New things coming to YouTube for podcasters

New clues suggest that YouTube is increasingly interested in podcasts. Podnews notably got its hands on an 84-page internal document which specifies that the platform plans to develop a homepage dedicated to podcasts on “www.youtube.com/podcasts” (the URL is not yet functional).

Soon a homepage for podcasts on YouTube?

YouTube has big ambitions to develop the podcast on its platform. The company has notably placed Kai Chuk, as Head of the podcast offer, to lead the social network’s efforts in this area. Recently, the Google-owned platform even offered money to some content creators for them to produce podcasts and host them on YouTube. According to Bloomberg, some creators were offered $50,000 to take the plunge. For others, more important still, this sum rose up to 300,000 dollars.

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In short, YouTube is ready to do anything to develop its podcast offer and this is becoming clearer. In the document discovered by Podnewsthe company indicates that it “plans to improve podcast delivery by piloting the ability to pull RSS feeds”. She also indicates that she plans to centralize podcasts on a new homepage on “www.youtube.com/podcasts”. Over the years, YouTube has highlighted major categories of content by giving them their own homepage. This was the case with YouTube Gaming in 2015 or with YouTube Fashion in 2019.

Spotify has taken a comfortable lead

Adding a new “podcasts” vertical to YouTube is likely the next logical step for the company. In January 2022, Susan Wojicki, CEO of the company, spoke to express the platform’s ambitions in this regard. She explained a few months ago that YouTube was going to take a very close interest in podcasts.

The OEB said it expects this new content “be an integral part of the business model of creators in the coming months”. With this strategy, the Google subsidiary could seek steal market share from Spotify which dominates the podcast advertising market. Today, Spotify offers a comprehensive offering when it comes to podcast ads.

The Swedish platform is in excellent health and the success of podcasts has something to do with it. Certainly because this format also appeals to advertisers. Many are investing in podcast advertising. It is clear that YouTube has fallen considerably behind in this market. Will the strike force of the Google platform be sufficient to fill it?

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