YouTube may be getting ready to enter a battle in the world of streaming – especially against Spotify, which is one of the commanders in the universe of podcasts. That’s because there are already indications that the company is preparing to launch a page dedicated to these audio content.
According to a leaked document obtained by the publication podcast shows more details about the upcoming podcasts homepage, as well as Google’s service plans to include monetization features.
Within the document, for example, there is an indication that YouTube would be working on supporting “new metrics” designed for content creators who prioritize audio, as well as the integration of data from the platform with information from third-party services for data measurement. of audio programs.
Podcasts, a natural step in the company’s strategy
It can be said that the subject is not exactly new to YouTube, since many podcasters currently use the platform to show the backstage of their recordings, which, in turn, are shared on other audio-focused streamings, such as Spotify. .
The practice, in fact, became so popular that the company itself began to encourage it, inviting major podcasters to film behind the scenes of their programs — and offering them money to do so. In March of this year, a report by the Bloomberg showed that the values offered by the company reached US$ 300 thousand for some popular show anchors.
In addition to the document giving more details about the company’s possible redirection of focus, there is also a strong argument that comes along with the recent arrival of Kai Chuck. The contract, carried out last October, was confirmed at the time by the newsletter hot podof The Vergewho cited a company spokesperson as a source, stressing the executive’s role in the Google universe: “managing the large volume of podcasts and relationships existing on the YouTube platform”.
That is, basically Chuck was hired to manage content and communities of audio programs within the platform. Having a leader on the subject working internally shows how much YouTube would be willing to invest in the subject.
Other than that, the audio niche is of great commercial interest to Google, as 15% of people who listen to music on the platform do so using the “background” listening feature, or when the user leaves the sound rolling without necessarily be watching the video (in short: podcasts would be welcome by the public).
Furthermore, investing in this market is an extra way to monetize the platform, so the movement is therefore a path that can even be said to be natural for the company.
It is worth mentioning that it was precisely these same steps that made the company embark on the world of music: by having a significant amount of users using the Google service to listen to the sounds of video clips made available on the platform — what later became YouTube Music.