YouTube could also be primarily a video service however it is usually a prime vacation spot for a lot of podcast listeners. The platform already hosts tens of millions of podcasts although the corporate has finished little to enhance the expertise on the audio facet of issues. However that might change quickly. The Google firm is seemingly beginning to take the podcasting enterprise extra significantly.
In keeping with a Bloomberg report, YouTube is seeking to rent an government who would oversee its podcasting enterprise. The chief will likely be answerable for organizing and managing the tens of millions of present podcasts on YouTube, an organization spokesperson has reportedly confirmed.
YouTube would possibly achieve some podcast-specific options sooner or later
Google’s cellular apps division is answerable for bettering the person expertise of the YouTube app and web site. Whereas the platform has undergone a number of user-facing modifications over time, the vast majority of them targeted on bettering the video expertise. There have been little to no efforts on podcast-specific options that might enhance the listening expertise on YouTube.
Podcast creators on YouTube largely add their content material as a video file, typically with a recording of their faces whereas speaking, whereas at different occasions, with generic cowl artwork or another associated info. However the video feed often doesn’t contribute to the content material of the podcast for listeners. In any case, that’s what podcasts are all about, an audio-first expertise.
With some podcast-specific options, YouTube might have been a significantly better place for podcast listeners. Fortunately, the corporate appears to be giving some consideration to it, not only for the sake of customers but in addition as a result of podcast promoting gross sales are anticipated to double this yr. As extra folks take to YouTube for listening to podcasts or share their creations, the corporate wouldn’t wish to lose out on any income alternative.
Video will stay its core providing although. YouTube reportedly generated round $20 billion in promoting gross sales final yr. Your entire podcasting enterprise, in the meantime, didn’t prime $1 billion within the US.
Furthermore, Google already has a devoted podcasts app. So the corporate is probably not seeking to overly enhance the podcast expertise on YouTube. Nicely, except it plans to kill off its devoted podcasts app and merge the service with YouTube, or YouTube Music.
A lot of Google’s rivals, together with Amazon, Apple, and Spotify, have invested themselves closely on the planet of podcasting. So the corporate will likely be on its heels as effectively. However solely time will inform whether or not YouTube podcasts get the eye they want.