YouTube launches a dedicated page for podcasts

Illustration by Kristen Radtke / The Verge; Getty Images

YouTube is embracing its position as the most used podcasts platform by launching a dedicated page. Any step the company takes toward consolidating listening could pose a challenge for competitors.

The page was launched in July and is still being rolled out. Only in the US can it be accessed through the Explore page, where there is a newPodcast tab. The new page has shows that are popular with subscribers, but not much else.

The page is not nearly as advanced as other platforms. Thanks to the rise of video podcasts and the ease of use, it may be smarter to stick to the format audiences already know, as a study found that YouTube is already outperformed by Apple Podcasts andSpotify.

It was more than just a strategy to have a presence in the space. Apple was the first company to enter the space. There were blockbuster deals with stars like Joe Rogan and Alex Cooper in the year 2019. It happened because everything ends up on YouTube.

It's still small for the video sharing site. The streamer brought in over 27 billion dollars for its parent company. According to a study by the Interactive Advertising Bureau, the industry just passed $1 billion. The page indicates that the company may put more resources into it even though it doesn't need to own it. The company didn't reply to the request for comment.