YouTube is winning the game

Podcasting is not new, but it is living what many consider their golden age. The number of creators and listeners does not stop growing, as are the platforms trying to dominate the market. Apple Podcasts was, for many, the entrance door to this format, while Spotify, with its leadership in streaming music, became a giant.

However, the balance of power has changed. YouTube has been imposed as the reference option, taking advantage of its video and audio integration, in addition to Google’s muscle and its search engine, to take advantage. The company has not hesitated to show off its domain: 1 billion monthly users already consume this type of content on their platform.

YouTube already dominated the video. Now also sends in podcasts

YouTube has reached 1,000 million monthly viewers As of January 2025, As Tim Katz has confirmedVice President of News Alliances. In his announcement, he also stressed that the platform remains the “most used in the United States” podcasting service, and this is relevant because it is the main global market.

In 2024, according to the company, users consumed more than 400 million hours of podcasts per month on their living room devices. If we take into account these data together with those previously released by rival platforms, we can conclude that YouTube is experiencing surprising growth.

Streaming platforms do not usually publish periodic reports on their performance in the podcasting market, but third -party measurements already placed YouTube last year as leader. According to Cumulus Mediathe Google platform concentrated 31% of listeners in the United Stateswhile Spotify reached 21% and Apple Podcasts 12%.

As for the data provided by YouTube, the company attributes its success to efforts to reach new audiences. This has included improvements in the experience of their products so that users can discover and listen to podcasts more easily. They also claim to have incorporated more creators and optimized their income program.

The company of the search engine used to have an application called Google Podcasts, who decided to close to focus completely on YouTube Music. From the latter, users can discover and reproduce episodes, alternate between audio and video with a single touch and, something key, listen to content with the Blocked screen completely free.

Images | YouTube | Will Francis

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