Exclusive: YouTube's plans for podcasting
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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.Claritas
- Exclusive: YouTube is planning tighter integration, monetisation and analytics for podcastsYouTube
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 Podnews Podcast Movement
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 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.Google 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.Spotify YouTube Chartable IAB
We’ve contacted YouTube for comment.YouTube
Podimo has bought Dag en Nacht, the largest podcast publisher in the Netherlands. Dag en Nacht have over 60 shows; some will be placed behind Podimo’s monthly €5 (US$5.50) paywall.Podimo
PodWheels, powered by Radio Nemo, is set to produce podcasts for trucking professionals.
Sports broadcaster Mike Francesa has launched The Mike Francesa Podcast, after saying he was hesitant to dive into podcasting because he didn’t fully understand it.
Kerning Cultures Network, a female-led podcast company from the Middle East, has signed with talent agency CAA. It’s the first MENA podcast company to do so.
Ivone Schramm from Triton Digital joins RAIN for a Podcast Business Lunch today, on how programmatic works, how it is priced, and its trends. It’s at 12pm Eastern.
Sep 12 2023: This broken link now points to the Internet Archive.Triton Digital