Apple Podcasts Losing Market Share to YouTube and Spotify

[MacRumors]

Apple Podcasts, once the dominant platform for podcast listening, is experiencing a significant decline in popularity as competitors like YouTube and Spotify gain ground, according to a recent study by Cumulus Media and Signal Hill Insights.

"Podcast" is a portmanteau of "iPod" and "broadcast," indicating the format's indebtedness to Apple. However, the study reveals that the podcast landscape has changed dramatically since the company first popularized the medium in 2005 with the release of iTunes 4.9. YouTube is now the most popular platform for podcast consumption in the United States, with 31% of respondents reporting it as their primary choice. Spotify follows at 21%, while Apple Podcasts has dropped to third place with only 12% of the market share.

This is in stark contrast to Apple's position just a few years ago. In July 2019, 29% of weekly podcast listeners primarily used Apple Podcasts. Several factors appear to be contributing to Apple Podcasts' waning popularity. Apple Podcasts didn't generate direct revenue for the company until recently, when in 2021 it introduced podcast subscriptions, of which Apple takes a cut.

Additionally, Apple Podcasts was historically not available on Android or Windows devices, limiting its reach, although the launch earlier this week of an Apple Podcasts web app may go some way to mitigate this issue.

The rising popularity of video podcasts has also given platforms like YouTube a significant advantage, while Apple Podcasts has shown no willingness to push video at all. Indeed, it's unclear whether the company is working on any major updates or features to compete more effectively with the more visual take on the medium offered by YouTube and Spotify.

Despite the decline, Apple Podcasts still has the advantage of coming pre-installed on all Apple devices, giving it a large potential user base. However, Apple may need to rethink its strategy by emphasizing video podcast content, adding more monetization options for podcasters, and attracting new and younger listeners to the platform.

In iOS 18, Apple's Podcasts app now shows chapter segments of a podcast when you scrub through a currently playing episode, making it easier to browse through the audio content, but there are no major new podcast features in the latest version of Apple's mobile operating system.

Article Link: Apple Podcasts Losing Market Share to YouTube and Spotify

 

[dominiongamma]

When Apple barely touches its own apps, I cant say I’m shocked people using better apps in place to get podcast

 

[Mrkevinfinnerty]

Yep. Hence the web app this week.

 

[orev]

The Apple Podcasts app has always been confusing to use. They need to fix the UX issues at minimum. I'm surprised it ever had significant market share given how much better other apps are like Overcast and Pocket Casts. They must have been relying on the "default app install" momentum for a long time.

Isn't a "video podcast" just a "video" at that point? Podcasts are things you want to listen to while doing other things like driving or chores. Once you're sitting down to watch a video, you're just watching a show at that point.

 

[MilaM]

Apple neglected the Podcasts app for too long. After years of battling with different bugs and inconsistencies I finally switched to Overcast and am very happy with it. There are other good alternatives off course.

 

[dwaltwhit]

When Apple barely touches its own apps, I cant say I’m shocked people using better apps in place to get podcast

I love the competition factor. Hopefully it kicks apple into gear. I listen to podcasts almost exclusively while driving so video doesn't move the needle for me. I have a hand full of podcasts that a rotate through, so I really don't feel like I need much more than what the app has now.

 

[MiniApple]

Logical that a decline happens when the App or service isn't better than competing Apps and services...

• since earlier in the year I get local ads for 3 foreign freely available podcasts.
• I've asked one podcaster directly and he said he doesn't know anything about it.
• the same podcasts are ad-free on other iOS podcast Apps and other platforms.
• the only conclusion then is, it must come from Apple (podcasts) directly, hence why I'm currently evaluating other podcast apps to switch too.

 

[klasma]

Well, good old RSS ist still the best. Using iCatcher here. Though YouTube can sometimes have useful comments.

 

[eltoslightfoot]

Logical that a decline happens when the App or service isn't better than competing Apps and services...

• since earlier in the year I get local ads for 3 foreign freely available podcasts.
• I've asked one podcaster directly and he said he doesn't know anything about it.
• the same podcasts are ad-free on other iOS podcast Apps and other platforms.
• the only conclusion then is, it must come from Apple (podcasts) directly, hence why I'm currently evaluating other podcast apps to switch too.

I thought the local ads were some kind of thing from the podcaster. I didn't even think it could be coming from Apple. Hmmm.

 

[BigBellyBelcher]

Wow 100% forgot about the Podcasts app. Can I remove it?

 

[headlessmike]

Logical that a decline happens when the App or service isn't better than competing Apps and services...

• since earlier in the year I get local ads for 3 foreign freely available podcasts.
• I've asked one podcaster directly and he said he doesn't know anything about it.
• the same podcasts are ad-free on other iOS podcast Apps and other platforms.
• the only conclusion then is, it must come from Apple (podcasts) directly, hence why I'm currently evaluating other podcast apps to switch too.

