Previous highlights of the Podcast Download – Fall 2023 Report examined YouTube’s growth as a podcast power player and podcast advertising. Today, the focus is how engaged podcast consumers are with podcasts and hosts, from following them on social media to how quickly they listen to a podcast after release.

Podcast consumers connect with their favorite hosts on social platforms

Podcast consumers are looking to connect with their favorite hosts and shows on social media. Half of weekly podcasts consumers follow their favorite podcast hosts on one of the social platforms.

Breaking down platforms specifically, 57% of those who follow their favorite hosts on social do so on Instagram, up from the Spring 2023 survey where Instagram was third at 52%. YouTube (52%), Facebook (48%), and Twitter/X (32%) follow. TikTok has grown from 24% last wave to 29% in the Fall 2023 survey.

Younger 18-34 podcast consumers are more likely to follow their favorite hosts on social media

Compared to 35-49 and 50+ podcast consumers, 18-45 podcast consumers are more engaged socially with podcast hosts. 68% of podcast consumers 18-34 follow their favorite hosts on social media. 55% of 35-49s follow favorite hosts on social. 40% of those 50+ follow favorite podcast hosts on social.

YouTube towers as a podcast discovery platform: 19% of weekly podcast consumers use YouTube to find podcasts

When asked which social platform they’ve used to find podcasts, 19% of podcast consumers are turning to YouTube, more than all other social media platforms combined.

26% of 18-34 podcast consumers use YouTube to find podcasts, the same number that use the next five social platforms

YouTube’s dominance as a discovery platform among 18-34s is stunning. 26% say they find the most podcasts on YouTube. The 26% who use YouTube as a podcast discovery platform is the same proportion of 18-34s that use the next five platforms combined (Instagram, TikTok, Facebook, Reddit, and Twitter/X).

Social platforms offer podcast consumers a chance to participate in podcast conversation, recommendations, and comments

Social media as a podcast platform, or as a place where podcasts are found, offers podcast consumers the chance to interact with podcast hosts. While not solely a social platform, many of the reasons why podcast consumers continue to use YouTube as a podcast platform are aspects that are also present on social platforms.

Video is the top reason (24%) for consuming podcasts on YouTube. Next, 16% indicate YouTube is their “primary destination for entertainment and information.”

15% of weekly podcast consumers like YouTube’s recommendation feature. 13% of weekly podcast consumers like the comments and community. YouTube as a podcast platform opens up the world of conversation.

It is more important than ever for podcasts to have content available on YouTube and use YouTube as a promotion platform since consumers use it as a discovery and connection destination.

Podcast consumers have an appetite for new content as two-thirds listen to new episodes within 24 hours of release

Podcast consumers are engaged with podcasts, looking for new episodes quickly after they are released. 67% of weekly consumers listen to their favorite podcasts within a day of release. Among heavy podcast consumers, 76% of consumers are listening to new episodes within 24 hours.

Key takeaways:

Podcast consumers connect with their favorite hosts on social platforms

Younger 18-34 podcast consumers are more likely to follow their favorite hosts on social media

YouTube towers as a podcast discovery platform: 19% of weekly podcast consumers use YouTube to find podcasts

Podcasts should have content available on YouTube and use YouTube as a promotion platform since consumers use it as a discovery and connection destination

Social platforms offer podcast consumers a chance to participate in podcast conversation, recommendations, and comments

Podcast consumers have an appetite for new content as two-thirds listen to new episodes within 24 hours of release

Fuente: Westwood One