Lack of Video Hurting Apple's Podcasting Market Share: Midia

Apple making podcasts accessible via browser might be the start of a strategy to regain market share lost to YouTube, Midia Research blogged Wednesday. Apple lost ground to YouTube as a podcast platform in large part due to Apple not embracing podcasting video options, it said. But Apple faces an uphill slog as YouTube's global monthly user penetration as a source of podcast consumption is more than twice Apple's. Making up that deficit would require that Apple pivot completely to video, algorithmic discovery and being format-agnostic, Midia said. That isn't likely to happen in the foreseeable future, it added.