Howdy! I’m again from my travels and am in New York just for a bit earlier than flying off to Dallas for Podcast Motion (I simply obtained an “on time” notification from American Airways, however I’m not holding my breath). There might be a good quantity of star energy on the convention (Mark Cuban! Audie Cornish!), however I’m most trying ahead to getting some face time with Scorching Pod readers. Additionally, the gossip — you recognize I reside for the gossip.
Right this moment, YouTube is making some podcast strikes, and Meghan Markle lastly debuts her Spotify podcast.
Unique: (one other) examine exhibits YouTube is the most-used podcast platform
I’m conscious I sound like a damaged document, however we actually should be maintaining a tally of how YouTube might wield its energy within the podcasting house. In line with information from Luminate’s Podcast 360 report shared solely with Scorching Pod, YouTube is the most-used platform for podcasts, with 78 p.c of US podcast listeners 13 and older saying they’ve used the streamer for his or her exhibits. That places it forward of heavyweights like Spotify and Apple Podcasts.
The findings replicate the identical development reported by Cumulus in Might, which reported YouTube snagging the primary spot from Spotify. Luminate dug into some listeners’ preferences, and the stats fairly clearly lay out why YouTube is changing into so fashionable.
A significant component is the rise of video podcasts. Though listening continues to be the dominant method folks devour podcasts, with 83 p.c of respondents saying they hearken to their exhibits, 59 p.c stated they watch podcasts. Of these surveyed, 42 p.c stated they do each. Spotify and Apple each help video podcasts, however YouTube continues to be the default for video.
Plus, podcast customers largely need cash for nothing and chicks at no cost. Practically two-thirds stated the worth of subscription was an necessary consider selecting a podcast platform, and 56 p.c stated that ease of use mattered, as effectively. Spotify and Apple Podcasts are additionally free and simple to make use of, however YouTube capabilities like a Google search. Customers already use it for different issues, so why not podcasts? Talking of…
YouTube launches an official podcast web page
YouTube’s presence in podcasting has been largely passive, however it’s now embracing its place because the most-used podcast platform by launching a devoted podcast web page. That is the primary vital step YouTube has taken in consolidating podcast listening.
The web page debuted in late July and continues to be within the rollout course of, in response to 9to5Google. It may be accessed solely within the US at youtube.com/podcasts or by way of the Discover web page (in-app or browser), the place there’s a new podcast tab. The brand new web page options trending exhibits and channels that have already got thousands and thousands of subscribers, like The H3 Podcast or Logan Paul’s podcast, however in any other case doesn’t exhibit a ton of curation.
Podcasting continues to be small potatoes for YouTube. The streamer introduced in $28.8 billion for its mother or father firm, Google, in 2021. In the meantime, the whole podcast trade simply handed $1 billion final 12 months, in response to a examine by the Interactive Promoting Bureau and PricewaterhouseCoopers. YouTube doesn’t really want to personal podcasting, however the web page is a sign that the corporate might put extra sources into it anyway and entice extra podcast publishers. Which, by the best way…
NPR brings extra exhibits to YouTube
The grande dame of audio herself is getting in on the YouTube rush. On Tuesday, NPR introduced that it’s partnering with YouTube to carry greater than 20 of its exhibits to the streamer. Hits like NPR Politics, Up First, and Throughline are actually obtainable on the platform.
This isn’t NPR’s first foray into YouTube — the community’s Tiny Desk Live shows have been successful on the platform for some time (Usher’s latest efficiency has gotten greater than 10 million views). However whereas Tiny Desk Live shows are filmed, the podcasts are nonetheless audio solely. And it seems like NPR has been quietly posting podcasts on YouTube for just a few months now — episodes of exhibits like Code Change and Planet Cash began showing in June.
“We are excited for our podcasts to reach new audiences on YouTube,” Anya Grundmann, SVP of programming and viewers growth at NPR, stated in a press release. “It’ll be great to have our public service journalism searchable and accessible in ways it never has been before.”
We lastly get a Meghan Markle podcast on Spotify
I additionally like to tug my ft on tasks, however 20 months!! Prince Harry and Meghan Markle, the Duke and Duchess of Sussex, have launched their first podcast sequence with Spotify after slicing a take care of the corporate in December 2020. Markle-hosted Archetypes, which debuted Tuesday, is an interview present that makes an attempt to deconstruct “the labels that try to hold women back.”
Within the first episode, Markle talks to Serena Williams, who not too long ago introduced her retirement from tennis, in regards to the double requirements utilized to bold girls. She additionally faucets UC Berkeley professor Laura Kray for her professional evaluation on gender within the office. If that each one sounds slightly too educational, the present additionally has what you actually got here for: juicy royal gossip.
The sequence was first introduced within the spring, following a hiccup within the relationship between the Sussexes’ Archewell Audio and Spotify. In January, the deal gave the impression to be on shaky floor when the studio raised considerations about Spotify’s dealing with of Joe Rogan’s COVID misinformation. The scenario appears to be resolved.
It’s too quickly for the present to look on Spotify’s charts. I’ll be holding an eye fixed out to see the way it does — Spotify has not had the very best luck with its homegrown superstar podcasts, however perhaps Markle would be the one to interrupt that streak.
That’s all for now! I’ll be again subsequent week with highlights from Podcast Motion.