As a clear milestone in the rise of video-native podcast consumption, we learn from Edison Research that YouTube has become the most used service for podcast listening in the UK.
As shown in the graphic below, it has been a steady upward march for YouTube since 2023 at least, incrementally taking share from former leader Spotify.
YouTube’s supremacy in podcast listening was more quickly established in the U.S., where it rose to #1 in 2024 (as reported by Edison HERE.