Signal Hill Insights Fall Report: YouTube Reaches New High in Podcast Consumption
Cumulus Media in partnership with Signal Hill Insights, yesterday (12/2) released Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report, a comprehensive evaluation of the latest podcast audience trends. This 13th edition of the study examining the habits of weekly podcast consumers is part of Cumulus Media’s initiative to share insights and research findings with the podcast community. A key finding uncovered in the Podcast Download Report is that YouTube continues its growth as the dominant podcast platform for consumption, reaching a new high. “Though it began as an auditory experience, over the past few years we’ve seen the growth of podcast visuals, which go hand-in-hand with the similar ascendance of YouTube as a podcast platform,” said Lauren Vetrano, VP of advertiser studies and insights, Cumulus Media | Westwood One Audio Active Group®. 
“We currently see over a third of weekly podcast consumers using YouTube the most for their podcast consumption, up from 28% year over year. Similarly, one in three podcast consumers now prefer podcasts with a video component. Video, and by extension YouTube, cannot be ignored as an important aspect of the podcast experience.” “Thumbnails turn out to be a key discovery driver on YouTube, especially among younger consumers. 53% of those 18 – 34 say they’ve chosen a podcast on the platform based upon the thumbnail,” said Paul Riismandel, president of Signal Hill Insights. “The title or persons featured in that graphic are the two top reasons for choosing an episode. This finding provides direction for podcasters looking to grow their audiences.”
The Fall 2024 edition reveals valuable insights for content creators and advertisers. Some highlights from the report:
• YouTube is the most utilized podcast listening platform in the U.S. over the past two years: 34% say it is the platform they use the most, followed by Spotify (17%) and Apple (11%)
• As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts
• YouTube is the most utilized podcast listening platform among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers
• Younger podcast consumers are more likely to consume a podcast because of the thumbnail image on YouTube versus older podcast consumers
• Text and the podcast title on the thumbnail are the biggest reasons podcast consumers will pick a podcast on YouTube
Cumulus Media and Signal Hill Insights’ Podcast Download – Fall 2024 Report is available in full for download here.
York market president Chris Oliviero states, “New York has always been proudly unique in supporting two all-news radio brands, but the news business has gone through significant changes. The headwinds facing local journalism nationwide made it essential to strategically reimagine how we deliver the news for the most impact. WCBS 880 has been one of the most respected radio stations in history, with a legacy cemented by the hundreds of world-class journalists, on and off the air, who willed it into existence over the decades. If it happened in New York or the world, you heard about it on WCBS 880. Today, 1010 WINS@92.3FM, equally iconic, moves forward as New York’s only 24/7 all-news station with the best distribution platform, the largest audience and the most recognized brand in the industry. All-news is a pillar of Audacy, and this decision, though difficult, fortifies that leadership position for generations to come.” Audacy says that to honor WCBS 880’s meaningful impact, the station will broadcast a live commemorative special, “WCBS 880 News: The People, the Moments, and the Events that Shaped our Lives,” on August 22 from 10:00 am to 1:00 pm ET. This special edition of “NEWSLINE” with Brigitte Quinn will include interviews and historical clips. Audacy New York will continue to serve as the exclusive rights holder and flagship audio home of the New York Mets. Audacy-produced broadcasts will continue to air on 880 AM and stream on the Audacy app.
Sacred Heart University-owned public radio news/talk WSHU appoints Brad Dancer general manager. Sacred Heart president John J. Petillo notes that Fairfield, CT’s WSHU is a, “unique organization whose mission is to serve our community with extraordinary programming that informs and inspires. I am confident that Brad Dancer will foster a culture of innovation and shepherd the station into a new era of content creation that goes well beyond the radio.” Holding bachelor’s and master’s degrees from Purdue University and the University of Maryland, respectively, Dancer remarks, “WSHU has a remarkable legacy of excellence, and I am honored to be part of this community. The collective talent and passion of the WSHU team has earned us the loyalty of our dedicated audience as well as countless prestigious awards – this uniquely positions us for success. I am confident that – together – we will achieve even greater things.” Dancer has previously held news, education, and cultural content positions at National Geographic, WWE, Disney, Canela Media, and Paramount. In addition to serving on the boards of All People Marketplace; Modal Learning; and Connecticut Gift of Adoption, he’s been an adjunct professor at Roosevelt University.
