YouTube: The Overlooked Giant; Time to Stop Pretending It's Just for Cat Videos

Podcasts Are Now on YouTube: Deal with It; Spotify’s Got Some Serious Catching Up to Do

YouTube is here, and it’s not just for cat videos or your friend’s lame attempts at "life hacks." Nope, it’s the dominant platform for literally everything now, and if you’re still not on the bandwagon, then congratulations, you’ve officially earned a place on the "out of touch" train.

 If you didn’t get the memo, Josh Rosenberg, CEO of Day One Agency, called it on eMarketers the other day: “I don’t think we’re talking about YouTube enough.” 

And guess what? YouTube is going to need a whole lot more attention, especially from marketers who are still wasting time with apps for teenagers and irrelevant “engagement strategies.”

So, buckle up, because YouTube isn't just another app. It’s the primary digital TV platform. It’s your new podcast BFF. It’s your everything. 

So let’s break it down, because in 2025, if you’re not taking YouTube seriously, you might as well start planning your exit strategy from the ad game. 

Here’s why.

YouTube: More Than a Place for Failed Recipes and MrBeast Stunts

Brace yourselves, because here’s the harsh truth: YouTube has officially outgrown your weekend Netflix binge-fest. Yeah, that’s right. According to the Washington Post, YouTube isn’t just the video platform you turn to when you need to kill time watching cooking fails or MrBeast’s latest stunt. 

It’s the most consequential technology in America right now.

 And no, I’m not talking about your shiny overpriced smartphone or your latest addiction to whatever social media platform’s busy banning users for fun. 

I’m talking about a platform that has completely rewritten the rules of content creation and consumption. YouTube is the real deal, folks.

In 2024, YouTube outperformed every other major streaming service. Netflix? Hulu? Please, they’re now playing second fiddle. YouTube has officially taken the crown as the go-to destination for entertainment. And I don’t mean just your late-night celebrity gossip or awkward unboxing videos—youTube’s dominance is spreading like wildfire, with podcasting now at the heart of it.

Yeah, you heard that right—podcasts. The good old audio escape has found a new home, and it’s not just Spotify’s playground anymore. In a game-changing move, YouTube has surged ahead of Spotify and Apple to become the top podcast platform in the U.S. If that doesn’t make you sit up straight and pay attention, I don’t know what will. Three separate studies in 2023 and 2024 have shown that YouTube is the place people are flocking to for podcasts. Hold onto your latte—31% of people now say YouTube is their primary podcast destination. In comparison, Spotify is trailing at 21%, and poor old Apple is struggling with just 12%.

So let me break it down for you: YouTube isn’t just for your weird workout tutorials, your aunt’s dubious cooking attempts, or the occasional cat video. Oh no. YouTube is where the podcast game is being completely redefined, and if you’re still thinking of it as a place for random content, you’re about as far behind as someone still trying to figure out TikTok. Wake up and smell the algorithm, because YouTube’s multi-platform goldmine isn’t going anywhere—it’s getting bigger by the second. If you’re not already there, you’re already losing.

YouTube: Where Everyone Goes to Discover Stuff (And Stick Around)

When it comes to podcast discovery, YouTube’s the head honcho. Nearly one-third of podcast listeners discovered their latest favorite podcast through YouTube. Guess what? Those who find podcasts on YouTube tend to stick around, mostly because it’s not just a listening experience—it’s a whole damn community. People get hooked on the video, the comments, the recommendations, and let’s not forget the cozy couch vibe that makes you want to binge-watch a podcast while curled up in your pajamas. It’s no surprise that for many, YouTube is the primary platform they use for both watching and listening to podcasts.

But here’s the kicker: YouTube isn’t just the place to find podcasts, it’s now the place to watch podcasts. And yes, people actually prefer watching some podcasts over just listening to them. How quaint! If you’re the type of person who’s a sucker for true crime podcasts, don’t worry, there’s an audio-only option for you too. But if you’re more into sports or news (aka the types of podcasts that benefit from a little visual flair), YouTube’s where the action is. And hey, over 38% of YouTube’s podcast listeners use their laptops or TVs to tune in, while Apple and Spotify’s audience is glued to their smartphones like the good old days.

YouTube’s Real Power? The 50/50 Revenue Split That’s Changing the Game

Let’s talk about money, because YouTube is absolutely drowning in it. You remember when YouTube dropped its 50/50 revenue share bombshell and the entire internet lost its collective mind? Everyone thought it was too good to be true. Spoiler alert: it wasn’t. That generous payout model is still churning out cash, and YouTube is probably sitting pretty at the top of the internet’s most lucrative economy. While other platforms are busy scrambling to figure out how to replicate YouTube’s success, none of them have even come close to touching the magic formula. It’s a cash machine, and it's only picking up speed.

