YouTube Leads UK Podcast Market

YouTube has become the UK’s most popular podcast platform, moving ahead of Spotify for the first time, according to the latest figures from Edison Research.

The findings show that 29% of weekly podcast listeners aged 15 and over now use YouTube as their main podcast service, narrowly surpassing Spotify, which recorded 28%. Although the difference is only one percentage point, it marks the first time YouTube has taken the top position in the UK.

YouTube’s steady rise

Edison Research’s data highlights YouTube’s consistent growth over the past few years.

In 2023, YouTube accounted for 19% of the UK’s primary podcast platform share. That increased to 20% in 2024, climbed to 25% in 2025, and reached 29% during the first quarter of 2026.

Spotify followed the opposite trend. Its share stood at 33% in 2023, edged up to 34% in 2024, then declined to 30% in 2025 before falling further to 28% this year.

While the current lead is small, the long-term trend suggests YouTube has steadily gained ground as more listeners consume podcasts through video.

BBC Sounds remains a major player

Although YouTube now leads the market, BBC Sounds continues to hold a significant share of UK podcast listeners.

The platform accounts for 15% of listeners, maintaining a consistent position over recent years. Meanwhile, Apple Podcasts holds 10% of the market, with the remaining listeners using a range of other podcast apps.

The research is based on interviews with approximately 8,000 UK podcast listeners aged 15 and over each year.

Following the US trend

Edison believes the UK is following a pattern that first emerged in the United States.

Around two years ago, YouTube overtook Spotify as America’s leading podcast platform. Researchers attributed much of that growth to increasing demand for video podcasts, particularly among younger audiences.

The same shift now appears to be happening in the UK, where more listeners are choosing platforms that combine both video and audio content.

Why the UK differs from the US

Despite following a similar trend, the UK podcast market has developed differently from the US.

Researchers suggest one reason is the continued popularity of BBC Sounds, which has a much stronger presence in the UK than any equivalent public-service podcast platform in America.

Because UK listeners have an additional major platform to choose from, YouTube’s rise has been more gradual than it was across the Atlantic.

What it means for creators

The latest figures suggest YouTube is becoming increasingly important for podcast creators looking to grow their audiences.

With more listeners turning to video-based podcasts, producing visual content alongside traditional audio may help creators reach a wider audience.

However, UK-focused podcast strategies should still consider BBC Sounds, which continues to attract a sizeable share of listeners and remains an important platform within the domestic market.

Looking ahead

Edison Research is expected to release its full UK Podcast Consumer 2026 report later this month, providing a more detailed look at listening habits across the country.

The report will also examine public attitudes towards artificial intelligence in podcasting, offering further insight into how technology is shaping the future of audio content.

Although YouTube currently leads by just one percentage point, its consistent growth over recent years suggests it has become a major force in the UK’s podcast industry, with future reports set to reveal whether it can maintain its position ahead of Spotify.