YouTube is the Preferred Podcast Listening Service

RADIO ONLINE | Wednesday, October 23, 2024 | 11:09am CT

Edison Research

YouTube, typically known as the go-to platform for video content, has risen to the top as the most popular service used for podcast listening in the U.S. According to Edison Podcast Metrics, 31% of weekly podcast listeners age 13 and up choose YouTube as the service they use most to listen to podcasts, surpassing Spotify (27%) and Apple Podcasts (15%).

A few years ago, YouTube might have seemed like an unlikely platform for podcasts. But as the world of podcasting evolves, many podcasters have embraced video podcasting, recording their shows in both audio and video formats. Not only can podcast consumers listen to episodes, but they can also watch video versions of their favorite shows.

As video and audio content continue to overlap, creators and listeners are benefiting from more dynamic and engaging experiences. One of the key factors driving the popularity of YouTube is the considerable number of younger listeners tuning in each week, especially Gen Z.

Edison Research uncovered in the Gen Z Podcast Listener Report that 84% of Gen Z monthly podcast listeners ever listen to or watch podcasts with a video component. For this younger audience, the ability to watch their favorite podcasters, not just listen, adds a layer of engagement that traditional audio platforms lack.

Forty-nine percent of Gen Z monthly podcast listeners say video provides a better understanding of context/tone through facial expressions and gestures, while 45% feel more connected to the podcaster(s) through video podcasts. The preferences of the Gen Z demographic are redefining the podcasting landscape, and YouTube is uniquely positioned to cater to their habits.