Podcast organizations are focusing their video podcast production on YouTube rather than Spotify, as they report better growth and engagement on the platform. Despite Spotify’s investments in video, execs highlight that their established presence on YouTube includes significant subscriber and viewership growth, influencing their distribution decisions. They are currently observing Spotify's progress, as its video podcast features are still developing and not yet seen as viable for their content strategies. Recent research indicates that YouTube leads among weekly podcast listeners, further affirming this trend.
It's exciting [that Spotify is] exploring more video offerings, but not something we've interacted with enough to make a determination yet. We've been using YouTube for a couple of years now and are simply more established there.
Edison Research published in October found that YouTube outranked Spotify for 31% of weekly podcast listeners aged 13 and up, while 27% preferred Spotify.
One reason for podcast execs' focus on YouTube is Spotify's video podcast efforts are still quite nascent. Execs told Digiday they're in a wait-and-see mode.
Execs are seeing subscriber and viewership growth from posting full-length podcast episodes on YouTube, so that is where they are concentrating their efforts.
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