I hear folks in the podcast industry – from podcasters and publishers to advertisers and buyers – say all the time that they’re “data driven.” I don’t doubt this to be true, but what I think they really mean to say is that they’re “research driven.” Data isn’t just there. It needs to be gathered, […]
Research Is More than Just Data – 4 Ways Research Drives Return in Podcasting Read More »
“If it works with your eyes closed, it’s a podcast.” I really like this “short version” of the recently released AMP Accords definition of a podcast. The long version is more technical, but no less useful. I like this short version both because it’s simple, and because it pithily captures what is most pertinent
How do you describe a podcast? 4,819 Americans tell us what they think. Read More »
Canadians still love audio. This is true despite the apparent consumer preference for video, and growing public concern about supposed addictions to short-form video and an associated shortening of attention spans. In fact, 90% of Canadians aged 12+ listened to some form of audio yesterday, including AM/FM radio, streaming music, music on YouTube, audio or
Audio on the Move Report Shows YouTube Is Changing the Canadian Audio Landscape Read More »
SIGNAL HILL INSIGHTS’ AUDIO ON THE MOVE: AM / FM RADIO LEADS AD-SUPPORTED AUDIO LISTENING IN CANADA, MUSIC ON YOUTUBE IN 2ND PLACE TORONTO, Canada, July 29, 2026 – Nine-in-ten Canadians listened to audio media yesterday, and half of that time was supported by advertising. These are among the key findings in Signal Hill Insights’
In 2023, when YouTube established its beachhead as the most-used podcast platform, the Signal Hill Insights team measured brand lift for exactly zero video podcasts that year. Just a year later, in 2024, video was included in 24% of our podcast studies. Responding to the clear needs of the marketplace, in April 2025 we formally
New Benchmarks Compare Brand Lift Between Audio and Video Podcast Ads, and More Read More »
Last week we released the 16th edition of the Podcast Download, a joint project between Westwood One / Cumulus Media and Signal Hill Insights. We conduct this survey twice a year, in the spring and the fall. One powerful aspect of this cadence is the ability to track the development of trends in something closer
3 Major Trends Driving Change in Podcasting, and How To Manage Them Read More »
Most of us in the podcast industry are very focused on content, for good and obvious reasons. That’s the beating heart of podcasting. But a content-centric mindset can actually be a barrier to audience development. While it’s true that audiences pick shows based upon the content, the factors driving this choice are much more complex
How to Use Audience Data to Grow Your Podcast or Network Read More »
For podcasting, smart TVs are delivering on the lost promise of smart speakers. Essentially, that promise was a simple, inexpensive appliance that would let people listen to podcasts throughout their home, without being tethered to a smartphone, headphones, or computer. But, today, we’ve seen the smart TV eclipse the smart speaker for podcast consumption in
Prime Time is Podcast Time: Smart TVs and Podcasts in the UK Read More »
What does it mean to be a “hit” podcast? And is this even a useful concept? To dig into this, we’re going to attempt to rightsize our perspective of podcast audience sizes. But first, a question about the one podcast that very likely qualifies as a “hit.” Think about the podcast that has for years
Redefining what’s a “hit” podcast. But does it even matter? Read More »
“Vanity metrics are dead.” I don’t think anyone would be surprised if I said this was heard on stage at a podcasting event. But in this case these words came out of the mouth of Sara Badler, Chief Advertising Officer, North America for The Guardian, at Branded Content Days NYC 2026. The event brought together