YouTube Music is diving deep into the fast-emerging and increasingly diversified field of Podcasts. Chief Product Officer Johanna Voolich has indicated where this promising “addition” to YouTube is headed.
YouTube values podcasting, podcasters, and the audience
YouTube published a detailed interview with Chief Product Officer Johanna Voolich. The interview reportedly explored YouTube’s commitment to Podcasting as a genre, Podcasters as valuable content creators, as well as the target audience.
Discussing the “Future of Podcasts” on YouTube Music, Johanna said, “[YouTube] deeply care[s] about fostering a vibrant podcast scene that caters to everyone and anyone”.
YouTube is currently the only platform, with a massive captive audience, that offers audio and video for Podcasts. “Video Podcasts” have been steadily growing organically on the platform. The visual component is not only an exclusive differentiator but also a strong appeal, Johanna boasted.
Youtube Music isn’t bad either. $GOOGL 😁 pic.twitter.com/NHxRIiTzgj
— Reynier Benitez (@reynierbd) April 24, 2024
There’s little doubt that YouTube is banking heavily on the video component and leaning strongly into this format. Moreover, the company is well aware that video podcasts allow for an “eyes-optional experience”.
What Johanna seems to imply is the YouTube Music audience has a choice to watch or just listen. Needless to say, other dedicated podcasting platforms cannot offer this choice.
Is YouTube Music Optimized for Podcasting?
Johanna revealed that YouTube Music intends to become the “ultimate destination for podcasters and fans alike.” “We want YouTube music to be that one-stop shop for all of your listening,” she added.
YouTube already has several features that make it a worthy podcasting platform not just for music but also for podcasters as content creators, and listeners. YouTube Music has “background play” and “downloads”. Add “the unique ability to switch between audio and video formats,” and YouTube Music offers a comprehensive and unique experience.
YouTube Music offers “users the flexibility to watch and listen to their preferred podcasts without requiring a paid membership,” Johanna stressed. YouTube has an exceptionally effective recommendation engine. Moreover, the platform has been regularly tweaking its discovery algorithms.
YouTube’s homepage, Watch Next, and search functions are often spot on. If that’s not enough, YouTube’s parent company Google offers Android Auto. This places podcasts on YouTube Music’s front and center in vehicles.
YouTube is working on improving “customizable playlist sorting,” Johanna indicated. The platform has just added an Activity Feed. Google is deprecating Google Podcasts in June this year. It appears the company is positioning YouTube Music as a replacement.