Photo Credit: Nicolas J Leclercq

YouTube has announced that television is now 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 the past two years.

Video podcasts are driving this significant shift to TV viewing. Notable examples include Joe Rogan's interview with President Trump, which accumulated 55 million views. YouTube has become the most popular platform for podcast consumption in the US and is developing new features to support podcasters, enhance monetization, and improve podcast discovery.

This success has prompted competitors to enter the video podcast space:

• Spotify launched uninterrupted video podcasts in November 2024, reporting a 50% year-over-year growth in video podcast consumption
• Netflix is exploring deals with podcasters to expand into video content, particularly targeting TV viewers
• Netflix previously attempted to acquire "Call Her Daddy" host Alex Cooper, who ultimately signed with SiriusXM for up to $125 million

The format's popularity is particularly strong among younger audiences, with Edison Research reporting that 89% of Gen Z podcast listeners engaged with video podcasts in 2024. YouTube users watched 400 million hours of podcasts in 2024, with television being the primary viewing device.

Video podcasts are attractive to streaming platforms because they're more cost-effective than traditional TV shows while maintaining strong viewer engagement. This trend suggests a continued shift in how audiences consume long-form content, with TV screens remaining central to the viewing experience.

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