If you are asked what the main application for the podcast format is, it is likely that you think of services dedicated to the audio format, such as Spotify or Apple Podcasts. But according to a study published by Edison Research, in the United States, this format is now dominated by the YouTube video application. According to this study, 31% of people who listen to podcasts every week in Uncle Sam’s Land use YouTube, compared to 27% for Spotify and 15% for Apple Podcasts.
“A few years ago, YouTube might have seemed like an unlikely platform for podcasts. But as the world of podcasting evolves, many podcasters have adopted video podcasting, recording their shows in both audio and video formats”, reads the Edison Research publication. And this trend would have been led by Generation Z, for whom being able to watch their favorite podcasters is a plus in terms of engagement.
An unexpected success
In any case, the success of the podcast format on YouTube does not seem to have been anticipated by Google. He had created a Google Podcasts application, dedicated to the audio format, and without video, which he ended up closing this year. “(…) we will increase our investment in the podcast experience on YouTube Music – making it a better overall destination for fans and podcasters with YouTube-specific features around community, discovery and audio/visual switching”, the firm declared in its announcement.
According to an article in the Wall Street Journal, Google detected the potential of the podcast format on its video platform five years ago. “We saw this trend emerge organically,” said Tim Katz, YouTube’s vice president of partnerships, according to the newspaper. “And we wanted to invest in this area.” Video is also beneficial for podcast creators, since they can generate revenue by receiving a portion of YouTube’s advertising revenue.
Spotify invests in video
Moreover, it’s not just on YouTube that video podcasts are a hit. Recently, Spotify also discussed this trend on its platform, which was created for audio streaming. “More than 250 million users have watched a video podcast on Spotify, and nearly two-thirds of podcast listeners say they prefer podcasts with video”indicates the company. It also announced new opportunities to allow creators to generate more income through video podcasts.
- YouTube Has Become the Leading App for Podcasts in the United States, Study Finds
- Indeed, more and more people prefer to consume podcasts in video format, particularly Generation Z.
- YouTube would have detected this trend five years ago and decided to invest
- Podcasts with video are also a hit on Spotify
