How YouTube’s billion-listener boom is shaking up audio streaming war

New Delhi: YouTube, once known for viral cat videos and music clips, has now emerged as a major force in the podcasting world. 

The platform recently revealed that over one billion people tune into podcasts on YouTube every month, shaking up the competitive streaming industry.

In 2024, YouTube users streamed more than 400 million hours of podcasts monthly on living-room devices, reinforcing its growing influence in the space.

This unexpected rise has intensified competition among streaming giants. Spotify, which has aggressively expanded its podcast catalog, now faces a formidable rival, while Apple Podcasts, the original podcasting pioneer, may need to rethink its strategy.

YouTube’s rapid success in podcasting isn’t accidental. Several key factors have contributed to its dominance:

• Vast user base: With billions of active users, YouTube offers podcast creators a massive built-in audience.
• Seamless interface: The platform’s intuitive design makes it easy for users to discover and engage with podcast content.
• Diverse content library: From entertainment to deep-dive discussions, YouTube caters to a broad spectrum of interests.
• TV integration: The ability to watch podcasts on smart TVs enhances the experience and extends reach.

The platform’s strategic shift began in 2021 when Kai Chuk was appointed Head of Podcasts, accelerating YouTube’s integration of audio and video storytelling. Today, podcasts thrive not just on mobile and desktop but increasingly on TV screens, making YouTube a powerhouse in hybrid media consumption.

The demand for video podcasts has skyrocketed, with audiences preferring to watch hosts and guests rather than just listen. Shows like The Joe Rogan Experience, Club Shay Shay, and The Lex Fridman Podcast have played a pivotal role in this shift, blending long-form conversations with dynamic visuals that resonate with YouTube’s 2.7 billion users.

As YouTube leans into its video-first approach, the effects are already rippling across the $25 billion podcast industry.

For creators, YouTube offers monetisation through the YouTube Partner Program, requiring 1,000 subscribers and 4,000 public watch hours in the past year (or 10 million Shorts views). Once approved, creators earn a 55% share of ad revenue from video podcasts, alongside income from Super Chats—live viewer donations starting at $1—and channel memberships, priced from $0.99 to $499.99 monthly, with YouTube taking a 30% cut of these additional streams.

Meanwhile, Spotify isn’t backing down. The Swedish streaming giant, which reported 100 million regular podcast listeners in 2023, saw 250 million users engage with video podcasts by November 2024—a clear signal that video is reshaping the podcasting landscape. In January 2025, 

Spotify launched its Partner Program in the US, UK, Australia, and Canada, offering payouts to video podcasters based on engagement metrics like views and watch time, with creators earning a 50% share of ad revenue. 

Additionally, Spotify allows podcasters to offer subscriptions through its platform, with pricing options like $2.99, $4.99, or $7.99 monthly, taking a 5% cut of subscription earnings after 2023 (previously zero), while creators can also earn from dynamically inserted ads via the Spotify Audience Network.

As podcasting evolves into a hybrid audio-visual experience, the rivalry between YouTube and Spotify will shape how creators and audiences engage with the medium. 

With both platforms doubling down on video, the battle for dominance in the podcast industry has never been more intense.