Podcasting

The News Podcast Audience Hits a New High, and Sees a Striking Change in Composition

/ Audience Research, Audio Update, Brand Lift Study, Podcasting
news podcast

News has consistently been the second most-consumed category of podcasts since 2021, the first year of the survey of 12,000 adult podcast consumers that Signal Hill Insights conducts annually in the U.S. in support of Triton Digital’s Podcast Metrics Demos+. In the second quarter of this year the News genre hit a new high, with […]

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Attribution & Brand Lift: Two Great Methods that Measure Better Together

/ Advertising research, Audio Update, Brand Lift Study, Podcasting
attribution and brand lift

Attribution & Brand Lift: Two Great Methods that Measure Better Together “We’re only focused on conversions.” “Sales are our only KPI.” “Attribution moves the needle.” These are things I’ve heard over and over again talking to agencies and brands about their podcast and digital audio ad metrics. It’s usually during a conversation where they’re explaining

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YouTube Isn’t Dominating Podcasting

/ Audio Update, Brand Lift Study, Podcasting, Video Podcasting
YouTube podcasting

There’s no doubt that YouTube has become an important force in podcasting, primarily due to growing consumer preference for the video platform. The Cumulus Media / Signal Hill Insights Podcast Download study released in April 2023 marked the first time we saw YouTube overcome Spotify as the most used podcast consumption platform in the US.

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Unique Opportunity: A Spectrum of Branded Content in Podcasting

/ Audio Update, Brand Lift Study, Branded Podcasts, Podcasting
branded content in podcasting

Branded content in podcasting has been on my mind lately, and if it’s not  on the mind of CMOs, brand marketers, content studios, podcasters and publishers – I think it should be! And here’s why… The just-released IAB / PwC Internet Advertising Revenue Report for 2024 calls out four factors driving podcasting’s revenue growth of

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Why Hit Play on a Podcast? Influencing the Decision to Listen.

/ Audio Update, Brand Lift Study, Canadian Podcast Listeners, Guest post, Podcasting

The ways in which podcast listeners are finding their next favorite show are constantly evolving. With discovery being so key to podcast growth, publishers and podcasts keep a keen eye on discovery trends year after year. It’s something we track in The Canadian Podcast Listener, so we’re pleased to present this guest post from our

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What the McCrispy Can Tell Us About Podcasting: A Case Study from French Canada

/ Audio Update, Canadian Podcast Listeners, Podcasting
French Canadian podcast listeners

I eat too much fast food. Living 100 metres from a McDonalds means that the “big arches” tend to be my most-frequented chain, and yet it seems every time I pop in, there’s a different sandwich on the menu. Recently, my sodium-and-cholesterol-fueled brain made the connection between McDonald’s product strategy, and something I heard asked

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5 Things We Learned from 65,000+ Audio Listeners in 2024

/ Audio Update, Podcasting
lessons from listeners

2024 was a high water mark for Signal Hill Insights, working with our clients to survey a record of more than 65,000 audio listeners in the US, Canada, Australia and Netherlands. Of these, more than 70% listened to podcasts monthly. About 80% of respondents participated in an audience landscape study like Sounds Profitable’s The Podcast

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