Study Finds YouTube Dominates Video Podcasting While Spotify Stalls.

In the evolving landscape of podcasting, one thing is becoming increasingly clear: the definition of a “podcast” has changed. Once reserved for audio-only content, podcasts are now just as likely to be consumed in video form, with YouTube leading the charge and Spotify scrambling to catch up.

A new study from Amplifi Media and Coleman Research reveals that 85% of podcast consumers now define a podcast as either audio or video — a dramatic shift from just 18 months ago. Among Gen Z listeners, the appetite for video is strong, but even they haven’t abandoned audio. While only 10% of Gen Z respondents say they are audio-only consumers, just 7% are exclusively video. Most fall somewhere in the middle, with 77% consuming a mix of both formats.

“The audience pretty much settled this issue saying that a podcast can be audio or video, and importantly, it is not just a Gen Z thing. It’s an everybody thing,” said Amplifi CEO Steve Goldstein during a webinar Thursday. Asked how they consume their favorite podcasts, four in ten said both audio and video, compared to a third that said strictly audio.

It’s not just about preference — it’s about where and how people are watching or listening. Audio remains dominant in mobile, on-the-go scenarios like driving or running errands, while video thrives in passive, at-home consumption. Smart TVs, once an afterthought in podcast consumption, are now a significant player. Nearly half (46%) of podcast consumers say they watch video podcasts on their smart TVs, matching computer usage — although still trailing smartphones (79%) by a wide margin.

YouTube Becomes Podcasting’s Video Player

In terms of platforms, YouTube has seen a significant leap forward. Just 18 months ago, 60% of podcast consumers reported using YouTube. That number is now 70%, and the platform has pulled ahead as the most-used destination for podcast listening — 41% say YouTube is their top platform, compared to 26% for Spotify and 13% for Apple. Remarkably, even among audio-only podcast consumers, YouTube use has doubled since the last study.

“Although they haven’t taken away consumption from other platforms, YouTube is the only one that’s grown in any notable way in the last year and a half,” said Coleman VP Jay Nachlis. “Spotify hasn’t grown in the last year and a half in podcast consumption.”

More than a third (36%) of those surveyed were unaware that YouTube offers podcasts, and three in ten podcast consumers say they aren’t yet using YouTube to consume shows. Meanwhile, YouTube Premium subscribers — who avoid ads altogether — are overrepresented among podcast listeners, creating new complications around monetization and audience engagement.

“There’s still growth ahead for YouTube,” Nachlis said. “Spotify has been aggressive in video, but for the moment, consumers are still very much using Spotify as an audio-first platform.”

While Spotify has aggressively pushed into video podcasting, it has yet to make significant headway in user satisfaction. When asked to compare Spotify and YouTube across five core attributes — enjoyability, ease of use, recommendations, friend usage, and podcast selection — Spotify lagged behind in every category. The comparison between the two looked nearly identical to data collected in a previous study, suggesting little to no improvement in perception.

Video Still A Challenge For Spotify

Perhaps even more telling is how Spotify users are engaging with video. While two-thirds of podcast consumers are aware that Spotify offers video podcasts, only 25% of Spotify users say they actively watch them. The majority (83%) are still listening to audio podcasts or using video as background (31%), reinforcing Spotify’s identity as an audio platform — for now.

“There are a lot of questions about Spotify and video, particularly when it comes to creators, Nachlis said. “But as far as being able to say this is a platform you have to be on right now for video, I don’t think it’s quite there yet.”

Goldstein sees video as “the land of the giants” as YouTube wants to be like Netflix, and Spotify wants to be more like YouTube. He said Spotify has successfully captured a larger share of podcast listening and isn’t likely to give it up to YouTube. “It’s a war and we’re stuck in the middle — and we will have to evolve as all of this continues to evolve” he said.

Creators Weigh Growth vs. Complexity

Creators are responding to these trends, but not without hesitation. According to the study, nine in ten creators start video podcasting to grow their audience. A third does it to make money.

More than half (53%) say creating video podcasts is “somewhat difficult” and many report a steep learning curve when moving into video, especially in production, editing and understanding platform algorithms. But among those that get it done, 83% post video clips on social media to promote their shows.

“Anyone who goes on YouTube has a learning curve, no different than starting a podcast,” Goldstein said.