And even though Spotify and Apple have a big slice of this quiche, it’ s YouTube that takes the biggest share of listeners — so it’s no surprise that the platform is launching a homepage which is entirely dedicated to podcasts.
Yet wait, YouTube is not the only person: Twitter has also been moving to make more room for this kind of content in the app.
Let me explain in detail exactly how these recent updates works (and, more importantly: what the new opportunities are for us — marketers, brands and creators). Shall we?
Indeed, podcasts are a phenomenon. But is it a saturated sector?
Many podcast professionals concur that the industry may be considered saturated . After all, loads of new content are uploaded every hour on all kinds of streaming plus audio platforms, and it’s tough for users to keep up with the already established podcasts. Most of the listeners will stay with their favorite creators, making it hard to find new target audiences.
Using those obstacles, how ought to new podcasters and Advertising professionals find their fantastic opportunity?
That’s where exactly Youtube and Twitter’s new features enter.
YouTube’s home page for podcasts
YouTube may be the biggest platform podcasting-wise, holding 24. 2% of audience, with Spotify coming in second with 23. 8% and Apple in third, with 16%.
Its new page (for now, available only in the U. Ersus. ) is made for listeners to explore content in an easier way (and podcasters can easily be found). The user can explore brand new and popular podcast episodes, shows and creators, as well as recommend content.
This is something particularly interesting, especially because Spotify’s algorithm doesn’t actually allow growth and reaching big audiences without the help of other social media platforms, for example Facebook, Instagram, Twitter and — look at that — Youtube itself.
Youtube does precisely the opposite, giving visibility to creators according to the interest of the topic to a specific target audience, making it possible to reach the target viewers more easily.
The video-giant has also hired a new Podcasting executive, Kai Chuk, further demonstrating how the company is certainly seeking to lead the industry plus deliver more for their two billion YouTube Music users (50 million of them getting paid users in 2021). These tools are going to make it simpler for the listeners to find happy to consume.
But of course… They are not alone. In a matter of times after launching the podcast homepage in the US, Twitter replied with an Audio tab in the app, which highlights sound content.
Twitter’s included podcasts display
Recent Twitter research indicates that 45% of people who use the blue-bird social network in the U. S i9000. listen to podcasts monthly. Therefore , it makes sense for the platform to get new ways to better explore this type of content.
Last week Twitter launched a new integrated podcasts display in the “Spaces” tab (in fact, they even renamed it “Audio” tab). This new tab can highlight podcasts, pre-recorded plus live content all in one screen, separated into specific subjects.
In Twitter’s own words :
“Fans love to observe when their favorite podcasts are launching a new season, happening tour, or endorsing a fellow podcast for their following listen. Up-and-coming and founded podcasters alike are using Tweets to help expand and inform their audience. ”
New tools and audio content way beyond podcasts
It’s important to mention that will podcasting is just one of several methods for working with audio content — and the streaming platforms are realizing it.
Whilst new tools are being examined by YouTube and Twitter to make the reach of pod-casts broader, Spotify has been investing in audiobooks , seeking to cope with the exponential growth of the industry using a whopping 60% growth within consumption among young People in america (between 13 to 45), and even adopting video and games .
So , who benefits in this battle? The answer is us: listeners, brands and creators
All these new functions could be a great opportunity for new creators and marketers that want to reach their target audience without having to battle with the giants of Podcasting.
The younger generation is shifting their search behavior in order to platforms of quick details like TikTok , that is the exact opposite of a podcast. But Youtube also thought of that and is planning to roll out audio mechanics, which makers would be able to integrate and achieve a fresh new audience.
The brand new podcasting homepages would become of great interest to the brand new creators, since it allows a lot more visibility to people searching for pod-casts, potentializing the audience reach and growth, making smaller sized podcasters visible to the greater public.
Wrapping it up, the particular podcast industry is a very varied and interesting investment designed for aspiring creators, and its exponential growth only exposes the infinite possibilities that can be investigated in it. The new world designed for podcasting has proven alone to be the future for all viewers and the new tools becoming launched are proof of the particular opportunities that are to come — and you don’ t desire to be left out, right?
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