Youtube overtakes Spotify in the UK for podcasts

I've been thinking about this for weeks, how podcasting has changed in the UK, and it's only just hit me how far we've come. I'm not talking about the rise of podcasting itself, but how the platforms we use to consume them have shifted. And now, it seems, YouTube has taken the lead in the UK, overtaking Spotify in podcast consumption. This is according to a recent report from Edison Research at SSRS, and I'm here to break it down for you.

29% of weekly British podcast listeners aged 15+ now use YouTube as their go-to service for consuming podcasts. That's a significant jump from Spotify, which comes in at 28%. BBC Sounds and Apple Podcasts trail behind, with 15% and 10% of listeners, respectively. But here's the thing: these numbers don't mean only 10% of podcast consumption happens on Apple Podcasts, it just means Apple Podcasts isn't the service they use most. And, as it turns out, Apple Podcasts is still the leading platform for podcast downloads in the UK, with 37.5% of all downloads going its way.

So, what's behind YouTube's sudden surge in popularity? Well, for one, the platform's massive user base is a major factor. With over 2 billion monthly active users, YouTube offers a vast audience for podcasters to tap into. And, as we all know, video content is a big draw for many users. In fact, a recent report from Bloomberg suggests that shows featuring video content are seeing higher consumption numbers on Apple Podcasts. This is no surprise, given the platform's push to incorporate video into its podcast offerings.

But what does this shift mean for podcast creators? Well, for those who've already dipped their toes into video content, this is a welcome development. Acast, a popular podcast hosting platform, has seen a 25% jump in consumption of shows with video on Apple Podcasts. And, as I mentioned earlier, Apple Podcasts has been working closely with Acast to promote video content within its app. This is a big deal for creators, who can now monetize their video podcasts through Acast.

So, what does the future hold for podcasting in the UK? With YouTube taking the lead in podcast consumption, it's clear that the platform is here to stay. And, as we've seen with the rise of video content, podcasters are going to have to adapt to changing audience habits. But, for now, it's clear that YouTube is where it's at in the UK podcasting scene.

In the end, this shift is all about the changing habits of podcast listeners in the UK. And, as someone who's passionate about the creator economy, I'm excited to see how this will play out in the months and years to come.Podcasters would do well to take note and adapt to the changing landscape. For those who are already ahead of the curve, this is a chance to further establish themselves as leaders in the space. And who knows? Maybe the days of Spotify's dominance are numbered.