YouTube overtakes Spotify as UK’s leading podcast platform, research finds

The study found that 29% of weekly podcast listeners aged 15 and older in the UK use YouTube as their primary platform for podcasts, compared with 28% who prefer Spotify, indicating a closely contested market.

The findings represent a setback for Spotify, which has spent more than US$1 billion expanding its podcast business in recent years. The company has invested in podcast production, video capabilities and acquisitions, including The Ringer, Gimlet Media, Anchor, Parcast and advertising platform Megaphone.

Spotify has also signed a series of high-profile podcast deals over the years, including agreements with Joe Rogan, Alex Cooper, Kim Kardashian, Barack and Michelle Obama, and Prince Harry and Meghan Markle. The company previously reported growth in podcast revenue following those investments.

However, Spotify later revised its podcast strategy after founder and former chief executive Daniel Ek acknowledged that several expensive exclusive agreements had affected the company's profit margins. The shift resulted in cost-cutting measures, cancelled productions and layoffs, as Spotify moved away from signing exclusive podcast contracts.

Edison Research said the growing popularity of video podcasting has contributed to YouTube's rise in the sector.

“A few years ago, YouTube might have seemed like an unlikely platform for podcasts. But as the world of podcasting evolves, many podcasters have embraced video podcasting, recording their shows in both audio and video formats,” Edison Research said.

“Not only can podcast consumers listen to episodes, but they can also watch video versions of their favourite shows. As video and audio content continue to overlap, creators and listeners are benefitting from more dynamic and engaging experiences.”

The UK figures follow a similar trend in the United States. Edison Research reported in late 2024 that 31% of weekly podcast listeners aged 13 and older in the US primarily used YouTube for podcasts, making it the country's leading podcast platform.

The latest findings highlight the growing role of video in podcast consumption, an area where YouTube has maintained a significant advantage. While Spotify has expanded its support for video podcasts, it continues to compete with a platform that already has a large and established audience for video content. Some Spotify users have also expressed a preference for the service to remain focused on music and audio, rather than increasing its emphasis on video podcasts.