YouTube offers greater potential for podcasters in terms of monetization and international audience growth:
from Futuri Media/University of Florida cited by The Verge, YouTube is actually ahead of dominant podcast players in certain markets: For example, 43% of monthly podcast listeners say they went to YouTube for podcasts in the past year, ahead of both Apple and Spotify .YouTubers and podcasters alike have been using the platform to cross-promote their audio shows, and it's possible YouTube eventually creates a dedicated section to further promote this behavior.
YouTube could eventually double down on this natural momentum by building out a designated site or app section that makes podcasts easier to find, similar to what Spotify and Apple Music have each done for podcast content. Additionally, YouTube's massive audience — now with 2 billion logged-in users worldwide — could bring in more listeners than creators might have accessed through other platforms. For instance, Spotify has just 230 million monthly users worldwide — only about a tenth of YouTube's user base. And beyond its reach alone, YouTube is more accessible to those who don't speak English because of its subtitles feature.
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