YouTube has announced that it has surpassed 1 billion monthly active podcast viewers, further cementing its dominance in the podcasting space and posing significant competition to rivals like Spotify and Apple Podcasts.

This milestone highlights the growing popularity of video-first formats in the podcast industry, with consumers increasingly preferring to watch their favorite podcasts rather than just listening to them. Last year, YouTube reported that over 400 million hours of podcast content were watched on living room TVs, underscoring the platform's appeal in the space.

YouTube's biggest rival in the podcast industry, Spotify, has taken notice of the platform's success and is adapting its strategy to keep up. In November 2024, Spotify began paying popular video hosts, marking a significant shift towards video-first podcasting. This move is likely aimed at attracting more hosts and users to the platform, which has traditionally focused on audio content.

YouTube's success in podcasting can be attributed in part to its ability to share billions of dollars in ad revenue with creators. This revenue-sharing model has proven attractive to podcasters, many of whom have flocked to the platform in search of greater monetization opportunities. Spotify's decision to pay video hosts may be an attempt to level the playing field and lure creators away from YouTube.

In addition to its milestone announcement, YouTube also revealed plans to implement changes to mid-roll ads aimed at enhancing the viewing experience for users. Beginning May 12, the platform will place mid-roll ads at appropriate break points in videos, such as pauses and transitions, rather than disrupting videos with an ad in the middle of a conversation or action sequence. This move is likely intended to improve user engagement and increase ad revenue for creators.

The implications of YouTube's dominance in podcasting are far-reaching, with the platform's success likely to influence the broader audio and video technology landscape. As more users turn to video-first formats, other platforms will need to adapt to remain competitive. Apple Podcasts, in particular, may need to reassess its strategy in light of YouTube's success.

Looking ahead, it will be interesting to see how YouTube's rivals respond to its growing dominance in podcasting. Will Spotify's shift towards video-first podcasting be enough to catch up to YouTube, or will the platform need to make further changes to remain competitive? One thing is certain: the battle for supremacy in the podcasting space is heating up, and users are likely to be the ultimate beneficiaries.