YouTube has become the primary platform for podcast listening among weekly consumers in the United Kingdom, overtaking Spotify for the first time, according to new data from Edison Research.
The study found that 29% of weekly podcast listeners aged 15 and older now use YouTube as their main platform, compared with 28% who choose Spotify. The one-point margin underscores a tight race in a market where Spotify has invested heavily.
Spotify’s billion-dollar bet and strategic retreat
Spotify poured more than US$1 billion into building its podcast business, acquiring studios such as Gimlet Media, Anchor, Parcast, Megaphone and The Ringer. It also signed exclusive deals with high-profile names including Joe Rogan, Alex Cooper, Kim Kardashian, Barack and Michelle Obama, and Prince Harry and Meghan Markle.
After founder and chief executive Daniel Ek acknowledged that costly exclusive contracts were weighing on margins, the company revised its approach, cutting spending, cancelling some productions and reducing headcount.
Video podcasting shifts the landscape
Edison Research said the growing popularity of video podcasting has contributed to YouTube’s rise.
“A few years ago, YouTube might have seemed like an unlikely platform for podcasts. But as the world of podcasting evolves, many podcasters have embraced video podcasting, recording their shows in both audio and video formats. Not only can podcast consumers listen to episodes, but they can also watch video versions of their favourite shows. As video and audio content continue to overlap, creators and listeners are benefitting from more dynamic and engaging experiences.”
The UK figures mirror a trend already seen in the United States, where Edison Research reported in late 2024 that 31% of weekly podcast listeners aged 13 and older used YouTube as their primary platform, making it the country’s leading podcast destination.
While Spotify has expanded its support for video podcasts, it competes with a platform that already commands a vast video audience. Some Spotify users have also expressed a desire for the service to remain focused on music and audio, rather than increasing its emphasis on video podcasts.
