more episodes overall. That group averages eight hours of listening time across seven shows. Yet it is podcast consumers aged 18-34 who are most tuned to podcast discovery. The data shows that demo is 1.3-times more likely to have listened to a new podcast in the past three months, adds Inside Radio.
While podcasts’ popularity grows overall, the strongest momentum is with watchable podcasts. The data shows four in ten say they like actively watching a podcast, while another 29% prefer listening to a podcast while the video is minimized or playing in the background, states Inside Radio.
YouTube has ridden the video momentum to become the most-used podcast platform in the U.S.
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