In a significant shift within the podcasting landscape, YouTube has emerged as the most popular platform for podcast consumption in the U.S., outpacing both Spotify and Apple Podcasts.
This revelation comes from the twelfth edition of the Podcast Download series by Cumulus Media and Signal Hill Insights, conducted by MARU/Matchbox. The study surveyed 603 weekly podcast consumers and highlighted trends in how Americans are tuning into their favorite shows.
YouTube has firmly established itself as the leading podcast platform, with 31% of respondents naming it as their primary choice. This puts it ahead of Spotify, which garnered 21%, and Apple Podcasts, with 12%. The platform's appeal spans various listener demographics, including newcomers, longtime podcast consumers, and heavy podcast consumers. This broad attraction underscores YouTube's effectiveness in drawing diverse audiences.
Nearly one-third of weekly podcast listeners reported that YouTube was where they first encountered new podcast content. The platform's features—such as video, comments, community interactions, entertainment value, and recommendations—have contributed to high retention rates.
Notably, 53% of YouTube’s podcast audience also consume the same podcasts on other platforms, highlighting its extensive reach and influence.
The study expanded the definition of podcast consumption to include those who prefer watching podcasts. YouTube's strong association with visual content has made it the leading platform where podcasts can be both watched and heard.
This visual preference is especially strong among newer consumers and fans of genres including news/current events and sports. However, true crime enthusiasts tend to favor the audio-only experience. This inclusion of viewers who primarily watch podcasts has broadened the podcast consumer universe, with an average of 10% of the weekly audience consuming podcasts exclusively through watching.
While YouTube leads overall podcast consumption, Spotify and Apple Podcasts maintain substantial and dedicated user bases with distinct preferences.
Spotify, used by 21% of respondents as their primary podcast platform, attracts a younger demographic and is particularly popular among new podcast listeners. Spotify’s integration of music and podcast content has strengthened its appeal, making it a gateway for new podcast enthusiasts. Despite trailing YouTube, Spotify’s investment in exclusive content and its user-friendly interface continue to draw a significant share of the podcast audience.
Other industry research also indicates that Spotify retains a dominant position in most international markets, particularly non-English-speaking areas. The US market audience, however, outstrips those combined markets.
Apple Podcasts, favored by 12% of respondents, retains a loyal audience, particularly among those who have been listening to podcasts for over four years. Apple’s strength lies in its integration with the iOS ecosystem, offering a convenient option for iPhone users. Though it lags in visual content, Apple Podcasts is perceived as a reliable and high-quality audio platform. Its user base tends to be older and more experienced in podcast consumption.
While the majority of Apple and Spotify users favor smartphones for podcast consumption, YouTube's audience shows a diverse range of device usage. A significant 38% of YouTube’s podcast audience use laptops and TVs, with 17% using TVs and 21% using computers/laptops the most.
This preference for larger screens aligns with YouTube’s strength in visual content and enhances the user experience for those who prefer watching podcasts.
YouTube’s dominance as a podcast discovery platform is crucial, with nearly one-third of weekly podcast listeners starting their journey on YouTube. The platform’s recommendation algorithms and community features play a significant role in retaining listeners.
Notably, 73% of YouTube users are willing to switch platforms if a podcast becomes exclusive elsewhere, indicating their flexibility and openness to other platforms.
In comparison, 24% discovered new podcasts on Spotify, while 12% began on Apple Podcasts.
YouTube's success underscores the growing impact of visual content and diverse engagement features in the digital landscape. Meanwhile, Spotify and Apple Podcasts continue to hold significant positions, each with unique strengths and dedicated user bases, contributing to a dynamic and competitive podcasting ecosystem.
