YouTube launches a devoted podcasts homepage for U.S. customers – TechCrunch

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Earlier this yr, reviews emerged that YouTube would soon add a dedicated podcasts homepage — a sign the corporate was getting extra severe about its investments in podcasts and the potential advert income they might ship. At the moment, YouTube confirmed to TechCrunch the brand new podcasts vacation spot is now stay for U.S. customers, after the URL was found to be stay forward of any formal announcement.

Based on a report by 9to5Google, the devoted podcast web page went stay someday final month and is now linked, at the very least for some customers, on YouTube’s existing Explore page alongside different high locations like Gaming, Sports activities, Studying, Vogue and others. It didn’t seem within the web site’s sidebar navigation, nonetheless.

Reached for remark, YouTube advised TechCrucnh the URL shouldn’t be globally accessible right now.

“The podcast vacation spot web page on YouTube helps customers discover new and common podcast episodes, reveals and Creators, in addition to suggest podcast content material,” mentioned YouTube spokesperson, Paul Pennigton. “It’s presently accessible within the U.S. solely.”

YouTube declined to reply additional questions concerning the firm’s plans for podcasts basically or the vacation spot itself — hinting {that a} broader announcement was nonetheless to return. (It’s doable this might be one of many bulletins deliberate for a YouTube creator occasion scheduled for subsequent month, if we needed to guess.)

Earlier than at present, there have been already a variety of hints that YouTube was getting extra severe about podcasts — significantly after Spotify entered the space with its support for video podcasts.

Final yr, YouTube hired a podcast executive, Kai Chuk, to steer its efforts within the house and has been offering cash to common podcasters to movie their reveals, reviews mentioned. This March, a site called Podnews leaked an 84-page presentation that detailed YouTube’s podcast roadmap. Within the doc, YouTube revealed it had plans to pilot the function by ingesting RSS feeds. It additionally talked about a brand new URL, however the hyperlink didn’t work on the time.

The doc additionally assist to make clear a few of YouTube’s considering round podcasts, because it recommended YouTube had plans to function audio advertisements bought by Google and different companions. This might current a possible new income stream for the tech large at a time when the youthful technology has shifted their search behavior from Google to other platforms, like TikTok.  The doc mentioned YouTube deliberate to roll out audio-first metrics to creators and combine YouTube knowledge into podcast measurement platforms together with Nielsen, Chartable and Podtrac, as nicely.

The addition of a top-level touchdown web page for podcasts is a reasonably important transfer for the corporate.

As completely different YouTube verticals have grown in significance and recognition, YouTube would spotlight these classes by providing them their very own homepages on its website and have them as a hyperlink in its foremost navigation. Notably, it did this with YouTube Gaming again in 2015 and with YouTube Fashion (now Fashion & Beauty) in 2019. On cell, it additionally contains a outstanding hyperlink to YouTube Music that opens the companion app for YouTube’s Music service. Presumably, it may do the identical with podcasts sooner or later, it it wished to capitalize on its capacity to drive site visitors from its flagship app to its streaming service.

YouTube’s advances in podcasting comply with important investments on Spotify’s half into the medium. The corporate has spent more than $1 billion on related acquisitions. It introduced studios and unique reveals in-house, launched paid podcast subscriptions, and developed podcast advert tech platforms and providers. Spotify hyped the income potential for its podcast efforts this June, noting that its podcasting enterprise generated roughly €200 million final yr, up 300% from 2020.

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