1. YouTube is the Top Podcasting Platform
Podcasting has exploded in popularity, but the way people consume podcasts is changing fast. According to the latest eMarketer report, more US podcast listeners now pick YouTube as their primary platform—surpassing even Spotify and Apple Podcasts. This shift is confirmed by industry data: YouTube’s unique blend of video, audio, and social features makes it the go-to destination for both creators and listeners.
The Magellan AI Q2 2025 Podcast Advertising Benchmark Report also highlights the growing importance of YouTube simulcasts. Shows that simulcast on YouTube have a higher share of direct response brands (36% vs. 24% for RSS-only podcasts) and a higher average renewal rate among advertisers (44% vs. 34%) (see page 19). This means advertisers are seeing more value and stickiness on YouTube than on traditional podcast platforms.
2. YouTube Has the Highest “Ad Load” of All Podcasting Services
Ad load—the percentage of episode time dedicated to ads—is a key metric for both advertisers and listeners. According to Magellan AI, the average ad load across all podcasts in Q2 2025 was 8.13%, up from 8.00% in Q1 (see page 15). However, shows that simulcast on YouTube had an even higher ad load, at 7.88%, compared to 6.94% for RSS-only podcasts (see page 19). This means listeners on YouTube are exposed to more advertising than on any other podcasting platform.
The Sensor Tower State of Digital Advertising 2025 report further confirms that YouTube’s ad inventory is growing rapidly, with more brands shifting budgets to the platform to take advantage of its reach and engagement.
3. YouTube Ads Run Primarily “In-Stream”
Unlike traditional podcast ads, which are often host-read and embedded, YouTube’s podcast ads are primarily “in-stream”—meaning they play before, during, or after the content, similar to standard YouTube video ads. According to Magellan AI, the most common ad position for new brands entering podcasting is mid-roll (56%), followed by pre-roll (30%) and post-roll (14%) (see page 21). This aligns closely with YouTube’s in-stream ad model, making it easy for brands to repurpose video creative for podcast audiences.
4. People Are Increasingly Multi-Tasking While Watching TV
The way audiences consume media is evolving. The YouGov US Media Consumption Report (August 2025) reveals that 69% of US social media users use social media at the same time as consuming other media, such as watching TV. This trend means that even when YouTube podcasts are playing on a TV or second screen, many listeners are only partially engaged with the visuals—or may be listening in the background while doing something else.
5. Marketers Need to Rethink Their Approach to YouTube
Given these trends, marketers must ask themselves: Does my advertising build awareness for people who are only listening to the audio? With YouTube now the top podcasting platform and ad loads at an all-time high, it’s critical to design creative that works for both viewers and listeners. Consider these key questions:
- Is your message clear without visuals?
- Are your calls to action easy to remember and act on?
- Does your brand stand out in a crowded, multi-tasking environment?
In summary:
YouTube’s dominance in podcasting is reshaping how brands reach audiences. With higher ad loads, in-stream ad formats, and a multi-tasking audience, marketers must adapt their strategies to ensure their message is heard—whether viewers are watching, listening, or both.
Ready to optimize your YouTube podcast advertising? Contact our team for a free strategy session tailored to your brand’s goals.
Sources:
- Magellan AI Q2 2025 Podcast Advertising Benchmark Report
- eMarketer: Podcast listeners pick YouTube over Spotify, Netflix
- Sensor Tower: State of Digital Advertising 2025
- YouGov: US Media Consumption Report, August 2025
