Podcasting has exploded in popularity in recent years, and there are now many platforms where listeners can access their favorite shows. Spotify, Amazon, Audible, and iTunes are among the most popular podcast platforms, each with unique features and benefits. Users can access a wide variety of content, from news and politics to true crime and comedy. With so much content available, it’s no wonder that consumers have an insatiable appetite for podcasts.
They provide a welcome distraction during commutes, workouts, and other daily activities, which is why entrepreneurs, business experts, and professionals can now listen to my tips on the go. In this blog, I, Makarand Utpat, discuss YouTube‘s recent move onto the podcast playing field.
So, What Happened?
YouTube has recently entered the world of podcasting, a move that could have a significant impact on the industry. The video-sharing platform has been testing a new feature that allows creators to turn their existing videos into podcasts, which can be accessed through a new tab on their channel page.
The move comes as the podcasting industry continues to grow rapidly, with an estimated 100 million Americans expected to be listening in 2024. YouTube, which has over 2.5 billion monthly active users, has the potential to disrupt the industry and reach a massive audience with its foray into podcasting.
So, what exactly is YouTube doing, and what does it mean for podcasting? Let’s take a look.
What is YouTube’s Podcasting Feature?
YouTube’s new podcasting feature allows creators to repurpose their existing videos as audio-only podcasts, which can be accessed through a new tab on their channel page. To use the feature, creators simply need to select the “create podcast” option when uploading their video, and the audio will automatically be extracted and turned into a podcast episode.
Once the podcast episode is created, it will be published to a separate RSS feed, which can be submitted to podcast directories such as Apple Podcasts and Spotify. This means that creators can distribute their podcasts to a wider audience outside of YouTube, potentially reaching new listeners who may not have discovered them otherwise.
How Can Business Experts like You and I Benefit?
The primary benefit of this feature is the ability for creators to repurpose their existing content and reach a wider audience. Entrepreneurs can easily turn their videos into podcasts, and content creators can make their work more accessible to listeners who prefer audio-only formats or want to listen on the go.
In addition, YouTube’s massive audience could potentially help creators springboard and reach new listeners, thus growing their audience. By hosting their podcasts on the video streaming giant’s platform, creators can tap into the powerful recommendation algorithms, which, too, could expose new viewers to their content.
Let’s not forget the potential to generate revenue. YouTube has a well-established monetization program for video creators, allowing them to earn revenue through advertising, sponsorships, and other means. The podcasting service allows creators to tap into this existing revenue stream and earn more money from their content.
Is It Too Good To Be True?
While YouTube’s podcasting feature has many benefits, there are also some potential drawbacks we must consider. Videos are typically compressed and optimized for streaming, resulting in lower audio quality compared to professionally recorded podcasts. Therefore when existing videos are converted, they will not be at par with new content when it comes to sound quality.
Another concern is that YouTube’s recommendation algorithms are not currently optimized for podcasts. While YouTube’s algorithms are highly effective at recommending videos, it is unclear how well they will perform when recommending podcasts. Only time will tell. Initially, this can limit the reach of podcasts hosted on the platform itself. This is especially true for smaller creators who may not have the same level of visibility as larger channels.
Lastly, there is a risk that YouTube’s entry into podcasting could further fragment the industry. With so many platforms and services available for podcast distribution, it can be difficult for creators to reach a wide audience with the intent to grow. By introducing yet another platform, YouTube could potentially exacerbate this problem and make it even harder for creators to succeed.
What Does YouTube’s Podcasting Feature Mean for the Industry?
YouTube’s entry into podcasting could significantly impact the industry, particularly if the platform can leverage its massive audience to promote podcasts. While it remains to be seen how effective YouTube’s recommendation algorithms will be for podcasts, the platform has the potential to reach a much larger audience than traditional podcast platforms.
This move could also help legitimize podcasting as a mainstream form of entertainment. By making it easier for creators to repurpose their existing videos as podcasts, YouTube could encourage more content creators to experiment with the format and produce high-quality podcasts that appeal to a broader audience. Those who create video content can experiment to see how they may fare in the podcast world.
The move also highlights the continued convergence of different forms of media. As video, audio, and other forms of content become more integrated, platforms like YouTube seek new ways to engage their audiences and stay relevant. Podcasting provides a natural extension for YouTube, which already hosts a massive amount of audio content in the form of music videos and other audio-focused videos.
As I mentioned earlier, this could be a game-changer for smaller podcasters, allowing them to earn more revenue from their podcasts and have access to a wider audience. This could help level the playing field and make it easier for up-and-coming podcasters to build their audience and grow their brand.
I must say that this is an exciting development for the industry. Do you want to take advantage of YouTube’s massive audience and existing infrastructure?
As a business coach, I, Makarand Utpat, can help you tap into YouTube and other aspects of social media so that your business strategy aligns with the desired results. My books, podcasts, courses, and coaching program are all geared toward helping entrepreneurs, business experts, and professionals across industries harness their true power and unleash their potential.