The term “podcast” is a portmanteau of “iPod” and “broadcast,” indicating the historical connection to Apple. However, the study shows that the podcast landscape has changed dramatically since Apple popularized the medium in 2005 with the release of iTunes 4.9. YouTube is now the most popular platform for podcast consumption in the U.S., with 31 percent of respondents citing the platform as their first choice. Spotify follows with 21 percent, while Apple Podcasts has fallen to third place with just 12 percent market share.
Quickread: At a glance
- Apple Podcasts is losing market share to YouTube and Spotify.
- Video podcasts and platform availability are key topics.
- Apple needs to develop new strategies to catch up.
This is in stark contrast to Apple’s position a few years ago. In July 2019, 29 percent of weekly podcast listeners still primarily used Apple Podcasts. Several factors contribute to the decline in popularity. Apple Podcasts did not generate any direct revenue until 2021, when the company introduced podcast subscriptions, of which Apple receives a share.
Another issue is that Apple Podcasts has not been available on Android or Windows devices, which has limited its reach. The launch of an Apple Podcasts web app could partially solve this problem.
The increasing popularity of video podcasts gives platforms like YouTube a significant advantage, while Apple Podcasts has shown little initiative in this area. It remains unclear whether the company is working on any major updates or features to better compete with the more visual offerings of YouTube and Spotify.
Despite the decline, Apple Podcasts still has the advantage of being pre-installed on all Apple devices, meaning a large potential user base. However, Apple may need to rethink its strategy, for example by placing more emphasis on video podcast content, providing additional monetization options for podcast creators, and attracting new and younger listeners.
In iOS 18, the Podcasts app now displays chapter segments of a podcast as you scroll through an episode in progress, making it easier to navigate through the audio content. However, there are no major new podcast features in the latest version of Apple’s mobile operating system.
A podcast is a digitally available audio or video format that can be accessed regularly. The term comes from “iPod” and “broadcast”. Podcasts are very popular because they are available on-demand and often free of charge.
