Netflix is a relative newcomer to the podcast space. Tubi is even later in its adoption of the medium. New data shows how fresh they are to heavy podcast consumers.
What We Know: According to data from Edison Research’s Podcast Metrics survey, platforms like YouTube and Spotify dwarf the usage of Tubi and Netflix.
What The Numbers Show: Of the weekly podcast consumers surveyed, 14% said they use Netflix for podcast consumption. That number slumps to 4% for Tubi. On more established podcast platforms, those numbers increase dramatically. 64% of weekly users said they listen or watch on YouTube. Another 42% responded similarly when asked about Spotify.
What Remains Unclear: The performance of other platforms like Apple Podcasts and how it equates to the usage rates of listeners.
What It Means: The data comes after Netflix recently struck a nine-digit deal with Jay Shetty’s On Purpose podcast. It also surfaces just after Tubi has agreed to host some of SiriusXM’s video podcasts on its platform. It will be worth watching to see if those platforms can ascend to the levels of their more established competitors. Netflix has invested heavily in the space. Deals with Barstool Sports and The Ringer highlight its investment.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
