Where do Poles listen to podcasts? “The love for YouTube is unique”

Podcasts are a medium that Poles increasingly choose as a source of information, entertainment or educational content. And, according to a study conducted as part of the Ariadna Nationwide Research Panel for the “Wprost” report, already 85 percent all Internet users have encountered this concept, and 29 percent listens to a podcast at least once a week.

Where do Poles listen to podcasts?

One of the issues that was examined as part of the Ariadna Nationwide Research Panel for the “Wprost” report on podcasts was what platforms they are listened to by Internet users.

The study shows that the vast majority of respondents, as many as 70 percent, listen to podcasts on YouTube. 37 percent indicated “websites” as a place to listen to podcasts. The podium is closed by the Spotify platform, selected by 25%. of the surveyed Internet users.

The next platforms indicated by Internet users are Google Podcast (11%), Empik Go (8%), Storytel (6%), Apple Podcast (3%). The answer “other” was chosen by 5%. subjects.

As part of the “Wprost” report, respondents also answered not only where they listen to podcasts at all, but on what platforms they listen to podcasts most often.

Also in this case, YouTube is clearly ahead of its competitors, as it was chosen by 53%. subjects. In second place are unspecified “websites”, indicated by 22%. respondents. Spotify closes the podium again, chosen by 13%. Internet users.

The next places are taken by Google Podcast (4%), Storytel (2%), Empik Go (2%), and Apple Podcast (1%). The answer “other” was chosen by 3%. subjects.

The study was conducted in the Ariadna panel on a nationwide sample of N = 1,089 people between April 1-3, 2023 (using the CAWI method).

“Poles’ love for YouTube is unique”

The decisive advantage of one platform is commented in the report by Marcin Łukasik and Krzysiek Rzyman, founders of the Warsaw podcast Studio PLAC.

– Poles’ love for YouTube is unique. This is definitely their favorite platform, says Marcin Łukasik. – For this reason, we recommend that all creators be present on YouTube, regardless of whether we make a full videocast with a video recording of the conversation or create an animation for the audio version. We recommend that you simply show up there, because there are listeners there – he emphasizes.

Krzysiek Rzyman also points to the importance of YouTube for profiting from podcasts. – It cannot be denied that monetizing podcast content in Poland is problematic. Fortunately, YouTube allows this, so it’s great that Poles so often choose this source, he says.