Earlier this month, Cumulus Media and Signal Hill Insights released the Podcast Download – Spring 2023 Report, the tenth edition of the series.
Cumulus Media and Signal Hill Insights retained MARU/Matchbox to conduct an in-depth study of 608 weekly podcast consumers in April 2023. The Spring 2023 Report highlights trends from prior studies and examines topics such as platform preference, content trends, perceptions of brand safety and content appropriateness, and more.
The first key findings highlighted focused on the ascendance of YouTube as a podcast destination. Today, the focus is on how Facebook and other social media platforms play in the world of podcasts.
Across all ages, weekly podcast consumers cite YouTube consistently as their most used podcast platform. Rounding out the top three are Spotify and Apple Podcasts/iTunes.
Facebook is the 4th most used place for accessing podcasts the most among weekly podcast consumers
Zooming out to the top ten podcast platforms being most used by podcast consumers, Facebook is tied with Google Podcasts for the fourth highest spot (5%). The proportion of those who say they use Facebook the most for podcasts is even greater among Podcast Newcomers (9%), those who began listening in the past year, and 18-34s (8%).
YouTube, Facebook, and Twitter are all in the top ten platforms podcast consumers frequently use to access podcasts
In addition to asking consumers what platform they use most to access podcasts, the study also probed for the “frequently used” access. Regardless of age or tenure with podcasts, YouTube is the top place frequently used for accessing podcasts. Facebook and Twitter also appear in the top ten frequently used podcast platforms, again with spikes among Podcast Newcomers and 18-34s.
While Facebook at one time had a dedicated podcast service, in June of last year it was shut down. Why are podcast consumers still naming Facebook as a podcast destination? It is most likely where they see promotion for podcasts.
It could be that hosts or shows post links to other platforms to listen to their podcasts and consumers associate Facebook post with the platform. The consumer sees a promotional message and then clicks to listen.
Podcast consumers connect with their favorite hosts on social platforms
Podcast consumers are looking to connect with their favorite hosts and shows on social media. Half of weekly podcasts consumers follow their favorite podcast hosts on one of the social platforms.
Breaking down platforms specifically, 55% of those who follow their favorite hosts on social do so on Facebook and YouTube. Instagram is third at 52%, followed by Twitter (43%) and TikTok (24%).
Social platforms offer podcast consumers a chance to participate in podcast conversation, recommendations, and comments
Social media as a podcast platform, or as a place where podcasts are found, offers podcast consumers the chance to interact with podcast hosts. While not solely a social platform, many of the reasons why podcast consumers continue to use YouTube as a podcast platform are aspects that are also present on social platforms.
13% of weekly podcast consumers like YouTube’s recommendation feature. 13% of weekly podcast consumers like the comments and community. YouTube as a podcast platform opens up the world of conversation.
Podcast consumers want to connect: 23% of weekly podcast consumers would pay for a subscription option to a podcast for live chats with the hosts and 19% would pay for a Q&A or Ask Me Anything (AMA) session on Reddit with a host
Podcast consumers would pay for a podcast for a chance to connect. Similar to how consumers can use social media to follow and interact with their favorite hosts, these connection points are one of the key drivers for podcast consumers to pay for content.
- Facebook is the 4th most used place for accessing podcasts the most among weekly podcast consumers
- YouTube, Facebook, and Twitter are all in the top ten platforms podcast consumers frequently use to access podcasts
- Podcast consumers connect with their favorite hosts on social platforms
- Social platforms offer podcast consumers a chance to participate in podcast conversation, recommendations, and comments
- Podcast consumers want to connect: 23% of weekly podcast consumers would pay for a subscription option to a podcast for live chats with the hosts and 19% would pay for a Q&A or Ask Me Anything (AMA) session on Reddit with a host
Lauren Vetrano is the VP of Advertiser Measurement & Insights of the Cumulus Media | Westwood One Audio Active Group®.
Contact the Insights team at CorpMarketing@westwoodone.com.