A new “Podcasts” page launched as part of YouTube’s podcast promotion. For some users, the website youtube.com/podcasts will 404, but for others, a landing page showcasing podcast material will appear.
Although the page was only just discovered over the weekend, it appears to have been released gradually since last month. The podcast page is currently not very active. For arbitrary shows, it merely displays “Popular Episodes” and “Popular Podcast Playlists.”
You still only get the standard YouTube experience when you click through. Although it’s only a small first step, the strategy calls for Google’s media brand to make a significant push into podcasts.
The search section of Google progressively expanded into a podcasting service dubbed “Google Podcasts” in 2016. But it wasn’t until the release of the iOS app in 2020 that it truly began to take off as a viable service. Google Play Music Podcasts, which ran from 2015 to 2020, were available before then. Prior to that, there was “Google Listen,” which was powered by Google Reader and ran from 2009 to 2012. Google will launch YouTube Podcasts as its fourth podcasting service.
The constant stream of new products from Google is tiresome, but since YouTube is its strongest media brand, the switch to YouTube Podcasts makes a lot of sense. There are currently podcasts on YouTube, therefore it would definitely be beneficial to promote their growth with greater discoverability, an audio-only player, and a distinct content stream.
This approach of creating a unique vertical for already-existing YouTube material would emulate other (variably successful) YouTube verticals like YouTube Music, YouTube Kids, and YouTube Gaming. We’re merely seeing the beginnings of YouTube Podcasts, assuming the corporation once more adopts its well-established “vertical” model.
YouTube is attempting to keep up with some of Google/major YouTube’s rivals, including Spotify, Amazon, and Apple, who have invested millions (or billions) in podcast-related technologies and exclusivity partnerships.
The firm has also been promising to pay the launch fees for well-known podcasts who wish to transition to video, and recently created the executive position of “Podcast Lead” with the mandate to “manage the vast volume of existing podcasts and partnerships throughout the YouTube platform.” Improvements for creators included support for RSS uploads, improvements to podcast search and discovery, better analytics, and audio-only adverts, according to a rumored YouTube presentation for podcast producers.
The podcast front page, which is accessible via the explore tab, features top episodes, playlists, and suggestions before a list of producers and genres like real crime, sports, and music. It’s not clear how the shows were selected. It’s currently available to US accounts.