YouTube Launches A New Page For Podcasts

YouTube Podcast Page

As more audio-first podcasts start to simulcast video episodes onto YouTube, the platform is beginning to optimize its user experience for podcast consumers through a new podcast-first destination. According to a report by 9to5Google, “the dedicated podcast page YouTube.com/podcasts went live sometime last month and is now linked, at least for some users, on YouTube’s existing Explore page alongside other top destinations like Gaming, Sports, Learning, Fashion, and others. It did not appear in the website’s sidebar navigation, however.”

YouTube Podcasts have a similar look and feel to the YouTube homepage. However, it looks like they have a different take on content discoverability. Where the YouTube homepage features an endless scroll of new video content to consume based on your interest, the YouTube Podcast homepage instead categorizes content by genre: such as Comedy, True Crime, and Film. 

Financial Impact On Creators: 

According to Bloomberg, “In March, YouTube began offering podcast and network “grants” worth tens and hundreds of thousands of dollars to launch video versions of shows on the platform. YouTube is reportedly offering about $50,000 to individual podcasts, and $200,000 to $300,000 to networks to help cover the cost of video production.” And platforms like Spotify have taken notice, giving their podcast users the ability to create and upload videos for shows using Anchor, a Spotify-owned product. The big question is can Spotify beat Google / YouTube at the revenue share game on podcasts? In Music, Spotify dominates YouTube with significantly higher CPMs. Still, if YouTube can start to provide podcast users with new audience discoverability options and higher CPMs, we might start to see a larger migration to YouTube. But for now, I would anticipate the continuation of a largely fragmented market with content creators publishing podcasts across multiple platforms, such as YouTube, Spotify, Apple, Amazon, and more. The consolidation of podcast content will be an interesting market to watch in the 2020s and beyond.

Share This Article:

Download Our Mobile App

Partner With Us:

Grow Your Revenue with Brand Partnerships

More Posts:

TikTok Now

What does the future of TikTok Now look like?

Recently, TikTok launched a new feature on the app called Now. Users are prompted to take a picture at a random time of the day from their front and back cameras. Much like the French app BeReal, TikTok Now encourages users to post at an unexpected time and more authentically show what they are doing.

YouTube Ad Script

How Brands Can Create A Great YouTube Ad Script

Do not tell creators to wing it! If you are buying influencer marketing media integrations in 2022, you need to be giving creators scripts that inspire action. To put creators in the best position for success, here are a few simple tips we always follow at InfluenceLogic.

Brands Build Deeper Connections

Three Ways Brands Can Build Deeper Relationships With Creators

Q1 2023 media buying is upon us, and many brands are thinking about it all wrong. Put simply, most brands think like advertisers, not like YouTube community members. If you are planning your 2023 media content strategy, consider these three tips to bring some empathy to your relationships with influencers and, in turn, maximize the impact of your program.

Three Types of Sponsorships

Three Types of Sponsorships Creators Should Know About

For many creators, negotiating deals with brands can be nerve-wracking. It is difficult to know how much to charge, structure deals, and ensure you set yourself up for a long-term partnership. In this article, I hope to share three standard deal types you should know about before negotiating with a brand. By understanding these deal types, you should be able to co-create a mutually beneficial partnership with any brand.

Performance Partnerships
for Creators & Brands