Coleman Insights Looks At YouTube Impact On Podcasts

In a survey of 1,000 15- to 64-year-old podcast consumers in the U.S., 75% say a podcast should be defined as "audio-only or available with video," 22% say a podcast is "audio-only," while 3% define a podcast as "video-only." This insight is one of many surprising findings from a new study focused on YouTube's impact on the podcasting universe from media research firm Coleman Insights and podcast consultancy Amplifi Media.

Coleman Insights Vice President/Consultant Jay Nachlis and Amplifi Media Founder/CEO Steve Goldstein will debut the data from the research study titled "The New Rules of Podcasting on YouTube" at the conference's keynote session at the Gaylord Rockies Resort & Convention Center on Thursday, August 24 at 8:30am.

According to Nachlis, the changing podcast definition finding is more remarkable when you dig into users of specific platforms. "It's not just YouTube podcast users that are warm to the idea of calling a video a podcast. Our study finds more than two-thirds of Spotify and Apple users feel the same way."

Another study finding lays waste to the notion that most consumers have one destination for podcasts, showing that 72% use multiple apps. But there is a clear leadership hierarchy. Goldstein explains, "While most podcast consumers use more than one app, three-quarters prefer one of the big three - Apple, Spotify, and YouTube."