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New report finds podcast listening bolstered by pandemic, and listeners like ads


CUMULUS MEDIA, in partnership with Signal Hill Insights, today released CUMULUS MEDIA and Signal Hill Insights’ Podcast Download – Spring 2021 Report, a comprehensive evaluation incorporating several studies that examine podcast audience and advertiser trends over the past five years.

The sixth installment of the study was released to coincide with the IAB Podcast Upfront as part of CUMULUS MEDIA’s commitment to share insights and research findings with the podcast community. Topics covered in the Podcast Download Report include usage trends, content trends, and advertising trends, all of which evolved during the COVID-19 pandemic.

“Our new Podcast Download Report underscores the power of the podcast,” said Suzanne Grimes, EVP, Marketing for CUMULUS MEDIA and President, Westwood One. “Listeners look to podcasts for stories, for entertainment, for learning, and for escape, especially in a year of such upheaval. Audiences soared as listeners experimented with a broader array of content genres and used more distribution platforms than ever to listen to their podcasts."

“Not only has the pandemic had an impact on growth but it opened new doors for podcast hosts. Social audio apps like Clubhouse revealed themselves to be natural marketing brand platforms for podcast hosts and shows,” said Jeff Vidler, President and Founder of Signal Hill Insights. “Nearly all the first-in-line visitors to Clubhouse are also podcast listeners, giving podcasters and, by extension, podcast advertisers a new avenue to reach listeners.”

The Spring 2021 edition reveals valuable insights for content creators and advertisers. Some highlights from the report:

CUMULUS MEDIA and Signal Hill Insights’ Podcast Download – Spring 2021 Report is available in full for download.

This is a press release which we link to from our daily newsletter about podcasting and on-demand. This is reprinted verbatim; we may rewrite headlines and descriptions.

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