With over 1 billion people watching podcasts on YouTube each month, the platform has officially dethroned Spotify and Apple Podcasts as the top destination for podcasts in the US.
Turns out a lot of folks prefer podcasts they can watch as well as listen to (I’m one of them).
If you’re a real estate agent looking to stay ahead of the curve, this shift is about more than just trends—it’s about adjusting your marketing strategies to where the audience is going.
Here’s what you need to know as a real estate content creator.
YouTube’s Surge in Podcasting: A Pandemic-Driven Shift
Tim Katz, YouTube’s Vice President for Partnerships, admits that podcasts weren’t a priority for YouTube until the pandemic hit. The platform was slow to support the medium, but once it recognized the organic growth of podcasts, it made a strategic pivot.
YouTube didn’t just see podcasts as a growing content category—it leaned in.
- YouTube saw 1 billion monthly podcast viewers in 2022.
- They began offering up to $300,000 to entice podcasters to create video versions of their shows.
- By 2022, 400 million hours of podcasts were being watched on living room devices every month.
What’s the result? YouTube is now the most popular podcast platform in the US, surpassing Spotify and Apple Podcasts.
In fact, as Bloomberg announced, a billion people are watching podcasts on YouTube every month.
Spotify’s Decline and YouTube’s Growth
While YouTube has surged, Spotify has faced a decline in its podcasting ambitions.
Despite investing over $1 billion in podcast acquisitions and licensing, Spotify has had to scale back its efforts. In 2022, the company shut down its in-house podcasting studio and reduced its workforce. Meanwhile, YouTube doubled down on podcasting.
- Spotify now has more than 300,000 video podcasts on its platform, showing its investment in the format.
- Spotify’s 170 million video podcast viewers (as of June 2024) is impressive, but it still trails YouTube’s massive growth.
In short, YouTube’s commitment to supporting podcasts, especially video podcasts, is clearly paying off.
The Rise of Video Podcasts
Video podcasts are dominating, and both YouTube and Spotify have recognized this trend. Katz notes that users are gravitating toward video content, and it’s no surprise why: video makes content more engaging, shareable, and easier to consume on a variety of devices.
- In 2020, video podcasts helped push President Donald Trump’s campaign with appearances on shows like The Joe Rogan Experience and Last Weekend with Theo Von.
- Video podcasts have already proven to be effective for both creators and brands in reaching wider audiences.
This is something real estate agents can’t ignore. Video podcasts allow for deeper engagement with potential clients, whether through interviews, expert advice, or market insights.
As usual, BAM is on top of it. Every podcast recorded since the company’s founding in 2022 has hit YouTube in video format—giving viewers a fuller experience of its bingeworthy, leading edge content.
This is a format we believe in and enthusiastically recommend to real estate content creators.
What Does This Mean for Real Estate Agents?
As more podcasters turn to video, it’s essential to think about how your content strategy aligns with these changes. The push toward video podcasts isn’t just a trend—it’s a fundamental shift in how consumers engage with content.
Here’s what real estate agents should take away from YouTube’s rise in podcasting:
- Expand your content formats: If you haven’t already, consider creating video versions of your real estate podcasts or webinars. This could be a great way to build a more engaged audience.
- Leverage YouTube’s platform: With over 1 billion people consuming podcasts on YouTube every month, this is an untapped opportunity for building visibility and establishing authority in your market.
- Understand the growing preference for video: People want to consume video content, and by incorporating video podcasts into your strategy, you can connect with potential clients in new, meaningful ways.
Key Takeaways for Real Estate Agents
- YouTube is now the leading podcast platform in the US, with over 1 billion monthly viewers.
- Spotify has scaled back its podcasting efforts, giving YouTube a clear lead.
- Video podcasts are an essential part of the content landscape—embrace them to connect with clients in more dynamic ways.
The bottom line? Don’t sleep on the power of video podcasts. Start planning how you can integrate this content type into your marketing strategy now to stay ahead in an increasingly competitive real estate landscape.
