Due to an investment push, there are currently “1 billion monthly active viewers of podcast content” on YouTube, which earlier this year became the “most frequently used service for listening to podcasts in the U.S,” with over 1 billion people accessing its material each month.
In an interview, Tim Katz, YouTube’s vice president for partnerships, stated, “We’ve seen a lot of growth.” Podcasts were initially recognized by YouTube as a popular source of content during the epidemic. According to him, YouTube has not previously actively promoted the medium or looked for these kinds of producers.
Katz claimed that viewers were swarming to the material of podcasters who were naturally making their way into YouTube. “We thought we should lean in at that point.”
Katz claimed that although the YouTube podcast trend “existed, it was a matter of us pouring some gas on it.” Now that podcasters can categorize their material as such, YouTube’s search algorithm will be able to show the shows to more podcast listeners. According to Katz, YouTube aims to keep enhancing the revenue-generating opportunities for podcasters and expanding its multilingual support to enable global audience consumption.
YouTube provided more comprehensive data, made sure podcasters could sign up for the platform’s advertising business, committed staff to the endeavour, and suggested additional podcast material to listeners and viewers.
As of January 2025, YouTube has reached the 1 billion milestone. This milestone demonstrates YouTube’s dominance in the podcasting sector and illustrates the preference of consumers for formats that prioritize videos. Over 400 million hours of podcast material were viewed on TVs and devices in living rooms last year, according to a survey by YouTube. It is attributed to the popularity of “podcasts with video” as opposed to only audio. YouTube surpassed Spotify and Apple Inc.’s Podcasts app to become the most popular podcast platform in the United States, according to Edison Research in October.
Both Spotify and Apple Podcasts face fierce competition from YouTube, which is still claiming its hegemony in the podcasting market. YouTube said in a statement on Wednesday that it now has over 1 billion monthly active podcast listeners.
Through these efforts, YouTube surpassed Spotify Technology SA, which contributed to the rise in podcasting by spending over $1 billion on license agreements and purchases of well-known shows. But in 2022, Spotify shut down its in-house podcasting studio, cut staff, and drastically scaled back its podcasting operations when investors were disenchanted with the music streaming service’s wasteful expenditures. At about the same time, YouTube started paying podcasters up to $300,000 to make video versions of their broadcasts.
Spotify, YouTube’s main competitor in the podcast market, has noticed and has begun using video content to draw in presenters and users. In November 2024, Spotify began paying well-known video presenters, increasing its commitment in video-first podcasting. With this action, Spotify could be able to overtake YouTube, which now distributes billions of dollars in ad income to creators.
YouTube also revealed that it is making adjustments to mid-roll advertisements in an effort to improve the viewing experience and perhaps increase income for artists. Instead than interrupting films with an ad in the middle of a dialogue or action scene, YouTube will start using mid-roll advertising on May 12 at suitable video break points, such pauses and transitions.
Google claims that its search and recommendation system are “often the first place people go when looking for a new podcast,” assisting “people in discovering their next favourite podcast.”
YouTube has “added more and more podcasters to our revenue sharing program, the YouTube Partner Program,” according to creators.
With reference to both the main app and YouTube Music, YouTube claims that it “specifically developed our podcast product experience to make it easier for fans to find podcasts they love, discover new ones, and watch (or listen!) wherever they want.”
Google Podcasts went down in favour of YouTube Music last year, and YouTube Studio introduced an RSS upload feature that converts audio into a basic video. Although YTM saw some much-needed changes, updates were few in the second part of the year. Additionally, a “Your podcasts” page was added to the You/Library area of the YouTube app.
There is “more to come” in terms of “making [YouTube] the best home for all your favourite podcasts,” according to the firm.
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