Podcasts, the spearhead of social networks?

According to a recent study by Ampere Analysis, 20% of internet users watch podcasts on social media platforms. Podcasts are increasingly popular on social media. As these platforms compete to capture users' time and produce content more cheaply, long-form video podcasts have become a formidable weapon, and YouTube is leading the way. 11% of internet users who watched a podcast last month did so on YouTube. This figure corroborates previous studies, estimating that podcasts now represent 5% of total viewing time on Google's platform. Daniel Monaghan, Senior Research Manager at Ampere Analysis, explains: "As platforms compete for users' attention, longer, lower-cost formats are becoming increasingly attractive." Video podcasts respond to this trend by offering a simple viewing experience, comparable to that of linear talk shows. Netflix's recent deals with Spotify and with Gary Lineker via Goalhanger underscore the growing importance of this format for major players in the industry, particularly in their desire to challenge YouTube's dominance.