YouTube launches a devoted podcasts homepage for US customers


Earlier this 12 months, stories emerged that YouTube would soon add a dedicated podcasts homepage — a sign the corporate was getting extra severe about its investments in podcasts and the potential advert income they may ship. At present, YouTube confirmed to TechCrunch the brand new podcasts vacation spot is now dwell for U.S. customers, after the URL was found to be dwell forward of any formal announcement.

In line with a report by 9to5Google, the devoted podcast web page YouTube.com/podcasts went dwell someday final month and is now linked, no less than for some customers, on YouTube’s existing Explore page alongside different prime locations like Gaming, Sports activities, Studying, Trend and others. It didn’t seem within the web site’s sidebar navigation, nonetheless.

Reached for remark, YouTube advised TechCrucnh the URL isn’t globally out there presently.

“The podcast vacation spot web page on YouTube helps customers discover new and in style podcast episodes, exhibits and creators, in addition to advocate podcast content material,” mentioned YouTube spokesperson, Paul Pennigton. “It’s at the moment out there within the U.S. solely.”

YouTube declined to reply additional questions in regards to the firm’s plans for podcasts normally or the vacation spot itself — hinting {that a} broader announcement was nonetheless to return. (It’s potential this can be one of many bulletins deliberate for a YouTube creator occasion scheduled for subsequent month, if we needed to guess.)

Earlier than at present, there have been already various hints that YouTube was getting extra severe about podcasts — notably after Spotify entered the space with its support for video podcasts.

Final 12 months, YouTube hired a podcast executive, Kai Chuk, to guide its efforts within the house and has been offering cash to in style podcasters to movie their exhibits, stories mentioned. This March, a site called Podnews leaked an 84-page presentation that detailed YouTube’s podcast roadmap. Within the doc, YouTube revealed it had plans to pilot the function by ingesting RSS feeds. It additionally talked about a brand new URL, YouTube.com/podcasts, however the hyperlink didn’t work on the time.

The doc additionally helps to make clear a few of YouTube’s pondering round podcasts, because it recommended YouTube had plans to function audio adverts bought by Google and different companions. This might current a possible new income stream for the tech big at a time when the youthful era has shifted their search behavior from Google to other platforms, like TikTok. The doc mentioned YouTube deliberate to roll out audio-first metrics to creators and combine YouTube information into podcast measurement platforms, together with Nielsen, Chartable and Podtrac, as nicely.

The addition of a top-level touchdown web page for podcasts is a reasonably vital transfer for the corporate.

As totally different YouTube verticals have grown in significance and recognition, YouTube would spotlight these classes by providing them their very own homepages on its web site and have them as a hyperlink in its major navigation. Notably, it did this with YouTube Gaming again in 2015 and with YouTube Fashion (now Fashion & Beauty) in 2019. On cell, it additionally includes a distinguished hyperlink to YouTube Music that opens the companion app for YouTube’s Music service. Presumably, it might do the identical with podcasts sooner or later, if it needed to capitalize on its capacity to drive site visitors from its flagship app to its streaming service.

YouTube’s advances in podcasting observe vital investments on Spotify’s half into the medium. The corporate has spent more than $1 billion on related acquisitions. It introduced studios and unique exhibits in-house, launched paid podcast subscriptions and developed podcast advert tech platforms and companies. Spotify hyped the income potential for its podcast efforts this June, noting that its podcasting enterprise generated roughly €200 million final 12 months, up 300% from 2020.



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