YouTube could have a dedicated podcast homepage – TechCrunch
There were already several hints that YouTube was getting more serious about podcasts, after reports indicated that the company hired a podcast managerKai Chuk, to lead his efforts in space and had even started offering money to popular podcasters to film their shows. Now, a leaked document has unveiled more information about YouTube’s plans in this area, pointing to a future podcast landing page on YouTube.com and other monetization features.
The details were posted by Podnews, which recently got its hands on an 84-page presentation where YouTube outlined its podcast roadmap. Here, the company says it will improve podcast ingest by piloting the ability to pull RSS feeds from podcasts. He also noted that he plans to centralize podcasts on a new homepage at YouTube.com/podcasts. The URL does not work yet; but it also doesn’t automatically redirect to the YouTube homepage – it does if you put other random words after the slash.
Not surprisingly, Google sees podcasts as a way to expand its advertising business on YouTube. The document suggests that YouTube will offer audio ads sold by Google as well as other partners. He mentions support for “new metrics” designed for audio-first creators and the ability to integrate YouTube data into industry-standard podcast measurement platforms. One page shows brands like Nielsen, Chartable and Podtrac listed as partners.
Adding a new “podcasts” vertical to YouTube would be a logical next step for the company.
Over the years, YouTube has highlighted the service’s broader content categories by giving them their own homepages, as it did with YouTube Gaming in 2015 and with YouTube Fashion (now Fashion & Beauty) in 2019. Additionally, YouTube content helps power Google Music. streaming service, YouTube Music, which competes with other services like Spotify, where podcasts are a competitive advantage.
Spotify sought to dominate the podcast advertising market and made several acquisitions to bring related adtech technology in-house. As a result, Spotify has since been able to sell its own ads, introduce streaming ad insertion technology, launch its own audio ad marketplace, and experiment with new ad formats. Meanwhile, as a video-centric platform, YouTube has been left out of much of this advertising market growth.
Podnews hasn’t published the full document and it’s unclear when the document was first produced or distributed, given references to launches listed as coming “in 2022” and mention of Chartable, a company acquired by Spotify last month. YouTube has not commented on Podnews, according to its post. We will update if feedback is provided to us.