Apple announced that 2025 was Apple Podcasts' best year ever, with record listeners, plays, and subscribers. This milestone is particularly interesting given the platform's shrinking market share as video podcasts and Spotify's aggressive expansion reshape the podcasting landscape.
Apple's Podcasts app achieved record-breaking performance in 2025, marking its "best year yet" according to an official Apple Newsroom update. The announcement highlights record listeners, plays, and subscribers for the platform that once defined podcasting.
The Paradox of Growth Amid Declining Market Share
This milestone arrives at a time when Apple Podcasts appears to be losing ground to competitors. Just a few years ago, Apple's platform was the undisputed leader in podcast distribution and listening. The very term "podcast" originated from Apple's iPod, and iTunes served as the primary discovery engine for the medium's early growth.
However, the competitive landscape has shifted dramatically. Spotify has invested billions in exclusive content and creator tools, while YouTube has emerged as a dominant force in video podcasting. Netflix and other streaming services have also entered the space, pouring money into podcast production. These platforms have captured significant market share, making Apple Podcasts seem like a smaller player than ever before.
Yet Apple's 2025 numbers tell a different story. The platform isn't just surviving—it's growing. The most logical explanation is that while Apple's slice of the podcasting pie has shrunk, the pie itself has expanded exponentially. The total addressable market for podcasts has grown as the medium has gone mainstream, reaching audiences beyond early adopters.
Video Podcasts: The Missing Piece
One area where Apple Podcasts still lags behind competitors is video podcast support. YouTube's strength lies in its seamless integration of video content, and Spotify has also invested heavily in video podcast features. Video podcasts have become a major growth driver for the industry, attracting both creators and listeners who prefer visual elements.
Apple Podcasts, by contrast, remains primarily an audio-focused platform. While it does support video podcasts, the experience isn't optimized in the same way as YouTube or Spotify. Users can't easily switch between audio and video modes, discovery of video content is limited, and the overall interface doesn't prioritize video the way competing platforms do.
This limitation hasn't prevented growth in 2025, but it could become more significant as video podcasts continue to gain traction. The question is whether Apple will address this gap with a major overhaul or continue to focus on its audio-first approach.
Recent Improvements and Future Potential
Despite the video gap, Apple hasn't ignored the Podcasts app entirely. As recently as iOS 26.2, the company introduced meaningful new features for podcast listeners and creators. These updates demonstrate that Apple continues to invest in the platform, even if the changes haven't been as dramatic as some users might want.
The recent features likely include improvements to discovery, subscription management, and creator analytics. Apple has been gradually expanding its podcast subscription offerings, giving creators more ways to monetize their content directly through the platform. This approach differs from Spotify's exclusive content strategy, instead focusing on building a sustainable ecosystem for creators.
The Broader Podcast Ecosystem
Apple Podcasts' 2025 success reflects the medium's overall maturation. Podcasts have evolved from a niche hobby into a mainstream entertainment category, competing with radio, music streaming, and even television for listeners' attention. This growth has benefited all platforms, even as competition intensifies.
The platform's continued relevance also highlights the importance of ecosystem integration. For iPhone users, Apple Podcasts comes pre-installed and syncs seamlessly across devices through iCloud. This default status and tight integration with iOS, watchOS, and other Apple platforms provides a natural advantage that third-party apps can't easily replicate.
However, this same ecosystem approach may also limit Apple's willingness to embrace cross-platform features like advanced video support. The company typically prioritizes its own ecosystem over broader industry trends, which could mean Apple Podcasts remains audio-focused even as competitors push forward with video.
Looking Ahead
The question now is whether Apple Podcasts can maintain this momentum in 2026 and beyond. Much will depend on how the podcasting market continues to evolve. If video podcasts become the dominant format, Apple may need to fundamentally rethink its approach. If audio remains primary, the platform's current strategy could continue to serve it well.
Apple's announcement also raises questions about its long-term plans for the platform. Will the company invest more heavily in exclusive content to compete with Spotify? Will it build better video features to challenge YouTube? Or will it continue to focus on being the best audio podcast app for Apple ecosystem users?
For now, the 2025 numbers suggest that Apple Podcasts remains a vital part of the podcasting ecosystem, even if it no longer dominates the way it once did. The platform's ability to achieve record growth in a more competitive environment speaks to both the strength of Apple's ecosystem and the overall health of the podcasting medium.
The full Apple Newsroom announcement provides additional details about the company's services performance in 2025. You can read the complete update on Apple's official newsroom site. For more information about Apple Podcasts features and updates, visit the Apple Podcasts page.
Comments
Please log in or register to join the discussion