According to a study conducted by
Edison Research, YouTube is the most used platform when it comes to podcasts. A similar study had been conducted (recently) by Signal Hill Insights and Cumulus Media and they highlighted
the same results. According to that study, YouTube has 31% market share when it comes to podcast platforms, followed by Spotify with 21% share and Apple with 12% share. The results of Edison Research again showed YouTube being the podcast platform with the most market shares (31%), followed by Spotify (27%) and Apple (15%).
It is the only study that has been on the listening time across different platforms, rather than study on different metrics like downloads etc. The study by Edison Research showed younger audiences being the ones to use YouTube for podcasts the most, with half of the active listeners on the platform being Gen-Z.
49% of the Gen-Z said that it is better to listen to podcasts as well as watch their favorite podcasters. 45% said that they feel more connected to the podcasters they are listening to if it's a video podcast. There are also some other factors that have driven YouTube’s popularity among people who listen to podcasts. When Google Podcasts got shut down, many users shifted to other platforms and YouTube was the preferred platform. It is also to be noted that YouTube and YouTube music were listed as separate platforms when pollings were being done.
On the other hand, Spotify and Apple are also trying hard to engage its audiences. Apple has announced a podcast app for the web too which means that even if someone doesn't own an iOS device, they'll be able to listen to podcasts. Spotify is also pushing new creator tools and improved analysis for podcasters so they can engage more audience.
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by Arooj Ahmed via Digital Information World
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