YouTube Crushes Spotify and Apple Podcasts in Face-Off

RADIO ONLINE | Thursday, August 24, 2023 | 11:07am CT

Coleman Insights

Among respondents who use Spotify to consume podcasts, YouTube performs at significantly higher satisfaction levels than Spotify. The results among users of both YouTube and Apple Podcasts are even more dramatic. These findings are from "The New Rules of Podcasting on YouTube," a new research study of 1,000 15- to 64-year-old U.S. podcast consumers from Coleman Insights and podcast consultancy Amplifi Media. Study results were revealed Thursday at the Podcast Movement conference in Denver.

Among users of both YouTube and Spotify to consume podcasts, YouTube beats Spotify for:

• "More enjoyable to consume your podcasts on," 70%-30%
• "Easier to use," 67%-33%
• "Makes better podcast recommendations," 62%-38%

Among users of both YouTube and Apple Podcasts, YouTube's wins in the face-off are for:

• "Easier to use," 76%-24%
• "More enjoyable to consume your podcasts on," 71%-29%
• "Makes better podcast recommendations," 68%-32%

Coleman Insights Vice President/Consultant Jay Nachlis said, "YouTube is the most used podcast platform, and those who use it are very satisfied."

Amplifi Media Founder/CEO Steve Goldstein added, "YouTube is not for every podcaster, and four out of 10 consumers still prefer to listen to their favorite podcast in an audio-only format. But these findings show a robust and engaged YouTube audience that represents a significant podcast audience development opportunity."

Coleman Insights and Amplifi Media will present a webinar of the findings from "The New Rules of Podcasting on YouTube" on Thursday, September 7th at 2pm ET. Registration is now open. The Coleman Insights/Amplifi Media study is sponsored by Locked On Podcast Network.

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