Insite | Podcast Advertising

In November of last year, Cumulus Media | Westwood One and Signal Hill Insights released the fifteenth installment of the Podcast Download series. Quantilope conducted an in-depth study of 603 weekly podcast consumers October 8th-21th 2025. The Fall 2025 report highlighted audience trends such as platform preference, content preferences, advertiser usage of podcast advertising, and more. This week’s Cumulus Media | Westwood One Audio Active Group® blog focuses on how advertisers can use podcasts to reach consumers who are difficult to reach with TV or advertising-free streaming video platforms.

• Advertising on podcasts is how marketers can reach the ad-free video streaming audience
• Video streamers should lean into audio to promote their brands: While the profile of heavy audio consumers is perfect match for the video streaming audience, most of video streaming media budgets go to linear TV
• Podcast consumers are avid users of video streaming services and watch ad-free Netflix and Amazon Prime Video the most
• Podcast consumers are cord cutters with a third of weekly consumers not subscribing to pay TV
• Podcast consumers spend 41% if their video viewing time watching ad-free platforms; The heavier the podcast listener, the more TV streaming content consumed
• The audience profile of video streamers closely aligns with podcast and AM/FM radio listeners, not linear TV viewers, according to Screen Engine/ASI

To read the full blog post by Lauren Vetrano, VP of Advertiser Measurement & Insights, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/01/20/podcast-advertising-is-ideal-for-reaching-the-ad-free-subscription-video-audience-audio-is-also-ideal-for-video-streamers-to-promote-their-brands-according-to-cumulus-media-and-signal-hill-insights/. To view a 10-minute video of the key findings, visit: https://www.youtube.com/watch?v=SifEIebwRwM.