YouTube establishes itself as the number 1 podcast platform with a billion monthly listeners, far surpassing Spotify. Find out why YouTube is dominating the market and how it is revolutionizing the podcast world with its hybrid video/audio format and its ultra-powerful algorithm !
YouTube, initially designed as a platform dedicated to video, has now established itself as the undisputed leader of podcasting. With a billion monthly listeners, Google's platform is far outpacing Spotify and other niche services. How did this meteoric rise come about? And what are the implications for the podcast industry? A look at this major transformation of the audio landscape.
YouTube, an unexpected rise in the world of podcasts
When we talk about podcasting, names like Spotify, Apple Podcasts, Deezer or Amazon Music immediately come to mind. However, YouTube has achieved a feat by establishing itself in a field that, at first glance, was not intended for it.. Thanks to its ultra-powerful algorithm, its attractive monetization model and its ability to integrate video content, YouTube has won over podcast creators and their audiences.
From 2019, the year Spotify launched podcasts on its platform, the latter only has 500 million listeners. In comparison, YouTube has been able to attract double in just a few years, which demonstrates its considerable advance.
Why is YouTube so appealing to podcasters and listeners?
1. Unparalleled exposure thanks to the YouTube algorithm
YouTube's biggest advantage over its competitors is its recommendation algorithm. Unlike traditional podcast platforms, where the user has to actively search for content, YouTube Automatically suggests videos and podcasts based on preferences and viewing history. This allows to significantly increase the visibility of creators and attract new listeners organically.
2. A hybrid video/audio format that appeals to consumers
YouTube doesn't just host audio podcasts, It enriches their experience with a video format. Today, many creators add visual elements to their shows: filmed interviews, infographics, live reactions, making-of, etc. This approach promotes public engagement, who can interact through comments and discover behind the scenes of the content.
Additionally, even though YouTube Premium allows to listen to podcasts in the background, a large part of users accept to have the screen on, thus making Mixed formats are much more attractive than just audio.
3. More effective monetization than Spotify and Apple Podcasts
One of the most compelling arguments for podcast creators remains monetization. On YouTube, there are many income opportunities:
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Embedded Ads to videos (before, during and after playback).
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Superchats and paid subscriptions, which allow fans to directly support creators.
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Partnerships sponsored and product placement that are easier to integrate into a video than into a simple audio file.
In comparison, Spotify offers monetization through premium subscriptions and some audio ads, but revenue potential remains much lower than YouTube.
Shorts: a strategic asset for podcasts on YouTube
With the rise of short formats inspired by TikTok, YouTube has launched Shortsa feature that allows you to to cut out podcast excerpts and to disseminate them to a wider audience. This strategy boosts podcast discoverability, by encouraging spectators to listen to entire episodes after watching a highlight clip.
Can Spotify and Amazon Music catch up?
Faced with YouTube's offensive, Spotify and Amazon Music struggle to respond effectively. If Spotify tried to add video content to its podcasts, the integration remains far below the immersive experience offered by YouTube. And more, their discovery algorithm doesn't compete with Google's, which limits their ability to recommend content effectively.
YouTube also benefits of a complete ecosystem, where the creators can promote their podcasts in several formats: long videos, Shorts, live streaming, communities… An advantage that Spotify and other players have not yet been able to fully exploit.
The Future of Podcasting: Towards Total YouTube Domination?
With its exponential growth, YouTube Might Completely Redefine the Podcast Industry. While some barriers still exist – such as the inability to listen to videos in the background without a premium subscription – The platform has convinced both creators and listeners.
Traditional audio platforms will have to innovate quickly not to to be left behind permanently. The Future of Podcasting seems to be taking shape in video, and YouTube has already taken a head start.