YouTube is the leading podcast platform among US adults who listen to 5 hours or more of these shows per week, with 55% tuning in there. Streaming audio platforms Spotify and Apple Podcasts take second and third place, respectively, while Amazon Music, iHeartRadio, and Facebook round out the top five.

YouTube Music follows in second, with 20%, while Pandora trails in third place, with 13%. That’s a radically different picture from 2013, when the US had 86 million weekly digital audio listeners, Pandora was their top platform by a wide margin, and Spotify attracted a single-digit share of that base. More like this:. Report: US Podcast Advertising 2022.

Thirty percent of the adult population were Spotify listeners, followed by YouTube Music (15%), Apple Music (12%), Amazon Music (9%), CBC Music (8%), SoundCloud (7%), Stingray (6%), and iHeartRadio (2%), according to Edison Research’s survey. A contributing factor to this dominance is that other US audio streamers do not operate in Canada, namely Pandora.

Bloomberg reported that YouTube, which hired its first podcast executive last fall, is offering to pay podcasters up to $300,000 to upload video podcasts to its platform. Video podcasts on YouTube receive twice the views that podcasts with static images do, according to a YouTube pitch deck obtained by Podnews. YouTube is considering creating a homepage for podcasts, per Podnews.

In combination with greater smart TV penetration in Canada, a larger share of viewing will move to streaming apps like YouTube. Trend: Food and Grocery Delivery Cross the Chasm. Food service apps are now mainstream in Canada.

YouTube Premium isn’t exclusively used for audio listening, but we included it in this forecast because most users who pay for YouTube use it to listen to music or podcasts at least once per month. Our YouTube Premium metric combines YouTube Premium and YouTube Music.

This year, one-tenth of US internet users will subscribe to YouTube Premium. Our forecasts includes subscribers to YouTube Premium and YouTube Music. (In September, Google disclosed that audio listening accounts for one-fourth of all time spent with YouTube.).

Time spent with digital audio has increased thanks to the emergence of streaming services like Spotify, Apple Music, Google Play Music, SoundCloud, Stingray, Amazon Music, iHeartRadio, and Radioplayer Canada, which have expanded the digital listening menu. YouTube is also a go-to platform for podcasts.

On today's episode, we discuss which pandemic-related behaviors will stick around, whether newsletters can replace local newspapers, YouTube and the music streaming wars, how you can master the intimacy of the inbox, why Amazon is opening a salon, the first movie to ever release a soundtrack, and more. Tune in to the discussion with eMarketer analysts Nina Goetzen and Blake Droesch, and principal analyst at Insider Intelligence Jillian Ryan.

Gen Z’s media consumption skews heavily toward short bursts of content viewed on smartphones (particularly via Instagram, Snapchat, TikTok, and YouTube) as opposed to lean-back viewing on connected TVs. This youngest generation is heavily invested in audio platforms like Pandora, Spotify, and YouTube Music.

Following an announcement from YouTube Premium that they've hit 50 million subscribers worldwide, we have updated our US forecast to reflect the platforms uptick. We now forecast YouTube Premium will hit 29.5 million US subscribers by year-end 2021.