YouTube and Spotify are now leading the way in podcast listening, with video versions helping podcasts reach wider audiences, according to Ofcom’s latest Media Nations report.
The annual study of UK media habits shows that 93% of adults listen to audio each week, with music streaming and podcasts playing a major role in the mix, especially for people under 35.
Among those aged 15-34, more than half (58%) of their listening time is now spent with podcasts or streamed music, up from just 40% in 2019.
The report highlights how YouTube is becoming an increasingly dominant destination for both video and audio content.
Nearly half of UK adults (47%) now use the platform as an online audio service, placing it ahead of Spotify (36%) and BBC Sounds (24%). For young adults, YouTube is also becoming the first place they turn when they switch on the TV, with one in five children aged 4-15 going straight to the app.
A key factor behind YouTube’s rise is the growing popularity of video podcasts. Many creators are now releasing full-length video episodes alongside audio versions, allowing fans to engage on whichever platform they prefer.
As a result, podcasts are becoming more visible and accessible, with platforms like Global Player and Spotify also supporting video alongside traditional formats.
Older adults are increasingly embracing YouTube too. Among over-55s, daily YouTube viewing on TV sets has nearly doubled in the past year, from six minutes in January 2023 to 11 minutes by December 2024.
Ed Leighton, Interim Group Director for Strategy and Research at Ofcom, said: “Public service broadcasters are recognising this shift – moving to meet audiences in the online spaces where they increasingly spend their time. But we need to see even more ambition in this respect.”
As broadcasters adapt to the rapid changes in viewing and listening habits, podcasts appear to be firmly embedded in the UK’s media future – both on screen and in our ears!
Read more in Ofcom’s annual Media Nations report
