Finally YouTube has rolled out its newest feature where podcasts are a part of YouTube Music. The YouTube Music app now has a dedicated tab that subscribers can tap into to find podcasts- only for those who have received the update.
Like Spotify, YouTube Music will allow users to move between the audio and video versions of a podcast directly within the audio streaming app with or without the subscription. This feels like something that has long been missing from YouTube Music, especially considering how popular its video-focused counterpart has been for watching video podcasts.
But despite the hype being around it since February, podcasts are not doing so well on YouTube Music, even after onboarding some of the biggest podcast networks in the USA, says the recent Bloomberg report.
The report says that, in stark contrast to these shows being massive on other podcast platforms like Spotify and Apple Podcasts, so far, the figures don’t stack up. Per-video views are modest, and neither are the weekly or monthly counts.
We’re not experts here, but we can think of a few reasons as to why YouTube is failing to attract listeners. Let’s dive into it.
Not Enough Content
One issue can be whether YouTube Music can arrive at a similar size crowd as Spotify, considering that it presently has less elite substance. Notwithstanding, YouTube as a video real time feature could have a major advantage over its opponent.
YouTube has been a spot for quite a while where numerous podcasters transfer the video content of their show. This could additionally persuade web recording audience members to look at YouTube’s video content also.
Offering web recordings for free also means that YouTube is moving towards a one-stop answer for a client’s different substance needs. However, even as YouTube offers a strong disclosure stage – the inquiry is whether it will be sufficient to get up to speed and arrive at the degree of Spotify supporters.
Lack Of Original Content
Since 2019, the foundation of Spotify’s podcast strategy has been the acquisition of exclusive original material, which has made Spotify the most opted platform for podcast producers as well as podcast listeners. YouTube Music will need to pick up its game shortly by releasing original podcasts or collaborating with podcast networks from all over the world.
The issue is whether YouTube’s robust discovery mechanism will be sufficient to catch up to and surpass Spotify’s amount of subscribers. YouTube is now hoping users will bypass Spotify, Amazon, and Apple to listen, which could be difficult to market. A Bloomberg story said that NPR, Slate, and The New York Times have joined up to upload their podcasts on YouTube.
While expanding its user base, YouTube Music must also maintain the usability of its platform. The uphill climb will be more difficult if YouTube viewers find it difficult to use and less comprehensive than existing podcatchers.
Insight On Listener Statistics
According to a Buzzsprout research from March, the number of Americans who listen to podcasts may reach 100 million by 2024. It increased from around 80 million. YouTube will bet on some of those listeners downloading their app and going online.
After the United States and China, India has the third-largest market for podcast listeners worldwide. By the end of 2023, it is expected that there will be 464 million listeners of podcasts, and the sector will be worth $4 billion. These figures point to a bright future for podcasting as a medium that is only beginning to see a revolutionary explosion.
If you’re still unsure about whether podcasting is the best strategy for developing and expanding your business. You may have all your podcast-related doubts cleared by reaching out to AudStory, one of India’s top podcast production companies! We cater to all of your specific podcasting needs, from consulting to editing solutions to marketing.
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