Among respondents who use both platforms to consume podcasts, YouTube performs at significantly higher satisfaction levels than Spotify. The results among users of both YouTube and Apple Podcasts are even more dramatic. These just-announced findings are from “The New Rules of Podcasting on YouTube,” a new research study of 1,000 15- to 64-year-old United States podcast consumers from media research firm Coleman Insights and podcast consultancy Amplifi Media. Study results were revealed today at the Podcast Movement conference in Denver.
Among users of both YouTube and Spotify to consume podcasts, YouTube beats Spotify for:
- “More enjoyable to consume your podcasts on,” 70%-30%
- “Easier to use,” 67%-33%
- “Makes better podcast recommendations,” 62%-38%
Among users of both YouTube and Apple Podcasts, YouTube’s wins in the face-off are for:
- “Easier to use,” 76%-24%
- “More enjoyable to consume your podcasts on,” 71%-29%
- “Makes better podcast recommendations,” 68%-32%
According to Jay Nachlis, Vice President/Consultant at Coleman Insights, while the results may be surprising, they track with other findings throughout the study. Nachlis said, “YouTube is the most used podcast platform, and those who use it are very satisfied.”
Steve Goldstein, Founder/CEO at Amplifi Media, adds, “YouTube is not for every podcaster, and four out of 10 consumers still prefer to listen to their favorite podcast in an audio-only format. But these findings show a robust and engaged YouTube audience that represents a significant podcast audience development opportunity.”
Coleman Insights and Amplifi Media will present a webinar of the findings from “The New Rules of Podcasting on YouTube” on Thursday, September 7th at 2PM EDT/11AM PDT. Registration is now open.
The Coleman Insights/Amplifi Media study is sponsored by Locked On Podcast Network.