The place people go to discover podcasts has shifted, and it is worth paying attention to. Recent industry data suggests a large share of listeners now find new shows through YouTube, ahead of both Spotify and Apple Podcasts, with YouTube commanding a growing slice of overall US podcast consumption.
The takeaway
Audio-only is no longer the whole story. If people are searching and browsing for shows on a video platform, then even a simple video version, or well-tagged clips, can be the difference between being found and being missed.
The trend is covered in the 2026 roundups from Learning Revolution and ColorWhistle.
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