executives companywide. Beasley Media Group CEO Caroline Beasley comments, “We are very excited to be among the early users of SPECai. The technology is a game-changing tool for our sales teams to quickly and easily produce great-sounding spec spots for clients in minutes that don’t sound AI-generated, making them very compelling for advertisers. It’s amazing technology for our industry.”
downloads, listens, or views never contemplated a device utilized by multiple people. What we have uncovered is that there is actually a fair amount of co-listening to podcasts that takes place. Whether it be with kids, friends, or family, the podcast industry is leaving ears on the table. There is a richer consumption story to be told as it is not just one person per download. For agencies and media planners, being able to examine co-listening by genre or podcast can offer invaluable insights into reaching the true audience.” Other notable findings include: 1) Marketers targeting people with a side hustle will find a rich concentration among men, heavy, and 18-34 podcast consumers; 2) Podcast pioneers and women like to go back to listen to back episodes and episodes they missed; 3) YouTube has been the most utilized podcast listening platform in the U.S. over the past year and a half: 31% say it is the platform they use the most, followed by Spotify (21%) and Apple (12%); and 4) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts. 
heard on more than 200 affiliate stations. Premiere Networks president Julie Talbott says, “We’re delighted to extend our partnership with Jesse Kelly. Since joining our industry-leading talk lineup three years ago, we’ve watched him build a loyal following of passionate fans who value his authentic, bold and relatable brand of entertainment. We look forward to many years of continued success together.” Kelly comments, “As blessed as I am to be part of Premiere, I know they’re twice as blessed to have me. I can’t wait for three more years of being the Da Vinci of the airwaves.”
from West Virginia to Georgia. The programming includes “The John Fredericks Show,” “The War Room with Steve Bannon,” Newsmax’s “Rob Carson Show,” and more. Fredericks states, “This West Virginia opportunity is key to our growth plan, as it dovetails nicely with our Pittsburgh footprint and reaches a very pro-populist, pro-America First and pro-Trump area of America. We are excited about offering listeners in West Virginia a choice from the stale, woke, and warmed over pablum served up every day by the corporatists and conservative Inc. bunch that regurgitate the FOX and RNC talking points of the day. Our lame and boring news/talk competition falls into one of four categories: weather on the fives and traffic on the eights, stock prices trading below fifty cents, stock de-listed off the big board, or George Soros buying up bankruptcy debt with a controlling stake to eventually take over the company and its programming.”
“He arrived in the area in 1986, and in 1994, he helped launch WDFN ‘The Fan.’ In the late 1990s, he teamed with Bob Wojnowski for the ‘Stoney and Wojo Show,’ that made Stone a household name for decades to come.” Stone told his listeners, “I am somewhat sad that I will not be on the air every day. But I know that sadness ends when there’s no fricking alarm at 4:30 in the morning.” 
New York; KNX-AM/FM, Los Angeles; and KCBS-AM/KFRC-FM, San Francisco. As part of the deal, CBS News Radio provides its full news and programming to the Audacy stations, including top-of-the-hour newscasts, CBS WORLD NEWS ROUNDUP, breaking news, special events coverage, correspondent interviews, and audio. Paramount Global EVP of podcasting and audio Steve Raizes states, “This new agreement ensures listeners in the top markets continue to get CBS News Radio’s award-winning national and global news for years to come. This new agreement continues our long-running relationship with Audacy and its stations.”
anchor of the “WBAP Morning News” with co-anchors Hal Jay and Ernie Brown. News pro James Parker also joins WBAP as afternoon host in the 2:00 pm to 5:00 pm daypart. He was most recently a television personality in Tyler, Texas. Laura Sadler joins the “KLIF-AM Morning News” as co-anchor with Clayton Neville, and Gabrielle Taite joins Cumulus Dallas-Fort Worth’s newsroom. She previously worked in Athens, Georgia in television news. Cumulus regional VP Dan Bennett comments, “As we move into a critical election year, these talent moves and an FM frequency for WBAP speak to our commitment to spoken-word radio. We will carry our stations on a variety of signals and streaming to improve accessibility of this outstanding news and talk content to our listeners. 2024 will be a great year for news/talk.”
