There have already been a few signs that YouTube is taking podcasts more seriously, with reports saying the company has hired podcast manager Kai Chuk to spearhead its efforts in the space and has even begun offering money to popular podcasters to support their effort. shows. Now, the leaked document has revealed more about YouTube’s plans in the area, pointing to a future podcast homepage and other monetization features on YouTube.com.
The details were released by PodNews, which recently got its hands on an 84-page presentation in which YouTube outlines its podcast roadmap. Here, the company says it will improve podcast recording by testing its ability to receive an RSS feed for podcasts. He also noted that he plans to centralize podcasts on the new YouTube.com/podcasts homepage. The URL doesn’t work yet; But it also doesn’t automatically point to the YouTube homepage, as it does when you add other random words after the slash.
It’s no surprise that Google sees podcasts as a way to expand its advertising business on YouTube. The document shows that YouTube will run audio ads sold by Google and other partners. It mentions support for “new metrics” designed for audio creators, as well as the ability to integrate YouTube data into the standard podcast measurement platform. One page lists brands such as Nielsen, Chartable, and Podtrack as partners.
Adding a new podcast vertical to YouTube would be a logical next step for the company.
Over the years, YouTube has emphasized the service’s larger content categories by giving them their own home pages, as was the case with YouTube Gaming in 2015 and YouTube Fashion (now Fashion & Beauty) in 2019. Also, YouTube content helps with music. Streaming service YouTube Music competes with other services such as Spotify, where podcasts are a competitive advantage.
Spotify has been trying to dominate the podcast advertising market and has made several acquisitions to attract relevant advertising technology. As a result, Spotify has since been able to sell its own ads, implement streaming ad insertion technology, launch its own audio ad marketplace, and try out new ad formats. Meanwhile, YouTube, as a video-centric platform, has significantly reduced the growth of this ad market.
PodNews has not released the full document, and it’s unclear when the document was first released or distributed, citing a launch listed as “in 2022” and mentioning Chartable, a company that Spotify acquired last month. According to the article, YouTube did not comment on Podnews. We will update if we have any comments.