The best part? YouTube’s not just paying out big checks to the established names like PewDiePie or those crazy unboxing guys. No, it’s attracting a whole new wave of fresh creators, hungry to cash in on that sweet 50/50 split. And you know what that means for your brand? You could end up featured alongside some seriously killer content—without having to fork out millions for the high-gloss production values other platforms require. Want to get in front of audiences with solid, engaging content? YouTube’s got you covered. The barrier to entry has never been lower, and the payouts have never been higher.

It’s not just about quantity either. Long-form content creators on YouTube are raking in anywhere from $10 to $40 RPM (that’s revenue per thousand impressions, for those of you still living in the dark ages). For certain niches, like education, the payouts can be even higher. YouTube has figured out how to keep creators incentivized, which means brands can tap into a steady stream of valuable, well-targeted content that reaches the right people at scale. 

Compare that with TikTok, where creators are lucky to get 75 cents per 1,000 views for their short-form videos. YouTube’s revenue share isn’t just larger; it’s a sustainable model that encourages quality over quantity.

But here’s where it gets even juicier: YouTube Shorts. You know, that short-form content we all love to mindlessly scroll through while pretending to “take a break.” When YouTube first introduced Shorts, creators were stuck getting only 5-10 cents RPM—basically, peanuts. But guess what? It’s been creeping up, and now it’s hitting 25 cents RPM. So while TikTok still struggles to keep its RPM competitive, YouTube is slowly but surely solidifying its position as the go-to platform for short-form content. Short attention span? YouTube’s got you covered—at a price that actually pays creators decently.

So, what's the bottom line here? YouTube has figured out the secret sauce to making money for creators and advertisers alike. It’s not just for the big dogs—it’s for anyone looking to make a sustainable income off their content. Whether it’s long-form or short-form, YouTube is the platform that understands the value of a creator’s time and effort. If you’re not paying attention to this goldmine, you’re missing out. And with a revenue-sharing model that continues to get stronger, there’s no reason to not jump in headfirst.

It’s Time to Get Real: The Era of MrBeast is Over, Welcome to "YouTube Easy Mode"

Look, we’ve all been there—scrolling through those over-the-top, insane stunt videos that scream “clickbait” louder than a pop-up ad. But that’s not YouTube’s future. No, it’s about authentic, real content. Sean Cannell, the genius behind Think Media, calls it "YouTube easy mode." You know, the kind of content that doesn’t require you to buy a Ferrari just to shred it on camera. It’s straightforward, no fluff, just people talking, engaging, and educating. Think ClearValue Tax—a guy with a clipboard, standing in front of a white wall, talking finance. That's it. And people are loving it.

Why? Because they’re done with the flashy nonsense. YouTube’s audience is tired of playing in the “MrBeast-ification” sandbox. They want real and genuine—content that adds value, not just shocks for views. So if you're thinking of making your brand the next viral sensation, don’t think about getting a yacht or hiring a stunt double. Just focus on creating something that speaks to your audience without pretending to be something you're not.

Here’s the Real Takeaway: YouTube Is Your Best Friend—Time to Start Acting Like It

Listen up, because here’s the only takeaway you need: YouTube is your best friend, and if you’re not already all in, you’re wasting your time. Seriously, what are you even doing at this point? YouTube is where it’s at—everything is there. Podcasts? Oh, absolutely. Video content? You betcha. The best revenue model for creators and brands? That’s a big, fat check too. It’s not just the place you go when you’re bored and looking for that one video of a guy getting hit with a pie (although, YouTube does have those gems). It’s the place people are using to discover your brand, engage with what you’re offering, and, most importantly—buy from you.

Now, here’s the part that’s going to sting: if you’re not on YouTube yet, what exactly is stopping you? Are you under some misguided illusion that your brand doesn’t belong there? Or are you still living in 2010, thinking YouTube is only for funny animal clips and bizarre conspiracy theories? Well, wake up, because YouTube is the most accessible and most versatile platform out there. It’s the marketplace where audiences are flocking, and it doesn’t matter if you're a big-name brand or some scrappy up-and-comer—there’s space for everyone.

And let’s be real: YouTube’s not going to wait around for you to make up your mind. Whether you’re a Podcast Newcomer, a Podcast Pioneer, or a heavy listener who’s been in the game for years, YouTube has you covered. It’s got the tools, the reach, and the sheer power to connect you with people who are already looking for what you have to offer. If you’re sitting on the sidelines right now, waiting for the "perfect moment," guess what? That moment was yesterday. If you’re not diving headfirst into YouTube right now, you’re already out of the race. Simple as that.

So, get off your high horse. Stop pretending you’re too cool for the platform that everyone is using. It’s time to stop being the person who acts like YouTube is “too mainstream” for their brand. It’s time to show YouTube the love it deserves and get on board—because come 2025, if you’re not there, you’ll be looking back wondering where you went wrong. So either start riding the YouTube wave, or get ready to be left in the dust. The future is happening now, and if you’re not on YouTube, you're already irrelevant.

CHAT ABOUT THIS ON LINKEDIN