A recent study by Cumulus Media and Signal Hill Insights highlights a surprising trend among podcast audiences: 92% of weekly podcast consumers choose to listen to content rather than watch it. This data underscores the enduring appeal and convenience of auditory content, which allows listeners to engage with podcasts while multitasking or on-the-go. Despite the growing trend of video podcasts, the traditional audio format remains predominant in the podcasting landscape. The study provides crucial insights for content creators and advertisers aiming to optimize their strategies in the evolving media environment. This information is particularly valuable for those looking to cater to podcast audiences, indicating that investing in high-quality audio production can be more beneficial than producing video content, at least for now. For brands and influencers alike, understanding these listening behaviors can greatly enhance engagement and reach.
Barrett MediaNew data shows smarter solutions to change-of-mind returns as retailers crack down
August 3, 2026
In a bid to address the rising costs associated with change-of-mind returns, many retailers are implementing stricter policies. However, recent data suggests that a more