Podcast analytics platform Podstock has released benchmarking data showing that a single Spotify stream generates, on average, 1.5x more consumption time than a YouTube view of the same podcast episode.
Podstock analyzed thousands of episodes released in video format on both Spotify and YouTube. In 95% of episodes examined, Spotify audiences spent more time with content than YouTube viewers watching the same episode. The company says the findings indicate that a Spotify stream is a stronger signal of audience engagement than a YouTube view, and likely more valuable to advertisers.
“Today, Spotify streams are a more valuable indicator of fandom and advertiser value than YouTube views,” said Michael Paretzky, CEO of Podstock. “But that’s only half the story. Time spent is incredibly valuable for understanding engagement with your core audience, but it often moves in the opposite direction when you’re investing in growth.”
The Discoverability Tradeoff
Podstock’s analysis also identifies a consistent tradeoff between time spent and audience reach. As episodes surface to broader, unfamiliar audiences, the average time spent per stream or view tends to decrease. New listeners are more likely to sample content before deciding whether to continue, which lowers average time spent as total reach increases.
This dynamic accounts for the 5% of episodes in which YouTube outperformed Spotify on time spent. In many of those cases, episodes experienced notable discovery spikes on Spotify, driving stream counts above a show’s typical baseline. The influx of new listeners lowered average time spent per stream as overall streams increased.
Paretzky noted that the best podcast companies will need to operate across multiple metrics to serve existing fans, expand to new audiences, and drive performance for advertisers.
Cross-Platform Measurement Gains Attention
Podcast publishers are already incorporating time spent data into their performance frameworks. Andy Hodgson, CFO at Goalhanger, said the company uses average view duration and time spent to assess engagement quality across platforms.
“Looking at time spent relative to total deliveries or content length gives us a much clearer view of how audiences are actually consuming our shows,” Hodgson said. “Being able to track and compare those metrics through Podstock is critical for how we evaluate performance and make decisions about growth.”
Podstock concludes that neither platform nor metric is inherently more valuable, and that performance depends on context and goals. The company recommends that creators and publishers investing in discoverability interpret time spent alongside reach and distribution metrics.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Podcast analytics platform Podstock has released benchmarking data showing that a single Spotify stream generates, on average, 1.5x more consumption time than a YouTube view of the same podcast episode.
Podstock analyzed thousands of episodes released in video format on both Spotify and YouTube. In 95% of episodes examined, Spotify audiences spent more time with content than YouTube viewers watching the same episode. The company says the findings indicate that a Spotify stream is a stronger signal of audience engagement than a YouTube view, and likely more valuable to advertisers.
“Today, Spotify streams are a more valuable indicator of fandom and advertiser value than YouTube views,” said Michael Paretzky, CEO of Podstock. “But that’s only half the story. Time spent is incredibly valuable for understanding engagement with your core audience, but it often moves in the opposite direction when you’re investing in growth.”
The Discoverability Tradeoff
Podstock’s analysis also identifies a consistent tradeoff between time spent and audience reach. As episodes surface to broader, unfamiliar audiences, the average time spent per stream or view tends to decrease. New listeners are more likely to sample content before deciding whether to continue, which lowers average time spent as total reach increases.
This dynamic accounts for the 5% of episodes in which YouTube outperformed Spotify on time spent. In many of those cases, episodes experienced notable discovery spikes on Spotify, driving stream counts above a show’s typical baseline. The influx of new listeners lowered average time spent per stream as overall streams increased.
Paretzky noted that the best podcast companies will need to operate across multiple metrics to serve existing fans, expand to new audiences, and drive performance for advertisers.
Cross-Platform Measurement Gains Attention
Podcast publishers are already incorporating time spent data into their performance frameworks. Andy Hodgson, CFO at Goalhanger, said the company uses average view duration and time spent to assess engagement quality across platforms.
“Looking at time spent relative to total deliveries or content length gives us a much clearer view of how audiences are actually consuming our shows,” Hodgson said. “Being able to track and compare those metrics through Podstock is critical for how we evaluate performance and make decisions about growth.”
Podstock concludes that neither platform nor metric is inherently more valuable, and that performance depends on context and goals. The company recommends that creators and publishers investing in discoverability interpret time spent alongside reach and distribution metrics.
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