Click here to view or download the full report.

Click here to view an 8-minute video of the key findings.

For the sixteenth edition of the Podcast Download series, Cumulus Media and Signal Hill Insights retained Quantilope to conduct an in-depth study of 600 weekly podcast consumers in April 2026.

The Spring 2026 report highlights trends from prior studies and examines topics such as platform preference, the growing trend of video, content trends, advertiser usage of podcast advertising, and more.

Previous highlights of the Podcast Download – Spring 2026 Report examined watchable podcasts on streaming platforms. Today’s focus is how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming video platforms.

Key takeaways:

• Since the podcast audience significantly over indexes on ad-free video streaming, advertising on podcasts is how marketers can reach the ad-free video streaming audience
• Video streamers should lean into audio to promote their brands: The profile of heavy audio consumers is a perfect match for the video streaming audience
• Podcast advertising can save Netflix from its “sophomore slump” by creating awareness and interest in returning shows
• Podcast consumers are cord cutters with a third of weekly consumers not subscribing to pay TV
• Podcast consumers spend 39% of their video viewing time watching ad-free platforms versus 27% of the total U.S.
• The heavier the podcast listener, the more TV streaming content consumed

Podcast consumers are avid users of video streaming services

Advertisers can find displaced TV viewers with podcasts. According to the Podcast Download, weekly podcast consumers are flocking to streaming services. 97% have used a video streaming service in the past month. 88% have used an ad-free video streaming service.

Podcast consumers are cord cutters with a third of weekly consumers not subscribing to pay TV

When asked how they currently get their TV, 33% of weekly podcast consumers reveal they do not have a subscription with any pay TV company.

Podcast consumers are 44% more likely to devote their video viewing time to watching ad-free platforms

Recently, Nielsen reported that 27% of all time spent with TV (broadcast, cable and streaming) was to advertising-free content. Podcast listeners report that 39% of their TV time spent is with ad-free platforms and content.

It is much harder to reach the desirable podcast audience with TV ads. Weekly podcast listeners devote 44% more time with ad-free TV than the average American.

20% of weekly podcast consumers are not reached weekly by TV streaming service ads

The heavier the podcast listener, the more TV streaming content consumed

Heavy podcast consumers, those who have listened to 6+ hours in the past week, are even more inclined to be heavy TV streamers who are difficult to reach with traditional TV advertising.

Compared to weekly podcast consumers, heavy podcast consumers are +14% more likely to be heavy ad-free video streamers. On average, heavy podcast consumers spend 7 hours with ad-free TV streaming services, +9% more time than the weekly podcast listener (6.4 hours).

Podcast advertising can save Netflix from its “sophomore slump” by creating awareness and interest in returning shows

Bloomberg reports Netflix is having a difficult time getting viewers come back for the second seasons of its hit shows. According to the report, many series that were huge successes in their first season saw a significant drop in viewership when Season 2 premiered.

Some recent examples:

• Running Point and The Four Seasons both fell by 50%.  
• Beef, which returned in April 2026, dropped by 70%.
• The Night Agent lost 50% of its audience for its second season and another 35% for its third.
• The second season of Avatar: The Last Airbender, which debuted in June 2026 and was one of Netflix’s most-watched titles back in 2024, suffered a drop of more than 60% in its first week.

It is quite possible that the second seasons perform poorly because viewers are simply not aware that new seasons have returned. In contrast, broadcast networks like CBS are already aggressively promoting the October 2026 return of their hits show, three months in advance.

In comparison, Netflix, does little to externally promote its programming.  Podcast advertising to the rescue. As podcast listeners are voracious viewers of video streaming, they are an ideal platform for video streaming like Netflix to promote show launches and series returns.

Netflix cannot count its on channel promotion to get the word out on returning series

While Netflix ranks fourth with an 8 audience share, according to Nielsen’s May 2026 Gauge report, 92% of viewing occurs off of Netflix.  Netflix cannot expect that it’s promos can drive enough awareness and excitement for its returning shows. Podcast advertising can help build awareness and tune in for Netflix show launches and series returns.

Podcast advertising is the ideal medium for reaching heavy users of ad-free subscription video platforms

Key takeaways:

• Since the podcast audience significantly over indexes on ad-free video streaming, advertising on podcasts is how marketers can reach the ad-free video streaming audience
• Video streamers should lean into audio to promote their brands: The profile of heavy audio consumers is a perfect match for the video streaming audience
• Podcast advertising can save Netflix from its “sophomore slump” by creating awareness and interest in returning shows
• Podcast consumers are cord cutters with a third of weekly consumers not subscribing to pay TV
• Podcast consumers spend 39% of their video viewing time watching ad-free platforms versus 27% of the total U.S.
• The heavier the podcast listener, the more TV streaming content consumed

Click here to view or download the full report.

Click here to view an 8-minute video of the key findings.

Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®.

Contact the Insights team at CorpMarketing@westwoodone.com.