YouTube is embracing its place because the (unintentional) most-used podcast platform by launching a devoted podcast web page. Because the strains between podcasting and YouTube blur, any step the corporate takes towards consolidating listening may pose a problem for opponents Spotify and Apple Podcasts.
The web page debuted in late July and continues to be within the rollout course of, in accordance with 9to5Google. It may be accessed at youtube.com/podcasts or by the Discover web page (in-app or browser), the place there’s a new podcast tab. The brand new web page options trending exhibits and channels that have already got tens of millions of subscribers, like The H3 Podcast or Logan Paul’s podcast, however in any other case doesn’t exhibit a ton of curation.
The web page is just not practically as refined as rival podcast platforms, however that will not matter all that a lot. A research by Cumulus in Could discovered that YouTube is already outperforming Apple Podcasts and Spotify, due to the rise of video podcasts and ease of use, so perhaps it’s smarter to stay to the format audiences already know.
YouTube’s presence within the podcasting house occurred extra by osmosis than as a deliberate technique. Apple was the primary tech big to enter the house, launching podcasts in 2005. Spotify began aggressively pursuing podcasting in 2019 with studio and tech acquisitions and blockbuster offers with stars like Joe Rogan and Alex Cooper. In the meantime, podcasts on YouTube simply sort of occurred as a result of every part finally ends up on YouTube a technique or one other.
Podcasting continues to be small potatoes for YouTube. The streamer introduced in $28.8 billion for its guardian firm, Google, in 2021. In the meantime, all the podcast business simply handed $1 billion final 12 months, in accordance with a research by the Interactive Promoting Bureau. YouTube doesn’t actually need to personal podcasting, however the web page is a sign that the corporate could put extra assets into it anyway. The corporate didn’t instantly reply to request for touch upon additional podcast initiatives.