“Steele Talkn’” after 27 years on the air at Audacy’s WCCO-AM, Minneapolis. She told listeners on last Sunday’s final program. Steele made the announcement during her final broadcast on Sunday, saying: “It’s been a blast. I want someone else to come and do a great job and learn, hopefully as much as I have learned. I have been a part of your lives and you have been a part of mine for many years. And I will not forget that.” 
The filing comes as Audacy “continues to engage in discussions with its creditors with respect to a number of potential alternatives regarding a restructuring of the Company’s outstanding indebtedness.” It also announces in the filing that JPMorgan Chase Bank, N.A. has resigned as Letter of Credit Issuer and Swing Line Lender (both as defined in the Credit Facility) and that Wilmington Savings Fund Society, FSB was appointed as Administrative Agent and Collateral Agent under the Credit Facility.
2) Audio is powerful. Podcast consumers spend a significant amount of time on YouTube listening to podcasts without watching the video; 3) Since 2019, YouTube and 
WEEI-FM, Boston. He’ll continue to lead his program that includes cast members Jermaine Wiggins, Courtney Cox and Chris Curtis. Audacy Boston SVP and market manager Mike Thomas states, “We are thrilled to extend Greg’s contract and keep the momentum going for his award-winning morning show. We look forward to having Greg, alongside Jermaine and Courtney, continue to set the tone for our weekday programming and deliver entertaining content for our listeners for the foreseeable future.”
Midwest Communications’ news/talk KFGO, Fargo The Mighty 790 on November 2. He tells The Forum that he left the station due to a difference in programming philosophy with management. “We differed on the operation of the ‘Morning Crew,’ and so I decided to step away.” Michaels serves as the public address announcer for North Dakota State football and basketball games, a position he will continue to hold. 
Detroit’s News/Talk Radio Station.” The station features local host Justin Barclay in morning drive with Premiere Networks syndicated shows including “The Glenn Beck Program,” “The Clay Travis & Buck Sexton Show,” “The Sean Hannity Show,” “The Jesse Kelly Show,” Key Networks’ “The Bill O’Reilly Show” and Red Apple Media’s “The Other Side of Midnight with Frank Morano.” The station is promoting itself with a heavy media schedule on iHeartMedia’s adult contemporary WNIC-FM, Detroit voiced by Sean Hannity. Adell Media CEO Kevin Adell says, “910 AM Superstation is living up to its name. The audience growth we’ve seen since launching our conservative news/talk lineup in September has been exponential, and we’re looking forward to reaching even more listeners on 104.3 HD2.” 
the top sports morning shows in America and has won numerous national industry awards including a Marconi Award. Toucher was a foundational member of the launch of the station in August 2009. Prior to joining the ‘98.5 Sports Hub’ team, he worked at the former legendary rock station, WBCN.” Toucher comments, “I am thrilled to be able to work with my Beasley family over the coming years. I will continue my record of immense competence and brilliance.” Station PD Rick Radzik adds, “Fred has been entertaining ‘Sports Hub’ listeners each morning since 2009 with his compelling viewpoints and opinions on a wide range of topics. We are very pleased that he will continue on with us for years to come.” There’s no mention of morning drive co-host and Toucher’s longtime partner Rich Shertenlieb in the press release and the Boston Globe’s Chad Finn writes about the possibility Shertenlieb will exit the station soon. 
-anchor 2024 election coverage and host “The Bret Baier Podcast” on FOX News Audio. President and executive editor Jay Wallace says, “We are thrilled to have Bret continue leading our political coverage as we head into the 2024 election season and beyond.” Baier has been the anchor of “Special Report” on FOX News Channel since January 2009, when he took over for the legendary Brit Hume who created and launched “Special Report” in 1998.
