Where was the first place you listened to—or in this case, watched—your favorite podcast? How did you actually stumble upon it? Was it through word of mouth, social media, or perhaps an enticing thumbnail on a video platform?
According to a study conducted by Edison Research in collaboration with Ad Results Media, podcast “Super Listeners” (defined as individuals who listen to five or more hours of podcasts each week) predominantly discover new podcasts through YouTube. Highlighting the platform’s influential role in the podcasting landscape.
In an interesting twist, back in 2021, YouTube ranked as the third most utilized platform for podcast consumption. Fast forward less than three years, and YouTube has surged to become the leading podcast audience platform in the United States, as reported by Westwood One. With an impressive 31% of listenership, YouTube outpaces Spotify at 21% and Apple at just 12%. This rapid ascent underscores a significant shift in how audiences engage with podcasts.
However, the rise of video reveals some intriguing challenges for creators and advertisers within the podcasting ecosystem. A notable 58% of YouTube podcast consumers report that advertisements in content feel disruptive. Furthermore, a striking 55% of viewers skip ads on video podcasts, as highlighted by a recent study from Veritonic. Interestingly, Veritonic’s research also indicates that 65% of those who watch a podcast on YouTube are doing so for the first time, while only 35% of viewers choose to watch a podcast episode on YouTube after having listened to it in an audio-only format.
So, what can we take away from this data? YouTube serves as a powerful entry point for new listeners, providing opportunities to generate additional content and context within podcast conversations. While the video format can enhance engagement and accessibility, it is essential to note that YouTube (or video, in general) is not the sole driving force behind the success of creators or advertisers in the podcasting world – nor is it necessary for podcasters to add a video component who have not historically had a visual aspect of their shows.
As the podcasting landscape continues to evolve, understanding the role of video will be critical for creators looking to maximize their impact. Assessing the specific needs for leveraging platforms like YouTube will enable podcasters to identify where their content is best served. Additionally, analyzing shifts in advertising behaviors between visual formats and traditional audio-first podcasts will be essential for advertisers as they navigate the complexities of audience engagement and develop effective advertising strategies unique to each medium.
