YouTube Tops UK Podcast Market

YouTube has become the most popular podcast platform among UK listeners, overtaking Spotify for the first time, according to new data from Edison Research.

The latest figures show that 29% of weekly podcast listeners aged 15 and over now choose YouTube as their main podcast service, slightly ahead of Spotify at 28%. Although the difference is narrow, the shift marks the first time YouTube has taken the lead in the UK podcast market based on Edison’s recorded data.

YouTube’s podcast growth continues

Edison Research highlighted YouTube’s steady rise in the UK over recent years, with the platform increasing its share of podcast listeners while Spotify’s share has gradually declined.

YouTube accounted for:

19% of primary podcast platform use in 2023
20% in 2024
25% in 2025
29% in the latest 2026 figures

Meanwhile, Spotify’s share moved in the opposite direction:

33% in 2023
34% in 2024
30% in 2025
28% currently

The data suggests that video-based podcast consumption is becoming increasingly important, with more listeners choosing platforms where they can watch as well as listen.

BBC Sounds remains a strong UK competitor

While YouTube and Spotify dominate the market, BBC Sounds continues to hold a significant position among UK podcast listeners.

The platform currently accounts for 15% of primary podcast usage, maintaining its share from recent years. This makes the UK market different from other countries, particularly the US, where public broadcasting platforms have a smaller influence on podcast listening habits.

Apple Podcasts currently holds around 10% of the UK market, while other podcast platforms collectively account for the remaining share.

Following the US trend

YouTube’s rise in the UK follows a similar shift that already happened in the United States.

Edison Research previously reported that YouTube became the leading podcast platform in the US, with video podcasts playing a major role in attracting younger audiences.

The growth highlights a wider change in podcast consumption habits, where audiences increasingly expect podcasts to include a visual element rather than being audio-only experiences.

Why video is becoming more important

The rise of YouTube suggests that podcasts are becoming more closely linked with video content.

Creators can use YouTube to reach audiences through:

Full video podcast episodes
Short clips and highlights
Search-driven discovery
Recommendations through YouTube’s algorithm

This gives podcast creators additional opportunities to grow their audience compared with traditional audio-only platforms.

What the shift means for creators

For podcast producers deciding where to focus their efforts, YouTube’s growth makes it harder to ignore the platform.

The latest figures suggest that investing in video content could become increasingly important for reaching UK listeners, particularly as audiences continue to move towards platforms that combine entertainment, search and community features.

However, creators targeting UK audiences should also consider the continued popularity of BBC Sounds, which remains a unique factor compared with markets such as the US.

The future of UK podcast listening

Although YouTube’s lead over Spotify is currently only one percentage point, the wider trend shows a clear increase in YouTube usage over recent years.

Edison Research is expected to provide further insights in its upcoming UK Podcast Consumer report, which will offer more detail on listener behaviour and emerging trends, including attitudes towards artificial intelligence in podcasting.

For now, YouTube’s rise marks a significant moment for the UK podcast industry and highlights the growing importance of video in how audiences discover and consume content.