Why big players are increasingly investing their efforts in audio formats.
Posted: Thu Dec 05, 2024 10:00 am
Cecilia Cury
Sep 2, 22 | 5 min read
youtube twitter more space for podcasts
Reading time: 4 minutes
Podcasts are the content phenomenon of recent years . According to Podcast Insights , 24% of the population (at least 68 million people) listen to different podcasts on a weekly basis.
And while Spotify and Apple have a big slice of this pie, it's YouTube that's taking the lion's share of listeners , so it's no surprise that the platform is launching a landing page entirely dedicated to podcasts.
But wait, YouTube isn't the only one: Twitter has also been moving to make more room for this type of content on the app .
Let me explain in detail how these sweden email address updates will be implemented and, more importantly, what are the new opportunities for us marketers, brands, and creators . Let's see it together!
Yes, podcasts are a phenomenon. But is the industry saturated?
Many podcast professionals agree that the industry can be considered saturated . After all, a ton of new content is uploaded to all kinds of audio and streaming platforms every hour, and it's hard for users to keep up with already established podcasts.
Most listeners stick to their favorite creators, making it difficult to find new target audiences.
With all these obstacles, how should new podcasters and marketers find their golden opportunity? That's where the new features of YouTube and Twitter come in.
The YouTube homepage for podcasts
YouTube is the largest platform for podcasting, with 24.2% of listeners, Spotify comes in second with 23.8% and Apple third with 16%.
Their new page (available only in the US for now) is made to make it easier for listeners to browse content (and podcasters to be found easily). Users can explore new and popular podcast episodes, shows, and creators, as well as recommend content.
This is something particularly interesting, especially since Spotify's algorithm doesn't really allow for growing and reaching large audiences without the help of other social media platforms, such as Facebook, Instagram, Twitter, and, look, Youtube.
YouTube does exactly the opposite, giving you visibility as a creator based on the interest of a topic for a particular audience, making it easier for you to reach your target audience.
The video giant also hired a new Podcast executive, Kai Chuk, which further shows how the company is looking to lead the industry and provide more to its 2 billion Youtube Music users (50 million of whom will be paid users in 2021). These tools will make it easier for listeners to find content to consume.
But of course… they’re not alone. Within days of launching the podcasts landing page in the US, Twitter responded with an Audio tab in the app, which highlights audio content.
Twitter's integrated podcast screen
Recent research from Twitter indicates that 45% of people who use the bluebird social channel in the US listen to podcasts on a monthly basis. So it makes sense that the platform would find new ways to better explore this type of content.
Last week, Twitter launched a new integrated podcasts screen in the “ Spaces ” tab (in fact, they even renamed it the “Audio” tab). This new tab will highlight podcasts, pre-recorded content, and live content all in one screen, separated by specific topics.
Sep 2, 22 | 5 min read
youtube twitter more space for podcasts
Reading time: 4 minutes
Podcasts are the content phenomenon of recent years . According to Podcast Insights , 24% of the population (at least 68 million people) listen to different podcasts on a weekly basis.
And while Spotify and Apple have a big slice of this pie, it's YouTube that's taking the lion's share of listeners , so it's no surprise that the platform is launching a landing page entirely dedicated to podcasts.
But wait, YouTube isn't the only one: Twitter has also been moving to make more room for this type of content on the app .
Let me explain in detail how these sweden email address updates will be implemented and, more importantly, what are the new opportunities for us marketers, brands, and creators . Let's see it together!
Yes, podcasts are a phenomenon. But is the industry saturated?
Many podcast professionals agree that the industry can be considered saturated . After all, a ton of new content is uploaded to all kinds of audio and streaming platforms every hour, and it's hard for users to keep up with already established podcasts.
Most listeners stick to their favorite creators, making it difficult to find new target audiences.
With all these obstacles, how should new podcasters and marketers find their golden opportunity? That's where the new features of YouTube and Twitter come in.
The YouTube homepage for podcasts
YouTube is the largest platform for podcasting, with 24.2% of listeners, Spotify comes in second with 23.8% and Apple third with 16%.
Their new page (available only in the US for now) is made to make it easier for listeners to browse content (and podcasters to be found easily). Users can explore new and popular podcast episodes, shows, and creators, as well as recommend content.
This is something particularly interesting, especially since Spotify's algorithm doesn't really allow for growing and reaching large audiences without the help of other social media platforms, such as Facebook, Instagram, Twitter, and, look, Youtube.
YouTube does exactly the opposite, giving you visibility as a creator based on the interest of a topic for a particular audience, making it easier for you to reach your target audience.
The video giant also hired a new Podcast executive, Kai Chuk, which further shows how the company is looking to lead the industry and provide more to its 2 billion Youtube Music users (50 million of whom will be paid users in 2021). These tools will make it easier for listeners to find content to consume.
But of course… they’re not alone. Within days of launching the podcasts landing page in the US, Twitter responded with an Audio tab in the app, which highlights audio content.
Twitter's integrated podcast screen
Recent research from Twitter indicates that 45% of people who use the bluebird social channel in the US listen to podcasts on a monthly basis. So it makes sense that the platform would find new ways to better explore this type of content.
Last week, Twitter launched a new integrated podcasts screen in the “ Spaces ” tab (in fact, they even renamed it the “Audio” tab). This new tab will highlight podcasts, pre-recorded content, and live content all in one screen, separated by specific topics.