Remember the speculation – very much encouraged by Spotify – that it was overtaking Apple for podcast listening? Perhaps both companies forgot about the challenge posed by YouTube.
US radio group Cumulus Media and research firm Signal Hill Insights have published a report suggesting that Google’s video service is the most popular podcasting platform in the US now.
That’s based on a survey of listeners, with 24.2% saying YouTube is the platform they use the most for podcasts, ahead of Spotify (23.8%) and Apple Podcasts (16%).
Meanwhile, the report claims that these three platforms now account for 64% of podcast listening in the US, up from 55% in 2019. The suggestion is that video podcasts are a big part of YouTube’s rise, with six in ten weekly podcast listeners claiming to prefer podcasts with video. You can download the full report here.