Many reports from earlier this year hinted that YouTube might soon launch a dedicated page for podcasts. Now, it seems like the popular streamer has already done so, and it could give tough competition to rivals like Apple Podcasts and Spotify.
Additionally, the podcasts page has been in play since late last month and is still rolling out to users. However, it is available to only US users at youtube.com/podcasts or via the Explore page (app or browser). On the Explore page, the podcast tab appears alongside Gaming, Sports, Learning, Fashion, and others.
YouTube’s podcasts page
Paul Pennigton, a YouTube spokesperson, said, “The podcast destination page on YouTube helps users explore new and popular podcast episodes, shows, and creators, as well as recommend podcast content.”
Furthermore, the podcasts page features trending shows and channels with millions of subscribers, like The H3 Podcast or Logan Paul’s podcast. However, it does not offer a lot of options.
Moreover, the page isn’t as “sophisticated” as its rivals, but it doesn’t matter much. The reason is that a study by Cumulus ( an American broadcasting company) revealed in May that YouTube is already beating Apple Podcasts and Spotify. And that’s all because of the increase in video podcasts and ease of use. Hence, that might be why YouTube stuck to the format the users are already familiar with for the podcasts page.
On another note, Apple was the first tech company to enter the podcasting space in 2005. In addition, Spotify entered the space in 2019, investing more than $1 billion in related acquisitions. It brought studios and exclusive shows in-house, launched paid podcast subscriptions, and developed podcast ad tech platforms and services. On the other hand, the presence of podcasts on YouTube was not a strategic step on the company’s part. It just happened.
Adding the podcasts page on YouTube is a significant move for the company. Besides, YouTube already has dedicated homepages for Gaming, Fashion, Music, etc. The streamer highlights these categories as links and has dedicated pages (for them) because they are popular and significant.
Furthermore, YouTube doesn’t need to own podcasting. The streamer’s revenue was $28.8 billion in 2021. Whereas, according to a study by the Interactive Advertising Bureau, the entire podcast industry brought in just $1 billion last year. However, the podcasts page indicates that YouTube might put more resources into podcasting anyway. Lastly, the company declined to answer any questions concerning its plans for podcasts. Thus, it is likely a broader announcement is still to come.