March 2nd, 2023, Lesley Simeon
YouTube Music will introduce podcasts to its platform soon. YouTube’s head of podcasting, Kai Chuk, has announced the company will “start to bring both audio and video-first podcasts to YouTube Music.” The platform will allow free ad-supported background listening to podcasts. Additionally, YouTube Studio will offer podcast creation tools later in 2023, using which creators will be able to add audio podcasts to YouTube as well.
Which platforms do YouTube Music’s current customers opt for when it comes to podcast listening?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 24% of current YouTube Music and YouTube Premium customers prefer Spotify when it comes to choosing a podcast app/service. Spotify is the most preferred podcast app/service amongst the general US population (21%) as well.
Data from Profiles shows that 20% of YouTube Music and YouTube Premium’s current customers and 17% of the general US population claim to be “heavy” listeners of podcasts. While YouTube Music and YouTube Premium customers identifying as “medium” podcast listeners ranks at a close second (19%), 13% report being “ultra-light” listeners of podcasts.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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