When we think of podcasts, we often think of them in their audio form. We listen to podcasts—but thanks to YouTube, we’re now watching them, too. According to the Morning Consult, 46% of active monthly podcast listeners say that they’d rather watch podcasts as they listen instead of just listening. More than half said that they enjoyed seeing the physical expressions of hosts, while 50% also said that watching the podcast helps them focus more.
Is it time for you to launch your podcast on YouTube? Let’s unpack the reasons why you should use YouTube for your podcast—and why YouTube might not be the place for your podcast.
5 Reasons to Start a YouTube Podcast
1. YouTube is the most popular podcast-listening service.
If you’re looking to grow your podcast, YouTube can be an excellent place to start. According to Edison Podcast Metrics, the only podcast measurement service that tracks listening instead of downloads, more than 30% of weekly podcast listeners aged 13 and up say that YouTube is the service they use the most to listen to podcasts, beating out Spotify at 27% and Apple Podcasts at 15%.
2. Younger podcast listeners embrace multimedia.
Studies show that Gen Z is the fastest-growing generation of podcast listeners. To appeal to Gen Z listeners, you might consider using multiple podcast formats. According to Edison Research and SXM Media’s Gen Z Podcast Listener Report, more than 80% of Gen Z monthly podcast listeners have consumed a podcast with both an audio and video component.
Nearly 50% of Gen Z monthly podcast listeners say that adding a video format to a podcast helps listeners better understand context and tone through being able to see facial expressions and gestures, while 45% say that video podcasts make them feel more connected to the podcaster.
3. A YouTube video podcast can improve your discoverability.
Not only is YouTube the second-most popular social media platform after Facebook, but it’s also the second-largest search engine after Google. According to a survey by Forbes Advisor and Talker Research, more than half of people use YouTube to search for information the way that they use Google.
The movement to use social media as a search engine has been growing, mainly thanks to younger generations, like millennials and Gen Z, who make up a significant portion of the podcast-listening audience. More than 45% of Gen Zers and 35% of millennials prefer to search online via social media over traditional search engines like Google.
4. Traffic for YouTube is diverse.
If you’re worried your podcast might be too niche for YouTube, you can take heart knowing that the most popular content on YouTube is pretty diverse. The top four content categories on YouTube by viewership are comedy, music, entertainment, and educational or how-to content.
While the top four are already pretty diverse, you’ll find that YouTube really does have a place for everything. From homesteading to ASMR to political commentary, YouTube has grown channels for all types of content. It’s also worth noting that two of the biggest YouTube content categories, comedy and entertainment, are also the two podcast topics that are most popular with listeners.
5. You open yourself up to a huge, global audience.
About 95% of the global internet uses YouTube. If you’re not sharing your podcast on YouTube, you’re missing out on a massive audience. There are more than 2.7 billion active users on YouTube. It’s the No. 1 video-sharing platform in the world. The number of people on YouTube is also continuing to grow year after year.
2 Reasons a YouTube Podcast Might Not Be for You
1. Your audience may not be on YouTube.
We’ve spoken a bit already about how younger generations are avid podcast listeners and also active YouTube users. But your podcast may not be geared toward younger generations. The good news is that YouTube does have viewership representations from all age groups, but it’s clear that the biggest groups on YouTube are Gen Z and millennials, with both coming in at around 25%.
In comparison, Gen X makes up about 20%, and Baby Boomers make up only 15%. This difference is less than on, say, TikTok, where Gen Z makes up 44.7%, and Baby Boomers make up only 6.3%, but it does go to show that podcasts geared toward younger generations may do better on YouTube compared to older generations.
2. You don’t feel comfortable with a video component.
Some people simply don’t like being on camera. Not all people who podcast are comfortable being filmed. That’s okay! You can still find your audience without using YouTube, and there are plenty of podcast mediums out there that people use.
If you’d rather not be on camera, don’t force yourself. You might find yourself feeling less inspired to keep making your podcast if you have to do something you don’t want every time you make an episode, like filming yourself. Making your podcast should be an enjoyable experience, not only for your listeners but also for yourself. So, choose the format that makes you happiest.
Why You Shouldn’t Forget an Audio Format
The fact of the matter is that 46% of U.S. podcast listeners listen and watch podcasts, but 42% just listen. So, while watching podcasts has become a popular pastime, you’re still going to have an audience for an audio format. Moreover, one of the top reasons people listen to podcasts is because they want to listen while doing something else, which is not an option if they need to sit and watch. Having that audio format lets them listen while staying focused on other tasks. However, the best way to target both types of listeners is to utilize both video and audio formats.
Using a podcasting platform and audio tools, like Podcast.co’s suite of features, enables you to create that audio format complementary to your YouTube podcast. Having both a video and audio format lets listeners choose how they want to listen, and having more choices means opening yourself up to a bigger audience. Check out our expert advice on increasing listenership and engagement on your podcast to help you develop your own sound and brand.
