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New Report: Podcast Listeners OK With Edgy Content

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This is an archived page from 2022. Find out more

Radio company Cumulus**,** in partnership with Signal Hill Insights, released their 2022 Podcast Insights Report today. The study looks at the podcast audience. It’s the 9th report the two companies have filed. Here’s what they say about their latest…

One finding the two companies highlighted was that listeners have no problem listening to podcasts with language or content that might be considered objectionable on other media. “Our new Podcast Download Report reveals that podcast listeners are comfortable with the content they choose,” said Suzanne Grimes, EVP, Marketing for Cumulus Media and President, Westwood One. “Since listeners make a more active decision when choosing their podcasts, brand safety may be less of a concern with podcast advertising than with other forms of media.”

“Unlike push media like radio, TV or even social media, podcasting is a pull medium.” said Jeff Vidler, President and Founder of Signal Hill Insights. “Podcast listeners choose from hundreds of thousands of podcasts to find the ones that speak to them directly. They know the content they’re signing up for. That means the advertiser can feel some comfort that the listener approves of that content.”

Here are a few other findings that the two companies highlighted:

  • The majority of weekly podcast listeners have no problem listening to podcasts with language or content that might be considered unsuitable or objectionable. Even when considering True Crime podcasts that might be graphic in nature, only a small percentage said they would turn off the podcast if they heard a disclaimer beforehand.
  • Watchable podcasts have grown in popularity. Driven by Podcast Newcomers, more listeners prefer podcasts with video they can actively watch or minimize, to listen in the background.
  • Podcast video is strong but not necessary for all podcasts. 43% of weekly podcast listeners still prefer audio-only podcasts. Some podcast genres, like True Crime, do better with listeners who prefer audio only.
  • Weekly podcast listeners co-listen with their children. Half of weekly podcast listeners with children in their household say they have ever listened to podcasts with their children. 20% of weekly podcast listeners with children say they listen to podcasts with their children frequently.

Download the full study HERE

Hill Insights’ Podcast Download – Fall 2022 Report is available in full for download at

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