YouTube is going to bring a podcast dedicated homepage:
There was already some cue about YouTube being serious about the growing audiences for the podcast. Now, it has reportedly hired Kai Chuk, a podcast executive, and given podcasters the money to shoot their videos. Now a leaked document also shows that YouTube is planning in this sphere and going to launch a homepage for podcasts on YouTube.com. Even, for podcasters, there will be other monetization features.
It was reported by Bloomberg also that the YouTube team was working to hire the executive Kai Chuk. On the other hand, YouTube music in Canada gives free listeners access to listen to background music as well.
YouTube.com/podcasts
As per the report, in 84-page presentations, YouTube described its roadmap for podcasts. Here the company has said it will improve podcast ingestion by improving the ability of the podcast RSS feeds. It is also stated that there will be a completely different page for podcasts at YouTube.com/podcasts. Although the URL does not work, it also does not redirect to the YouTube homepage automatically. If the news turns true, this site will be available for visitors soon.
Audio-ads market expansion
Without any shadow of a doubt, YouTube is now thinking of podcasts as its way to expand the advertisement business. The document also hints that YouTube will show the audio advertisement sold by Google as well as other partners. It also mentions the support of the “new metrics” is primarily designed for the audio-first creators. One page has also shown that brands like Chartable, Podtrac, and Nielsen are also listed as its partners.
The addition of the new homepage for podcasts can also be proven as YouTube’s new strategic decision to expand the video streaming behemoth. Over the past several years, YouTube has provided categories like gaming, videos, music, fashion videos, and movies. Adding to this the content on YouTube has helped the music streaming platform of it, YouTube music to grow. So, now the arrival of the Podcast section will certainly help Google to expand its business in podcasts as well.
Tackle competition from Spotify and Apple Music:
Spotify has been dominating the podcast advertisement market. This move by YouTube is surely their strategic move to tackle the competition from Spotify. Spotify has done several acquisitions in the past few years to bring related ad-tech into the house. Even, Apple Music is also not left behind. Due to that, Spotify can sell its ads and also can introduce streaming and insertion technology. Moreover, it can also launch its audio ad marketplace and try out some new ad formats. On the other hand, YouTube, being a video streaming platform, has missed the audio ads market growth.
The document was not published fully. And it is still unknown when the document was first published and distributed. There were some references to launches that were listed as coming in “2022”. The document also mentioned the name of the company Chartable, the company acquired by Spotify last month. YouTube still has not commented anything on the leaked news yet. If the news comes true, it will be clear that podcasts will become the new business for advertisement. And many media giants will jump into it actively. Only time will speak, what exciting is going to happen.
