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Apple Podcasts
A brand new examine has discovered that Apple Podcasts faces a big decline as YouTube and Spotify solidify themselves within the area.
There was a time when Apple Podcasts was the place to hearken to podcasts, controlling 27% of the market as just lately as March 2021. However now that the market has expanded with different streaming platforms, plainly Apple Podcasts is turning into considerably of a ghost city.
In October 2021, Spotify overtook Apple as the highest US podcast platform, marking the primary time the Cupertino tech large had been dethroned within the podcast area. Spotify had managed to snag 24% of the podcast market, whereas Apple clung to 21%.
Three years later, YouTube has grow to be the first method Individuals get their podcasts. In accordance with Cumulus Media and Sign Hill, a powerful 31% of podcast listeners now get their podcasts on YouTube. Actually, 47% of podcast listeners between the ages of 18-34 primarily hearken to their podcasts on YouTube.
Spotify now holds 21% of listenership, with 47% of that base falling between the ages of 18 and 24.
Apple has a slipping grip on 12% of the market. Not like YouTube and Spotify, Apple holds a majority of listeners within the 35-49 age bracket.
Apple remains to be immensely widespread with what Cumulus Media and Sign Hill name “Postcast Pioneers,” or individuals who started listening to podcasts 4 or extra years in the past. Newcomers, nonetheless, appear to strongly want YouTube.
And, no matter when a listener started listening to podcasts, “heavy customers” — those that hearken to greater than six hours of podcasts every week — appear to want YouTube over all different platforms.
There are a variety of causes for Apple’s decline. One main purpose is the truth that Apple Podcasts hasn’t been obtainable on Home windows or Android units, limiting its attain. Nevertheless, in mid-August, Apple made its podcast library obtainable on-line.
Nonetheless, it will not be sufficient. Because it seems, one of many largest promoting factors for YouTube is video podcasts, which have boomed in reputation over the previous few years. The examine exhibits that almost 10% of weekly podcast listeners completely watch video podcasts. Whereas Apple Podcasts has supported video for practically twenty years, the platform has by no means closely publicized the function.
YouTube can also be widespread with those that hear on laptop computer and desktop platforms. It additionally gives a remark part, which 18% of its listeners say is a driving purpose to make use of it over others. Moreover, many customers level out that YouTube is their one-stop store for data and leisure.
Whereas Apple’s grip could also be slipping on the podcast market, the corporate continues to innovate the platform. In March 2024, Apple added auto-generated transcripts in its cell Apple Podcasts app.
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