YouTube Is The Top Preferred Platform For Podcasts

AI YouTube Is The Top Preferred Platform For Podcasts Johan Moreno Contributor Opinions expressed by Forbes Contributors are their own. May 27, 2022, 06:22pm EDT | Share to Facebook Share to Twitter Share to Linkedin LONDON, UNITED KINGDOM – JUNE 4: Detail of the YouTube logo outside the YouTube Space studios in . .

. [+] London, taken on June 4, 2019. (Photo by Olly Curtis/Future via Getty Images) Future via Getty Images YouTube is the top preferred platform to listen to podcasts, according to a recent survey conducted by voice actor marketplace Voices.

The company recently fielded a survey to 1,002 podcast listeners in the U. S. between the ages of 18 to 69 to unlock new insights about American podcast listening habits and trends.

57. 8% of the survey’s respondents preferred to listen to shows on the Google-backed video sharing platform. Podcasters will often upload full video podcast episodes to YouTube, which serves as both a distribution and marketing channel.

However, YouTube only allows Premium members to listen to audio on-the-go with the display locked and on in the background, a disadvantage for a widely used podcast player. But it appears that the company may be taking a turn: The company appointed its first executive, Kai Chuk, that would oversee podcasts on the platform last October. Following YouTube was Spotify, preferred by 53.

6% of listeners. Spotify has also taken steps to expand availability of video podcasts. 41.

1% of listeners use Apple Podcasts, followed by Google Podcasts with 37. 9%. Amazon’s decision to integrate podcasts into Audible appears to have paid off, as 29.

7% of respondents said they listened to podcasts on the app. The report also shared insightful data points about how YouTube podcast listeners respond and engage to ads. 70% of YouTube listeners prefer live-read ads to pre-produced spots.

There is also a desire from half of all listeners for YouTube podcast ads to be more personalized and relevant to the podcast they’re listening to. MORE FOR YOU Black Google Product Manager Stopped By Security Because They Didn’t Believe He Was An Employee Vendor Management Is The New Customer Management, And AI Is Transforming The Sector Already What Are The Ethical Boundaries Of Digital Life Forever? NEW YORK, NY – SEPTEMBER 28: (L-R) Host and Senior Tech Correspondent for Marketplace Molly Wood, . .

. [+] Host and Editorial Director TED Radio Hour Guy Raz, Creator and Host This American Life Ira Glass, and President and CEO National Public Media Gina Garrubbo speak onstage at the The On Demand Audio and Podcast Revolution: Building Passionate Audiences And Great Resonance For Brands panel during Advertising Week 2015 AWXII at Lucille’s at B. B.

King Blues Club and Grill on September 28, 2015 in New York City. (Photo by Paul Zimmerman/Getty Images for AWXII) getty Two of five YouTube listeners prefer their ad in the middle of the podcast during a break, while two of three YouTube listeners want their podcast ads to be “obviously” an ad, an interesting commentary on the blurring line between advertisements and content. 64% of listeners also reported looking for more engaging, interactive ads from advertisers.

Figuring out ad lengths is crucial for both podcasters and the platform, as on average, a YouTube listener will turn off a podcast if an ad is longer than 38 seconds. But if done correctly, YouTube podcast advertising is effective in getting listeners to spend: YouTube listeners spent an average of $143 on purchased from podcast ads, higher than the industry average of $133. Follow me on Twitter or LinkedIn .

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