Podcast on Youtube: check out the platform’s bets

The video platform, YouTube, has already made clear its steps towards popularizing content in podcast format. After all, today, it is the biggest player in the dispute for videocast or vodcast consumption (podcast recording transmitted on video).

With the advances of Spotify, which made it possible to upload video excerpts of the content. Youtube now has a specific tab for this format, bringing together the biggest channels (in number of subscribers) in one place.

In this way, Google's video platform abandons passive positioning in the fight for the number one position in content consumption in a growing format.

But, what are the advantages of the new podcast bet on YouTube, and how can this impact video production?

That's what we're going to discuss in today's text. Read on and check out all the details!

How does the new podcast tab on YouTube work?

The concept is very simple, in the same way that the platform curated content based on genre and even format. Now, they have reserved a part for videos with podcast characteristics.

You might think that this isn't that significant of a change. In a way, as I said before, it's a simple concept that already existed for other types of videos.

However, the modification can bring valuable results for the future of these types of videos.

Firstly, the podcast format has been growing on the market for a long time. Currently, according to research Insight Podcast 2021, there are around 2 million active podcasts.

A significant number, which is only possible due to the increase in listeners. That's right, the demand for this type of video/audio grows proportionally to the number of programs.

Youtube has always been the market leader. However, with this growth, other streaming platforms invested in the new product, such as: Spotify, Apple, among others.

Factor that resulted in Google's attempts to highlight its application in this market.

Why divide podcasts from other types of videos?

Firstly, this is not really a division, but it is a way to find your program more easily on the platform. This is YouTube's real intention of telling its consumers: “hey, I have something for you!”.

In fact, YouTube already dominates the podcast market. But, despite presenting superior results in the segment, nothing distinguished the brand as a market leader.

Streaming platforms, such as Spotify, were already running campaigns to promote their original programs. In fact, with significant investments in the format.

That's where the need to take a stand came from. Thus, placing the brand as a strong competitor, not only for the market, but also for the public.

What prompted the change in podcast delivery on YouTube?

But, if YouTube was already number one in podcast consumption, why change?

As we saw previously, the platform has always maintained an inert stance in the dispute. But, they have never suffered so much competitive pressure as they do now.

Whether through the promotion of original content or the inclusion of videos in audio applications, each change indicates a step closer to YouTube in the race.

Google's positioning in relation to podcasts on YouTube tends to change even more. This is because efforts to dominate the market are coming from all sides.

According to a study by Edson Research 2022, more than half of the public podcasters (term used to define professionals in the field), is concentrated on YouTube.

But, with investments increasing, this is a scenario that can change at any time.

Podcasts for companies

Have you read our article about podcasts for companies?

Many businesses are betting on the format to engage their audience and increase the conversion potential of marketing campaigns. Therefore, you need to consider whether this is a content format for your company.

Want to learn everything about the subject? Access our article right now and check out all the details, formats and information to make your decision!

Beatz Podcast

Beatz has already joined the trend, and is in the second season of Beatz Podcast. Haven't run a marathon yet?

Well, know that you are missing out on many chances to leverage your company’s digital marketing. There are weekly conversations with experts in the field to deliver the best references to our listeners.

Every Tuesday at 18:30 pm, live on YouTube. On Wednesdays, you can listen to the full episode via our profile on Spotify, or follow through the cuts available in the Beatz's Instagram. Take the opportunity to follow us and not miss any content.

To the next!