Podcasts have become a staple in our daily lives, from providing us with the latest news to keeping us entertained during our commute. With millions of listeners worldwide, the competition among podcast platforms is fierce. The big players in this realm are YouTube, Spotify, and Apple Podcasts, each boasting a significant share in the podcast market. Recent data from Morning Consult reveals that YouTube holds the lion’s share with 33% of listeners, followed by Spotify with 24%, and Apple Podcasts with 12%. Other platforms like Pandora, Amazon Music, iHeartRadio, SiriusXM, and Stitcher each hold less than 10% of the market share.
The success of YouTube and Spotify is attributed to their unique data and insights into listener demographics, a crucial tool for hosts and creators to tailor their content to their core audience. Apple, on the other hand, has been notoriously cautious about sharing user data and has kept its podcast and music apps separate, a move that has been seen as cumbersome by users. However, this tech giant has been brewing a solution to at least one of these issues, aiming to provide more valuable insights to content creators and podcasters. Starting August 21, Apple will allow creators to access audience insights through analytics tools, a feature offered via subscription.
The Podcast Playground: YouTube, Spotify and Apple Battle for Listener Ears
Podcasts have become an integral part of everyone’s daily routine. Whether it’s catching up on the news on your morning commute, enjoying an episode during dinner, or following a favorite series religiously, podcasts have carved a niche in our media consumption habits. According to Morning Consult, a majority of the global podcast listeners are funnelled through three main platforms: YouTube, Spotify, and Apple Podcasts.
The Big Three in Podcasting
Statistics reveal that 33% of listeners tune in via YouTube, while Spotify and Apple Podcasts hold 24% and 12% of the market share respectively. Other platforms like Pandora, Amazon Music, iHeartRadio, SiriusXM, and Stitcher trail behind with less than 10% share each. YouTube and Spotify’s dominance can be attributed to their unique data insights into listening demographics, which are essential for creators and advertisers. Apple, on the other hand, has been reticent about sharing user data, preferring to keep it in-house for proprietary use.
The Apple Dilemma
Unlike its competitors, Apple has historically maintained separate apps for its music and podcast services, a practice that could be inconvenient for users who consume both spoken and musical content. Switching between two apps for services that Spotify or YouTube offer within a single platform can be a deterrent, especially for on-the-go users.
Apple’s New Offering for Creators
In a bid to address these concerns and offer more to content creators, Apple is set to roll out a new feature. Starting August 21, Apple will allow podcast creators to access audience insights through analytics tools, albeit for a subscription fee. This tool is facilitated by Linkfire, an entertainment marketing and analytics platform.
According to the official announcement, creators can use Linkfire to generate an unlimited number of smart links to landing pages for their podcasts. The platform will also help creators measure listener engagement while respecting privacy. Additionally, it offers features to connect listeners to shows and subscriptions on Apple Podcasts, link to their shows on other apps, and feature related products such as social channels, newsletters, merch stores, and live events.
The Road Ahead
The features available will depend on the plan chosen by the creators. Linkfire will provide insights into audience trends, growth, premium offering subscriptions, free trial usage, and listener conversion rates. This service will be available to all creators on Apple Podcasts, with "additional features" coming this fall for $9.99 per month.
While Apple’s new tool is a promising development for creators, it remains to be seen whether it can help Apple close the gap with YouTube and Spotify. The key to success in the competitive podcast market lies not only in offering unique features but also in ensuring listeners’ convenience and privacy. Apple’s move to provide audience insights is a step in the right direction, but its decision to keep music and podcasts separate may continue to be a stumbling block. Ultimately, the podcast platform war will be won by those who best understand and cater to the needs of both listeners and creators.