In a recent study by Cumulus Media and Signal Hill Insights, YouTube has emerged as the leading platform for podcast consumption in the United States. According to survey respondents, YouTube is their number one choice for listening to podcasts, surpassing both Spotify and Apple Podcasts. However, while this finding is significant, there are several important factors to consider when evaluating YouTube’s dominance in the podcasting landscape.
One critical aspect to keep in mind is the nature of viewership on YouTube. Unlike traditional audio podcasts, which often see listeners engaged for the majority of the episode, viewership on YouTube tends to be much shorter. The average consumption time for a YouTube video is typically measured in seconds rather than minutes.
In contrast, the typical consumption of a 30-minute audio podcast is about 25 minutes, indicating that people tend to listen much longer than they watch. This difference in engagement time can significantly impact the effectiveness and reach of podcast content on YouTube.
Additionally, the production quality of YouTube videos varies greatly. Many of the most popular YouTube channels are developed by large networks and agencies with substantial budgets, enabling them to produce high-quality content that attracts significant viewership. In contrast, independent podcasters often lack the resources to compete with these big players, resulting in lower production quality and, consequently, lower viewership and consumption rates. This disparity can make it challenging for independent podcasters to gain traction on the platform.
The study conducted by Cumulus Media and Signal Hill Insights, in partnership with MARU/Matchbox, involved an in-depth analysis of 603 weekly podcast consumers in April 2024.
Some key takeaways from the study include:
- YouTube’s Dominance: 31% of respondents identified YouTube as their primary podcast listening platform, compared to 21% for Spotify and 12% for Apple Podcasts
- Demographics: YouTube is particularly popular among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers. The platform’s audience profile skews male and younger compared to Apple Podcasts
- Discovery and Engagement: As the world’s entertainment search engine, YouTube excels in podcast discovery. Audiences are more likely to find and stick with podcasts on YouTube due to the platform’s video, comments, community features, entertainment value, and recommendations
- Listening vs. Watching: The study found that watching and listening to podcasts are equally favored. Newcomers to podcasting tend to prefer actively watching podcast videos, while those who have been listening for over four years favor the audio-only experience
- Device Usage: The vast majority of Apple and Spotify users listen on smartphones, whereas 38% of YouTube’s podcast audience uses laptops and TVs.
Despite YouTube’s growing popularity as a podcast platform, it’s crucial to recognize that not all genres work well for video podcasts. Consumers who prefer watching are more likely to enjoy News/Current Events and Sports podcasts. On the other hand, True Crime remains the leading genre for those who favor listening.
While the inclusion of viewers in the definition of podcast consumption has expanded the podcast audience, the data shows that only 9% of the weekly podcast audience exclusively watches podcasts. This indicates that while video is an important and growing option, the traditional audio format still holds significant value.
YouTube’s rise as the top podcast platform is noteworthy, but independent podcasters face challenges in terms of viewership duration and production quality. Understanding these dynamics is essential for podcasters looking to optimize their content strategy and reach their target audience effectively. The best solution we’ve recommended is for new podcasters to use YouTube but not publish full episodes. Instead, make use of Shorts, and publish one-minute and two-minute segments from your fuller audio episodes, monitor views and consumption rates for those shorter segments, and follow what your viewers are telling you.