YouTube continues to be gearing up for a giant podcast push. After hiring an executive in command of podcasting final 12 months, YouTube is now providing money to common podcasts which might be prepared to make the soar to video.
Bloomberg is reporting that YouTube’s content material push works out to “affords of $50,000 to particular person reveals and $200,000 and $300,000 to podcast networks.” The report says these “grants” are supposed to assist with the excessive start-up prices of manufacturing video, which requires cameras, lighting, a studio, and loads of different tools you need not simply do audio.
We nonetheless do not know the extent of YouTube’s podcasting plans. The mission feels like one other occasion of YouTube growing a selected content material vertical with a specialised interface and customized branding. We have already seen this play out when YouTube’s plethora of gaming content material led to YouTube Gaming, when all the corporate’s music offers created YouTube Music, and when children’ content material received a “YouTube Children” vertical. If podcasting follows an analogous playbook, count on a “YouTube Podcasts” app and web site, or at the least a particular part within the Music app.
Companies are obsessive about progress, and on the subject of conventional on-line video views, it is exhausting to think about YouTube rising any larger. The extra believable answer to producing optimistic consumer metrics is that YouTube sees extra makes use of for the service outdoors of regular video views. What if extra folks used YouTube to hearken to music or to livestream video games? That is the considering that brings us all these new verticals.
YouTube is already dwelling to a ton of common podcasts, and Spotify’s splashy $100 million deal for the Joe Rogan Expertise took the podcast off of YouTube and made it a Spotify unique. It might not be shocking to see podcasts get the complete vertical therapy subsequent.