YouTube Plans To Support Podcast Integration, Monetization & Analytics

YouTube's podcasting plans were revealed in leaked documents. YouTube has been offering cash grants to podcasters and podcast networks to create video versions of their shows. But, an 84-page presentation that PodNews shared indicates that it intends to do more than just increase the number of shows on the platform. It has bigger ambitions for podcasting, focusing initially on podcast integration, monetization, and analytics.

Here’s a breakdown of each:

• Integration: The platform plans to make it easier and simpler for creators to upload podcasts to YouTube through RSS feeds. It also plans to improve search and discovery through a podcast destination page, following at the show level, and podcast cards in search.

Source: PodNews

• Monetization: It plans to grow Google-sold audio ads and launch Partner-sold audio ads to help advertisers reach audio content consumers.

Source: PodNews

• Analytics: It will launch updated analytics with new metrics for audio first creators. Additionally, YouTube data will be integrated with industry-standard measurement platforms such as Podtrack and Nielsen.

YouTube’s dedicated podcasting efforts for creators are significant. It will help them get discovered and allow them to monetize their shows through ads.

Discoverability is one of podcasts' biggest challenges today. YouTube can help solve this based on its proven track record of connecting people with video content they care about most. Spotify and Apple Podcasts are making progress on the discoverability front, but there’s still a lot of room for improvement across the industry.

Commenting is another way YouTube's podcasting efforts can stand out. Major podcast platforms do not allow listeners to comment. YouTube plans to do this, allowing podcasters and brands sponsors to understand content and audience connection better.

Like newsletters, podcasts are another format becoming more intertwined with the social media experience.