- All users have increased their focus on video - More than 31% of U.S. listeners now choose YouTube - That said, we're talking about those who listen to podcasts 1+ times/week - MAU for YouTube on TVs for the US is already 150+ million - Many of these people also watch podcasts on their TVs - YouTube's popularity has changed the entire podcast market - Their authors don't have enough microphones, they need cameras - Many have started optimizing podcasts for YouTube - In addition to an audience, YouTube helps them make money - It's starting to change the whole media environment in a big way - Young people are more interested in watching podcasts than listening to them - 84% of 13-24 year olds prefer to watch podcasts