Is YouTube Running Away with Podcasts? The Numbers Say Yes
Podcasting has undergone a dramatic evolution, moving far beyond its audio-only roots. Now, it appears that YouTube has taken the lead as the dominant platform for podcast consumption. According to YouTube itself, more than 1 billionpeople globally engage with “podcast content” on the platform each month—a staggering statistic that underscores a major shift in listening habits.
While traditional podcasting platforms like Spotify and Apple Podcasts remain significant players, YouTube's surge is powered by its unique advantages: video integration, algorithm-driven discovery, and strong monetization opportunities. As podcasting increasingly becomes a visual medium, YouTube’s ability to blend video with on-demand audio has made it the go-to destination for both casual listeners and dedicated fans.
Why Is YouTube Winning?
YouTube’s rise as a podcast powerhouse can be attributed to several key factors:
Massive Built-In Audience – YouTube is already the world’s second-largest search engine (after Google), meaning content discovery is easier than on traditional podcast platforms. Listeners don’t have to go out of their way to find podcasts—they’re already on YouTube watching content, and podcasts naturally surface through recommendations.
The Rise of Video Podcasts – While audio-only podcasts are still popular, video podcasts are rapidly growing. Creators and listeners alike favor video formats for their ability to provide deeper engagement, body language cues, and a more immersive experience. Popular podcasts like The Joe Rogan Experience, The Diary of a CEO, and Lex Fridman Podcast have all embraced video, using it to expand their reach.
Smart TV Dominance – YouTube recently reported that TV screens are now its top platform for U.S. users, meaning people aren’t just watching short clips on their phones—they're consuming long-form content, including podcasts, on their smart TVs. This shift aligns perfectly with the trend of podcast listeners treating their favorite shows like on-demand talk shows.
Monetization & Revenue Sharing – Unlike Spotify or Apple Podcasts, YouTube provides multiple ways to monetize podcasts, from ads to channel memberships to super chats during live recordings. This financial incentive makes it more attractive for podcasters to publish on YouTube.
Can Spotify Compete?
Spotify, recognizing the video podcasting trend, has ramped up efforts to keep pace. Last month, it launched its Podcast Partner Program, offering enhanced monetization for video podcast creators. It has also introduced AI-powered tools to translate and narrate podcasts into multiple languages, expanding its potential reach. Additionally, Spotify’s commenting features and its willingness to host non-podcast video content suggest that it is trying to mirror some of YouTube’s strengths.
But will it be enough? YouTube still holds the advantage in search, audience size, and discoverability, while Spotify remains largely dependent on its existing subscriber base.
The Future of Podcasting: A Video-First Landscape?
The key takeaway from YouTube’s dominance is clear: the future of podcasting may not be audio-only. The term “podcast” is evolving to encompass both audio and video formats, as platforms recognize that many audiences prefer a blended experience.
For creators, this means adapting to video if they want to maximize reach and monetization.
For platforms, it means competing on discovery tools, user experience, and revenue opportunities to attract podcast creators and listeners.
While Spotify, Apple, and other platforms will continue to innovate, YouTube is currently running away with the podcasting market—and unless competitors make major moves, that lead could become insurmountable.