Despite Apple’s long lead, Spotify Technology SA. and Alphabet Inc.’s YouTube have now become the most popular places to listen to podcasts.

A study published last month shows YouTube as the most popular podcast listening platform in the US, with 31% of respondents saying they use it. It’s followed by Spotify at 21% and Apple at 12%.

Through the lens of legacy Apple, the lack of focus on podcasts makes sense, despite basically creating the medium. But ads-and-services Apple has to be missing the potential of being the dominant player in a sector with growing ad and monetization potential.

YouTube, meanwhile, cracked the discovery code for podcasts. A persistent shortcoming of traditional podcasting apps.