YouTube has achieved a significant milestone as television becomes 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 two consecutive years.

Video podcasts are driving this remarkable growth, with Joe Rogan's interview with President Trump accumulating 55 million views. YouTube has emerged as the most popular platform for podcast consumption in the United States, prompting the company to develop new features supporting podcasters, enhance monetization options, and improve podcast discovery.

Spotify has responded to this trend by launching uninterrupted video podcasts for creators and listeners in November 2024. The platform reports a 50% year-over-year growth in video podcast consumption, with Spotify Co-President Gustav Söderström noting it as "the fastest way to succeed on Spotify today."

Netflix is also entering the video podcast market, exploring deals with podcasters similar to Spotify's strategy. This move is largely influenced by YouTube's dominance in TV viewing. Netflix previously attempted to secure Alex Cooper's "Call Her Daddy" podcast, though Cooper ultimately signed with SiriusXM for up to $125 million.

The popularity of video podcasts is particularly evident among younger audiences, with Edison Research revealing that 89% of Gen Z podcast listeners consumed video podcasts in 2024. YouTube reported 400 million hours of podcast viewing in 2024, with television being the primary driver of this growth.

These developments indicate a significant shift in content consumption patterns, with video podcasts emerging as a cost-effective and engaging format for both platforms and creators. The trend suggests continued growth in this sector as major streaming services compete for viewers' attention through diverse content offerings.

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