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YouTube on an iPad
Souvik Banerjee

Exclusive: YouTube's plans for podcasting

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Claritas
Sounds Profitable

In this week’s Sounds Profitable with Claritas, Bryan Barletta suggests we make competitive separation a priority in podcasting. Not to do so, he argues, is a bad listener experience - and bad business. Subscribe here.


Sep 12 2023: This broken link now points to the Internet Archive.
  • Exclusive: YouTube is planning tighter integration, monetisation and analytics for podcasts
Podcast Movement
YouTube

Despite no announcement from YouTube’s director of podcasting, Kai Chuk, at Podcast Movement Evolutions last week, Podnews has been sent an 84-page presentation produced by YouTube, intended for podcast publishers. In it, three slides marked “Looking Ahead” allow us a view into what YouTube is planning…

YouTube

YouTube mockup

YouTube

YouTube is looking at ingesting podcast RSS feeds directly, the slides suggest, with a new podcasts homepage to be at youtube.com/podcasts (a URL that doesn’t work, yet). Podcasts appear to be promoted with familiar, square, artwork thumbnails.

YouTube

YouTube monetisation

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Google
YouTube
Get it free

YouTube is to feature audio ads: both sold by Google but also by partners too, if they’re large enough. YouTube’s standard practice has been to share revenue with publishers, so we might expect, perhaps, revenue to be shared for podcast publishers as well.

YouTube

YouTube attribution

Chartable
IAB
Spotify
YouTube

YouTube will also supply analytics, particularly “new metrics for audio-first creators”. We might expect something aligning with the IAB guidelines, perhaps. And the company appears to be working with podcast attribution, like that available from Nielsen, Podtrac, and Chartable. Chartable was bought by Spotify in February, so perhaps this slide shows companies that YouTube have worked with, rather than companies it might work with in future.

YouTube

We’ve contacted YouTube for comment.

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