Co-Listening Redefines Podcast Reach in 2025: Insights from Cumulus & Signal Hill

In the rapidly evolving world of digital media, podcasts have grown from niche content to mainstream entertainment. Yet, the conventional way of measuring podcast success—downloads and individual listens—is missing a significant part of the story. According to groundbreaking research in the Podcast Download — Spring 2025 Report by Cumulus Media and Signal Hill Insights, these metrics drastically underreport actual audience engagement. The reason? A rising phenomenon called co-listening.

Cover art of This Was Always Me podcast series, illustrating the rise of co-listening in podcast consumption

What is Co-Listening?

Co-listening refers to the practice of listening to podcasts with other people—partners, friends, children, or family members—rather than alone. While the traditional view has framed podcasts as an individual activity, new findings reveal that group listening is far more common than previously understood.

Key Insight: “One download does not equal one listener. Co-listening expands the reach of a podcast episode exponentially.”

The Numbers That Redefine Podcast Reach

Surprising Stats from the Report:

These figures point to a dramatic shift in how audiences engage with content.

The Role of Smart TVs and Video Podcasts in Group Listening

The migration of podcast consumption to smart TVs has catalyzed the growth of co-listening. Today, 32% of weekly podcast consumers use smart TVs to access shows, ranking just behind smartphones in popularity.

Why This Matters:

“Smart TVs are inherently social devices. When podcasts are watched on them, they transform into shared entertainment,” notes Paul Riismandel, President of Signal Hill Insights.

The Rise of the New Podcast Listener

A pivotal force in this transformation is the influx of new podcast listeners, defined as individuals who began listening within the past year. This audience:

  • Skews younger and more diverse
  • Is more female-centric
  • Is particularly video-savvy

40% of newcomers prefer YouTube as their go-to podcast platform.

Their preference for video-based and visually rich formats makes them more likely to co-listen using shared devices like TVs.

YouTube: The Unofficial Home of Podcasting

The research highlights that YouTube is rapidly becoming the top platform for podcast consumption:

  • Dominates among newcomers with 40% using it most
  • Supports co-viewing experiences, often playing in the background during group settings

This has transformed the platform from a music and video repository to a podcasting powerhouse.

Impact on Engagement, Marketing, and Advertising

The traditional assumption—one download equals one listener—fails to capture the broader picture. Each episode could be reaching two, three, or even more people, influencing their:

  • Brand recall
  • Emotional connection
  • Consumer behavior

Marketing Potential:

  • Expanded Reach: Brands can engage more ears and eyes per impression
  • Shared Experience: Campaigns can be tailored to group dynamics
  • Cost Efficiency: Better ROI as reach per dollar increases

“Co-listening turns each impression into a communal opportunity,” says Riismandel. “It’s not just efficient—it’s culturally expansive.”

Designing for the Co-Listening Experience

Advertisers and creators must adapt their strategies:

  • Use visual elements to enhance storytelling
  • Incorporate group-friendly topics and formats
  • Encourage social sharing and discussions

Examples of Content Types That Thrive:

  • True crime series watched like TV shows
  • Parenting podcasts listened to with children
  • Comedy and lifestyle genres that spark shared laughter

The Future of Podcast Metrics: Beyond the Download

The insights from this report urge a redefinition of success metrics in podcasting:

  • Move beyond downloads to include household reach, device usage, and co-listening ratios
  • Adopt metrics that reflect emotional and social resonance
  • Value platform-specific behavior, such as YouTube’s role in podcast discovery

Final Thoughts: Podcasting as a Shared Experience

Co-listening is not just a statistical adjustment—it’s a cultural shift. Podcasts are no longer confined to headphones and private moments. They’re in the living room, at the dinner table, and part of family routines. Recognizing this broader dynamic can help:

  • Creators craft better content
  • Marketers maximize campaigns
  • Platforms refine their algorithms

“The medium isn’t just personal — it can also be a shared, social experience,” affirms Liz Mayer, Senior Insights Manager at Cumulus Media/Westwood One.

Bullet Summary for Skimmers

  • Co-listening is redefining podcast metrics
  • 16–30% of listeners engage in group listening
  • Smart TVs and video content are fueling shared experiences
  • Newcomers prefer video-based platforms, especially YouTube
  • Marketing strategies must evolve for group dynamics
  • Future metrics must account for multi-listener engagement

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