There were reports that said that the company had begun offering cash to popular podcasters to film their shows, and that Kai Chuk was hired to lead its efforts in the space. A leaked document shows more about the plans for a future podcasts homepage on YouTube.com and other features.
Podnews got its hands on an 84-page presentation where YouTube described its podcasts plan. The company says it will improve the ingestion of the show by allowing it to pull in RSS feeds. It also said that it will have a new homepage at YouTube.com/podcasts. If you put other random words after the slash, the URL doesn't automatically go to the YouTube home page.
It's not surprising that Google sees podcasts as a way to expand its advertising business. The document suggests that audio ads will be sold on the site. New metrics designed for audio-first creators and the ability to integrate YouTube data into industry-standard measurement platforms are mentioned. One page shows brands that are partners.
Adding a new vertical to YouTube would be a logical next step for the company.
Over the years, YouTube has highlighted the service's larger content categories by giving them their own homepages, as it did with YouTube Gaming back in 2015 and with YouTube Fashion in 2019. YouTube content helps to power the music streaming service, YouTube Music, which competes with other services like Spotify, where podcasts are a competitive advantage.
The company has made several acquisitions to bring related adtech in-house. As a result, Spotify has been able to sell its own ads, introduce streaming ad insertion technology, launch its own audio ad marketplace, and try out new ad formats. As a video-focused platform, YouTube has been left out of the growth of the ad market.
The full document was not published by Podnews and it is not clear when the document was first produced or distributed. According to its article, YouTube didn't comment to Podnews. If a comment is provided to us, we will update.
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