Westwood One Releases Fall 2019 Podcast Download Report

Podcast Download

WESTWOOD ONE has released the FALL 2019 edition of its Podcast Download report looking at quarterly podcast audience and advertiser trends. The syndicator has been issuing the reports for the last three years.

“On the audience side, our latest study finds the majority of new podcast listeners are women, and that there is a disconnect between smart speaker ownership and smart speaker usage for podcasts,” said CUMULUS MEDIA EVP/Marketing and WESTWOOD ONE President SUZANNE GRIMES. “For advertisers, it’s important to understand that podcast ad preferences for the industry and listeners are at a crossroads -- listeners want host-read ads, while the use of traditional pre-produced ads is growing.”

Another finding in the study is that live podcast events are finding a positive reception among podcast listeners, skewing male 18-34 and heavy podcast users; weekly female podcast listeners are spending +23% more time with podcasts as compared to JULY 2017; while podcast listeners are 33% more likely to own a smart speaker, only 18% of weekly podcast listeners use the devices to listen to podcasts; and podcast listeners in the 18-34 and female demographics are more likely to be cord-cutters, meaning that brand advertisers can use podcast ads to reach audiences lost from cable TV.2019.
 
Read more from the study at www.westwoodone.com/blog.

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