In October 2025, viewers streamed more than 700 million hours of podcasts on YouTube via television screens, nearly double the amount from the same month a year earlier, according to Bloomberg.
YouTube’s rapid growth in podcast consumption on connected TVs reflects a major shift in how audiences engage with long‑form content. Traditionally seen as companions to mobile listening or niche audio platforms, podcasts—especially video‑enabled ones—are increasingly treated like mainstream TV programming.
Why the TV Shift Matters
YouTube has invested heavily in improving discovery and search tools specifically for smart TVs, making it easier for users to find and launch podcast episodes on their living‑room screens. This push has paid off: Nielsen data show YouTube captured about 13 percent of all streaming viewership across TV devices in November 2025, surpassing major competitors like Netflix for total time spent watching.
Executives at YouTube say podcasts are evolving into a “new late‑night TV” format, where audiences tune in for creator‑hosted conversations, interviews, and long‑form discussions instead of traditional broadcast talk shows.
Competition Heats Up
As YouTube cements its dominance in podcast video consumption, other platforms are racing to keep pace. Spotify has introduced expanded video podcast support and updated its Apple TV app, while Netflix is striking deals to bring exclusive podcast‑style content to its service.
What This Means for Creators and Advertisers
The surge in TV‑based podcast viewing represents a major opportunity for creators and marketers. Podcasts that perform well on big screens can engage audiences in longer sessions and unlock premium ad inventory, bridging the gap between traditional TV and digital video.
In short, YouTube is transforming podcasts into a living‑room staple—where once they were primarily mobile audio content, now they’re part of the home entertainment ecosystem.
