YouTube is making strikes for podcast dominance


Hello! I’m again from my travels and am in New York just for a bit earlier than flying off to Dallas for Podcast Movement (I simply received an “on time” notification from American Airlines, however I’m not holding my breath). There will likely be a good quantity of star energy on the convention (Mark Cuban! Audie Cornish!), however I’m most trying ahead to getting some face time with Hot Pod readers. Also, the gossip — you recognize I live for the gossip.

Today, YouTube is making some podcast strikes, and Meghan Markle lastly debuts her Spotify podcast.

Exclusive: (one other) examine reveals YouTube is the most-used podcast platform

I’m conscious I sound like a damaged document, however we actually should be maintaining a tally of how YouTube may wield its energy within the podcasting house. According to information from Luminate’s Podcast 360 report shared completely with Hot Pod, YouTube is the most-used platform for podcasts, with 78 % of US podcast listeners 13 and older saying they’ve used the streamer for his or her reveals. That places it forward of heavyweights like Spotify and Apple Podcasts.

The findings replicate the identical development reported by Cumulus in May, which reported YouTube snagging the primary spot from Spotify. Luminate dug into some listeners’ preferences, and the stats fairly clearly lay out why YouTube is changing into so common.

A significant component is the rise of video podcasts. Although listening continues to be the dominant manner folks eat podcasts, with 83 % of respondents saying they hearken to their reveals, 59 % mentioned they watch podcasts. Of these surveyed, 42 % mentioned they do each. Spotify and Apple each assist video podcasts, however YouTube continues to be the default for video.

Plus, podcast customers largely need money for nothing and chicks for free. Nearly two-thirds mentioned the value of subscription was an essential think about selecting a podcast platform, and 56 % mentioned that ease of use mattered, as properly. Spotify and Apple Podcasts are additionally free and straightforward to make use of, however YouTube features like a Google search. Consumers already use it for different issues, so why not podcasts? Speaking of…

YouTube launches an official podcast web page

YouTube’s presence in podcasting has been largely passive, however it’s now embracing its place because the most-used podcast platform by launching a devoted podcast web page. This is the primary important step YouTube has taken in consolidating podcast listening.

The web page debuted in late July and continues to be within the rollout course of, according to 9to5Google. It might be accessed solely within the US at youtube.com/podcasts or via the Explore page (in-app or browser), the place there’s a new podcast tab. The new web page options trending reveals 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.

Podcasting continues to be small potatoes for YouTube. The streamer introduced in $28.8 billion for its mother or father firm, Google, in 2021. Meanwhile, the whole podcast business simply handed $1 billion final yr, in line with a examine by the Interactive Advertising Bureau and PricewaterhouseCoopers. YouTube doesn’t actually need to personal podcasting, however the web page is a sign that the corporate could put extra sources into it anyway and entice extra podcast publishers. Which, by the best way…

NPR brings extra reveals to YouTube

The grande dame of audio herself is getting in on the YouTube rush. On Tuesday, NPR announced that it’s partnering with YouTube to deliver greater than 20 of its reveals to the streamer. Hits like NPR Politics, Up First, and Throughline are actually accessible on the platform.

This shouldn’t be NPR’s first foray into YouTube — the community’s Tiny Desk Concerts have been a success on the platform for some time (Usher’s current efficiency has gotten more than 10 million views). But whereas Tiny Desk Concerts are filmed, the podcasts are nonetheless audio solely. And it appears to be like like NPR has been quietly posting podcasts on YouTube for just a few months now — episodes of reveals like Code Switch and Planet Money began showing in June.

“We are excited for our podcasts to reach new audiences on YouTube,” Anya Grundmann, SVP of programming and viewers growth at NPR, mentioned in a press release. “It’ll be great to have our public service journalism searchable and accessible in ways it never has been before.”

We lastly get a Meghan Markle podcast on Spotify

I additionally like to tug my toes on tasks, however 20 months!! Prince Harry and Meghan Markle, the Duke and Duchess of Sussex, have launched their first podcast sequence with Spotify after slicing a cope with the corporate in December 2020. Markle-hosted Archetypes, which debuted Tuesday, is an interview present that makes an attempt to deconstruct “the labels that try to hold women back.”

In the primary episode, Markle talks to Serena Williams, who not too long ago introduced her retirement from tennis, concerning the double requirements utilized to bold girls. She additionally faucets UC Berkeley professor Laura Kray for her professional evaluation on gender within the office. If that every one sounds somewhat too tutorial, the present additionally has what you actually got here for: juicy royal gossip.

The sequence was first introduced within the spring, following a hiccup within the relationship between the Sussexes’ Archewell Audio and Spotify. In January, the deal seemed to be on shaky floor when the studio raised considerations about Spotify’s dealing with of Joe Rogan’s COVID misinformation. The state of affairs appears to be resolved.

It is simply too quickly for the present to look on Spotify’s charts. I’ll be holding a watch out to see the way it does — Spotify has not had the best luck with its homegrown movie star podcasts, however perhaps Markle would be the one to interrupt that streak.

That’s all for now! I’ll be again subsequent week with highlights from Podcast Movement.





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