YouTube is becoming the dominant platform for podcast consumption in the U.S., the leading market. In this way, Google displaces the sector’s historical (or temporary) leaders.
Similar trends are evident in other countries. It’s only a matter of time before the same effects take hold.
Why it matters. This shift reflects a remarkable trend in audio and video consumption habits, with implications for creators, advertisers, and the entertainment industry.
The numbers. According to broadcast company Cumulus Media:
- 31% of podcast listeners use YouTube as their primary platform.
- 21% prefer Spotify.
- 12% are loyal to Apple Podcasts.
- The remaining 36% choose minority platforms.
- These numbers remain relatively stable, especially for YouTube, among newcomers, “pioneers” (the study uses the term to refer to those who have been listening to podcasts for more than four years), and “heavy” consumers (those who spend more than six hours per week consuming the format).
Spotify has kept its share relatively stable (its big bet is more recent), but Apple’s has been falling. So, the picture is clear. As Spyglass notes, YouTube is taking the biggest bite out of Apple’s share by attracting new podcasting listeners.
Context. Three key factors explain the rise of YouTube in podcasting:
- Discovery. Its search engine and recommendations on the homepage or next to each video make it easy to find new content.
- Monetization. It gives creators better tools to generate revenue.
- Video. It has capitalized on the growing demand for podcasts with audio and video, even if the video is in the background for long periods.
Controversy. The purist sector of podcasting believes “podcast” can only refer to content distributed through an RSS feed, not on a platform. Curiously, Google’s bets on classic podcasting have never worked out well.
On the other hand, consumption habits are shifting toward greater acceptance of what’s already on YouTube, without the need to go to a specific app. It also offers video, although users tend to consume it in the background.
So, what now? This shift presents both threats and opportunities for the industry:
- Creators must adapt their content to a new format (audio and video) to grow their listenership.
- Apple and Spotify need to strengthen their video and discovery capabilities.
- Advertisers may need to rethink their strategy to reach increasingly fragmented audiences.
YouTube’s dominance in podcasting marks the beginning of a different era: one that is more visual, focused on creators, and available on multiple platforms. It’s beyond RSS.
Image | Magda Ehlers
Related | These Are the Best Podcast Apps for Every Type of User
View 0 comments