YouTube announced that it is by far the industry leader with one billion monthly podcast listeners. Compared to Spotify’s 100 million regular podcast listeners announced in 2023 and Apple’s lower number of users, it is obvious that YouTube has become the biggest platform in the podcast world. So what is the secret of this success?
YouTube surpassed Spotify and Apple in the Podcast market! Here is the secret of its success
One of the biggest reasons for YouTube’s success is users’ interest in long-form content and the ability to watch podcast hosts as videos. Research shows that podcast content with visual support attracts more attention and engages users more than audio-only content. For this reason, content producers have begun to move away from audio-only podcasts to podcasts with visuals.
Producing podcasts on YouTube requires higher costs and technical know-how compared to traditional platforms. Former Bon Appétit creator Carla Lalli Music stated that a single podcast video for YouTube can cost up to $3,500. In addition, YouTube does not offer RSS feed support, requiring creators to upload each episode manually.
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Despite this, YouTube’s advertising revenue model and access to large audiences encourage many content producers to turn to this platform. Recent research in the US has also revealed that users are now watching YouTube on the big screen, on television, rather than on their phones or computers.
How do you think YouTube’s leadership in the podcast industry will change the traditional audio podcast format? Will video-supported podcasts further reduce Spotify and Apple’s market share in the future? You can write your opinions in the comments section below…