The adds are inserted by the (usually third party) service hosting the podcast based on the listener's location and localization settings.

 

[brandoman]

Many years ago I used this app ALL the time. Then they changed it, making it more confusing and more difficult to use. I turned elsewhere. I'm surprised it has lasted this long.

 

[mrj101]

My main issues are some episodes won’t play despite working on other apps. And the search option vanishes when I’m using it on a iPad.

 

[slomtbr]

When I find a podcast, I want to listen to episodes oldest to newest.
Why can't the app also download oldest to newest? I have to download episodes manually, or give in.
Again, it's Apple telling me what I want to listen to.

 

[dominiongamma]

I thought the local ads were some kind of thing from the podcaster. I didn't even think it could be coming from Apple. Hmmm.

Same here ! Always assumed the creators had to get sponsors

 

[headlessmike]

Isn't a "video podcast" just a "video" at that point? Podcasts are things you want to listen to while doing other things like driving or chores. Once you're sitting down to watch a video, you're just watching a show at that point.

Video podcasts were one of the selling points for the 5th gen iPod back in 2005.

 

[spaxxedout]

I’m a big fan of SwiftUI and like the purple on black color scheme in dark mode. I think a fun feature would be to enable live podcasts, or at least premieres where fans could listen at the same time. You could also use AI to separate presenters into discrete audio channels and present the product in Spatial Audio.

 

[contacos]

Didn't even know YouTube focuses on podcasts. Is there like a YouTube Podcast app or do people just hit play on a video podcast?

 

[CloneBB]

I use the podcast app daily. It works fine and it is free.

 

[NufSaid]

I think it works well. There are some improvements they could make..both the music app and podcast require way too many clicks.

BUT Apple should look back and realize they missed BIG in not purchasing Spotify and instead purchasing (I can't even remember the name).

 

[PsykX]

Maybe this is why they've invested more effort in the last year than in the last 10 years before combined.
I still find the app a bit un-intuitive I've gotta say.

Changes I'm looking for :

1. General UI. I always find myself searching for the podcasts I am subscribed to. Once you listen to stuff, it kind of "disappears". That gets me confused.
2. Customize player behavior. Since they are presented from most recent to older, I always end up listening to the most recent and then it switches to another podcast completely. I would like to be able to change this behaviour - I want to play from most recent to older, and stay within the same podcast.
3. Video Podcast Support. As the article mentions, I think this is exactly why YouTube is gaining a lot of traction. Of course if there's some visual, it's going to be much more interesting. Some of the Podcasts I listen to, are also on YouTube but with video as a bonus. Of course I prefer watching it in video format.
4. Follow transcriptions. I'd like the podcast to follow the transcription as it plays. Kind of like Apple Music does with the Lyrics.

 

[Madonepro]

As someone who for years used Apple Podcasts, but made the switch to Spotify, here's the reason why! The user interface is appalling, and so outdated. Constantly throwing up suggestions for shows, that I've stopped following, and to listen to podcasts I've listened to already. I like that it's a stand alone app, which doesn't cost, but it's unbearable to use.

 

[Devnul0]

When I find a podcast, I want to listen to episodes oldest to newest.
Why can't the app also download oldest to newest? I have to download episodes manually, or give in.
Again, it's Apple telling me what I want to listen to.

This. Apple Podcast's idea of “automatically download next episode” does not mean the next one you want to listen to when you've set listening order to be oldest → newest. I've been burned by this when traveling in places without cell service. I've filed bug reports/feature requests, too. It's not a difficult concept to understand and yet they just can't wrap their heads around it, and people ditch the app for other podcast apps, which lead them to other podcast providers, too.

 

[WarmWinterHat]

I’m a big fan of SwiftUI and like the purple on black color scheme in dark mode. I think a fun feature would be to enable live podcasts, or at least premieres where fans could listen at the same time. You could also use AI to separate presenters into discrete audio channels and present the product in Spatial Audio.

I would throw my iPhone out a moving car's window if a podcast came though in spatial audio.. 🤮

Anyway, the app is fine but sure does need a lot of hand-holding if you want to listen to your podcasts in a specific way, and not just in order of delivery, from newest to oldest. Trim-silence would be a giant plus, as well. I used to listen to podcasts all the time, but I'm down to just a couple now, so it's fine for what I do. "This American Life" and "Stuff You Should Know" are the only ones left in my queue.

Video podcasts? Never seen one or even knew it was a thing.

 

[Seanm87]

As others have mentioned isnt the point of a podcast that is audio, so you can do other things while listening? Never saw the appeal of watching people talk to each other when their words are the only important thing.