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A 2024 report from Cumulus Media and Signal Hill declared YouTube the most popular podcast platform, with a 31% market share versus Spotify's 21% and Apple's 12%. Edison Research then conducted its own study and reached a similar conclusion: YouTube took 31% of the pie while Spotify and Apple netted 27% and 15%, respectively.
The deal will bring more than a dozen shows to Netflix next year, including The Bill Simmons Podcast and Ringer sports shows covering the NFL, NBA and Formula 1.