Recent surveys have revealed the battle for top podcast channel appears to be between Apple and Spotify.
Westwood One’s Podcast Download – Fall 2020 Report shows that 22% of respondents cited Apple Podcasts as the platform they used to listen to podcasts, while 20% cited Spotify.
However, a Reuters Institute for the Study of Journalism Digital News Report 2020 conducted by YouGov on June 15, 2020, found that 25% cited Spotify as the source of their podcasts while 20% cited Apple Podcasts.
What is striking about the Westwood One survey is the presence of YouTube outperforming Google’s own Google Podcasts as a listening platform.
That doesn’t necessarily surprise me. Many podcasters upload their audio files to YouTube in order to take advantage of the search discovery power of the channel. And video podcasters such as my own Beyond Social Media Show post first to YouTube and repurpose the audio for distribution via Apple Podcasts, Spotify, Google Podcasts and the rest.
Nevertheless, this is the first podcast listening survey in which I’ve ever seen YouTube cited.
eMarketer principal analyst Jeremy Goldman, forecasting analyst Peter Vahle, and vice president of content studio at Insider Intelligence Paul Verna discuss Spotify’s strategic positioning as a complete podcasting ecosystem. They then talk about how much time Americans spend on their phones during their lifetime, why Alexa’s asking follow-up questions, and what we can expect from the new “Apple One” bundle.
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