YouTube Doesn't Dominate Podcasting!
In fact no single app or platform dominates in North America or for that matter across the globe.
Paul Riismandel on the Signal Hill Insights blog makes a very strong case against the claim that YouTube is dominant for podcasts. I fully agree.
In fact, he writes:
The majority of podcast consumers are still using an audio-first platform most often, and even most YouTube primaries are using audio apps. It’s just not a life or death situation (yet).
The majority of people listen/watch on a wide variety of players and apps.
YouTube is not dominating podcasting. The fact that podcasts are easily distributed across an exceptionally diverse ecosystem of platforms and apps serves as a headwind against any one of them dominating the medium.
Does this mean that people aren't watching/listening to podcasts on YouTube? No. But not having a YouTube presence or not devoting all your time to YouTube IS NOT GOING TO KILL YOUR SHOW!
As you can see from the above graphic, the biggest app for consumption is Apple Podcasts, which in my mind makes more sense since they have a full-baked out ecosystem, but you can still see a good amount of fragmentation on apps being used as well.
From James Cridland at PodNews:
This data seems to show that Apple Podcasts still delivers significantly more downloads to the big shows, even including YouTube, for now. But, the thing holding YouTube’s numbers back is the lack of shows on the platform. If all the top 250 shows were on YouTube, it’s likely that it would be enough to make YouTube #1 for consumption, as well as for people.
Ultimately, have your podcast... wait for it... everywhere. Go where the listeners are. Have it available in audio form as much as video form. If anything, do audio first, and use the video feed for clips and YouTube if you feel so inclined.
What do you think of this news? I'm happy that I can now have data to back up my point that your show doesn't live or die based on YouTube!
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