With all the news recently about streaming platforms focusing more on podcasting (Netflix, Apple announcing video), I thought it would be a good time to dig in. It’s no secret that YouTube has continued to steal market share of podcast viewership, largely due to video-first formats. I’m not surprised that every other platform has tried to defend against this by allowing video as well. In fact, should we even be referring to them as “video podcasts,” considering the majority of shows need to launch video first to even compete? Yes, there’s a few exceptions that are audio-only, but a large majority of the top shows on Spotify are now also offering video.
Has YouTube Already Won?
Yes, I believe consumers will continue to listen to podcasts on Apple and Spotify, but YouTube will gain more share of the podcast market over the next 1–2 years due to video. I also think about how podcasts are getting discovered, and YouTube has a large advantage here, with short-form content driving the flywheel of discoverability from TikTok and YouTube Shorts. An audio-first show only works if the individual is able to drive his or her audience to Spotify or Apple. From all the data that I’ve looked at (we do own The Roost), I’m seeing the same thing across a lot of our shows, YouTube almost always accounts for the majority of the shows viewership.
We know that 13% of TV viewership is happening on YouTube, the behavior is already there. YouTube is currently prioritizing long-form watch time, has a discovery engine, and offers the best monetization splits (especially for the tech niche). I love that Apple is finally going to allow video uploads for all their podcasts, but I’m not sure this is going to significantly move the needle for them without a clear strategy for discoverability and shows giving exclusivity to Apple. One of the more important things coming to Apple Podcasts, which is a good move, is the addition of dynamic ads. However, this should have happened years ago.
The Big Takeaway
The podcast wars are no longer about audio, they’re about video distribution and discovery. YouTube isn’t just another platform, it’s becoming the default infrastructure for how podcasts are found and consumed. Adding video alone won’t be enough for competitors without a true discovery engine. If the behavior and monetization advantages stay where they are, YouTube’s lead will likely widen.
It feels like this year’s Winter Olympics had a slow start. I was even starting to wonder if anyone cared about watching anymore. Now I can’t log onto any social platform without seeing Alysa Liu all over my FYP. It’s been 24 years since the US has won gold in women’s figure skating. Get used to seeing her dominate social media for a long time, even in the offseason.
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Remember when they just used to show dinosaur documentaries?
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Jestermaxxing?
