In a significant shift in the podcasting landscape, YouTube has emerged as the leading platform for podcast consumption in the United States, surpassing long-time market leader Apple Podcasts and streaming giant Spotify, which is now in second place, according to recent studies. Meanwhile, former leader Apple Podcast loses market share, falling to third place. And that marks a turning point in how Americans access and consume podcast content.
Apple Podcasts loses market share as YouTube and Spotify overtake it
YouTube now dominates the podcast market with 31% of weekly podcast listeners citing it as their primary platform, according to the latest Podcast Download report conducted by Cumulus Media and Signal Hill Insights. Spotify follows in second place at 21%, while Apple Podcasts, which coined the term “podcast” and led the way for years, has slipped to third with only 12% of market share.
This shift represents a dramatic change from just a few years ago. In 2021, YouTube ranked third in podcast consumption. By 2022, it had caught up to Spotify, and now, across multiple studies in 2023 and 2024, YouTube has solidified its position at the top.
And this comes despite Apple’s efforts in the past couple of years to improve the podcasting experience for creators and consumers alike. In 2022 it opened up access to new listener metrics for creators and added new features for both creators and listeners. The next year it added Apple Podcast Connect with new analytics for creators and brought podcasts to Tesla EVs. And in 2024 it introduced auto-generated transcripts and launched Apple Podcasts on the web so folks don’t have to download the app.
How YouTube rose fast with a younger audience
Photo: Cumulus Media/Signal Hill Insights
Several factors contributed to YouTube’s rise as a podcast destination. As the world’s leading video platform and “entertainment search engine,” YouTube offers advantages for podcast discovery and consumption. Users appreciate the ability to watch video versions of podcasts, engage with comments and community features and benefit from YouTube’s recommendation algorithms. Many YouTube users prefer desktop and tablet use, while Apple Podcast use iPhone more than other platforms.
Interestingly, the study found that YouTube’s podcast audience skews male and younger compared to Apple Podcasts’ user base. The platform is particularly popular among new podcast listeners and heavy consumers alike.
However, the shift towards YouTube doesn’t necessarily mean a complete abandonment of audio-only experiences. The report indicates that watching and listening to podcasts are equally favored overall, with preferences varying by genre and listener experience level.
Spotify charges ahead as well
Spotify’s strong second-place position highlights its continued importance in the podcast ecosystem, even as it faces stiff competition from YouTube. The Swedish streaming giant has invested heavily in podcast content and features in recent years, helping it maintain a significant market share.
Apple Podcasts, once the undisputed leader in the space, now faces the challenge of adapting to changing consumer preferences. As Apple Podcasts loses market share and slips from market dominance to third place represents a major shakeup in the industry it helped create.
As the podcasting landscape continues to evolve, content creators and advertisers will need to adapt their strategies to reach audiences across these diverse platforms. With video becoming an increasingly important component of podcast consumption, the industry may be on the cusp of a new era in content creation and distribution.
This shift also raises questions about the future definition of podcasting itself, as the line between audio and video content becomes increasingly blurred. As platforms and consumer behaviors continue to change, the podcast industry could see further innovations and disruptions.
Apple Podcasts loses market share: Watch a video showing the studies’ key findings:
