HIGHLIGHTS
- Google-sold audio advertising alongside podcasts are anticipated to appear on YouTube.
- YouTube's stats for audio-first producers are believed to have been upgraded.
- Spotify has also been working on a new podcast vertical stream.
YouTube looks to have aspirations to compete with podcast industry behemoths such as Apple and Spotify. An 84-page document that is believed to define the company's plan has purportedly been leaked. The text is said to be aimed towards podcast publishers. According to this leaked paper, YouTube intends to increase podcast ingestion onto its platform. A new podcast homepage with a comparable YouTube style is also coming.
The story comes from Podnews, which claims to have obtained an 84-page PowerPoint presentation created by YouTube. It does not include the entire talk but concentrates on a section titled 'Looking Ahead.' According to the rumour, YouTube will gain a separate 'Podcasts' homepage at youtube.com/podcasts (URL presently unavailable) for enhanced search and discovery. The online video sharing company is rumoured to be working on making it easier to publish podcasts to its site. YouTube is also rumoured to be intending to deliver audio adverts offered by Google and other partners to its audience when they listen to music, podcasts, and other audio content.
According to reports, YouTube is changing its statistics by including new data measures geared for audio-first artists. This stage is designed to combine its data with industry-standard podcast measuring tools such as Nielsen, Podtrac, and Chartable.
Spotify is also rumoured to be working on a new 'audio newsfeed' for quick podcast discovery on its applications. An purported video showing the new vertical feed has also emerged, displaying a distinct 'Podcasts' option in the app. The stream is said to have a TikTok-style vertical structure with podcast segments from producers the user might like. Spotify is thought to be leveraging Podz technology, which it purchased last year, to automatically choose podcast pieces.
