YouTube Tests New Native Podcast Tools To Help Creators Distribute & Measure Podcasts

Source: YouTube

Along with announcing that podcasts will soon be distributed through YouTube Music, YouTube is currently testing new tools for podcast creators.

New Tools For Podcast Creators

First, it gives creators the ability to create a podcast or set an existing playlist as a podcast with YouTube Studio. For creators that are part of the experiment, they will be able to:

• Upload a podcast through a new Podcast option for Create

• View all of their Podcasts under a new Podcast Tab in the Content Menu

• Mark existing playlists as podcasts through a Set as podcast option

Second, creators will also see new podcast-specific analytics for videos that are marked as podcasts. They will access metrics for performance, audience, and revenue insights for each of their podcasts.

Why It Matters

These experiments bring native tools for podcasters to designate content as a podcast, distribute their podcast episodes, and measure their performance using podcast-related analytics. Adding these also moves YouTube deeper into podcasting, which it has gradually been doing with recent launches of a dedicated podcast hub and expanded Audio Ads. As the second most popular destination for podcasts, more support for podcasts makes it easier for creators to bring their podcasts to YouTube, encourages more people to use YouTube for their podcast consumption, and ultimately attracts more advertisers to run ads across podcast content.

TikTok is also another social media platform that seems to be diving into podcasts. It has been testing a native podcast feature, where users can listen to the audio of a video via a new 'Podcast' page while the app is in the background.