Apple, once the dominant player in podcast distribution, now navigates a shifting landscape marked by rising competition, changing consumer preferences, and the emergence of video podcasting as a major format.
For much of podcasting’s history, Apple Podcasts was the go-to platform for listeners. As of 2024, however, Apple holds a 26.9% share of the podcast listening app market, making it the second most popular platform after Spotify, which leads with 33.7%.
This marks a decline from Apple’s earlier dominance, as competitors like Spotify and YouTube have aggressively expanded their podcast offerings. The growing popularity of YouTube, in particular, has disrupted the traditional podcast ecosystem.
According to recent studies, YouTube is now the most utilized platform for podcast consumption in the U.S., capturing 31% of weekly podcast users, surpassing both Spotify and Apple Podcasts.
This shift reflects broader changes in how audiences engage with podcasts. Smartphones continue to be the primary devices for podcast consumption, with 70% of weekly listeners using their phones.
Apple’s iPhones account for a significant portion—63.1% of smartphone-based podcast listening—highlighting a strong preference among iOS users. However, Android devices, representing 19.6% of podcast listening, are growing in prominence, underlining the importance of cross-platform accessibility for podcast platforms.
Expanding Access Beyond Apple Devices
Recognizing the need to reach a broader audience, Apple launched "Podcasts on the Web" in August, allowing Android and Windows users to access its podcast platform through web browsers. This move represents a notable departure from Apple’s traditionally closed ecosystem and signals the company’s intent to attract listeners outside its core user base.
By broadening accessibility, Apple aims to compete more effectively with Spotify, which has long embraced a platform-agnostic approach. Apple’s decision to enable cross-platform access underscores the increasing need for inclusivity in an era where consumer habits are diversifying.
The Challenge of Video Podcasts
The rise of video podcasting has emerged as a critical challenge for Apple. While Apple Podcasts has historically focused on audio-first experiences, platforms like Spotify and YouTube have embraced video as a key differentiator.
Spotify introduced video podcasting in 2020 and has since inked exclusive deals with high-profile creators, such as Joe Rogan and Alex Cooper of Call Her Daddy. YouTube, meanwhile, has leveraged its massive audience and built-in video capabilities to become a dominant force in podcasting. Its dedicated podcast homepage and seamless video integration have made it a preferred platform for creators and listeners alike.
Apple, by contrast, has been slower to adopt video podcasting. While the company supports video content through hosting partners like Libsyn and Acast, it has yet to introduce in-app video podcast capabilities.
This cautious approach reflects Apple’s focus on maintaining its identity as an audio-first platform. However, as video podcasts continue to gain popularity, Apple’s reluctance to fully embrace the format could put it at a disadvantage.
Despite these challenges, Apple remains a significant player in the podcasting industry. Its Apple Podcasts Subscriptions feature, launched in 2021, allows creators to monetize their content through exclusive episodes and ad-free experiences.
This initiative has helped Apple retain creators who might otherwise migrate to competitors like Spotify or YouTube.
In the hosting market, however, Apple lags behind Spotify, which commands 55.8% of the podcast hosting market. While Apple focuses on podcast distribution rather than hosting, its directory remains vital to the ecosystem, with over 96% of podcast hosts listing their shows on Apple Podcasts.
To retain its position in the industry, Apple must strike a balance between preserving its audio-first identity and adapting to new trends. Enhanced tools for creators, seamless video integration, and a commitment to user experience could help Apple reclaim some of the ground it has lost.
As the podcasting market continues to grow and diversify, Apple’s ability to evolve alongside it will be key to its long-term success.
