Photo Credit: Nicolas J Leclercq

YouTube has achieved a significant milestone as television (TV) becomes its primary viewing platform in the United States, surpassing mobile devices. According to Nielsen data, YouTube has maintained the top position in streaming watch time for two consecutive years.

Video podcasts are the key driver behind this growth. A prime example is Joe Rogan's interview with President Trump, which accumulated 55 million views. YouTube has emerged as the most popular platform for podcast consumption in the United States, prompting the company to develop new features supporting podcasters, enhance monetization options, and improve podcast discovery.

This success has sparked competition from other streaming giants. Spotify introduced uninterrupted video podcasts in November 2024, reporting a 50% year-over-year growth in video podcast consumption. According to Gustav Söderström, Spotify's Co-President & Chief Product Officer, video podcasts represent the fastest path to success on their platform.

Netflix is also entering the video podcast market, seeking deals with podcasters to capitalize on YouTube's TV dominance. The company previously approached Alex Cooper of "Call Her Daddy," though she ultimately signed with SiriusXM for up to $125 million. Business Insider reports that Netflix executives have become more receptive to talk-based video shows, recognizing their potential on the platform.

The format's popularity is particularly strong among younger audiences, with Edison Research finding that 89% of Gen Z podcast listeners engaged with video podcasts in 2024. YouTube reports 400 million hours of podcast viewing in 2024, with television being the primary consumption device. Video podcasts offer streaming platforms a cost-effective content option compared to traditional TV shows while maintaining strong viewer engagement.

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