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
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