Exclusive: YouTube's plans for podcasting

YouTube is looking at ingesting podcast RSS feeds directly, the slides suggest, with a new podcasts homepage to be at youtube.com/podcasts (a URL that doesn’t work, yet). Podcasts appear to be promoted with familiar, square, artwork thumbnails.

YouTube is to feature audio ads: both sold by Google but also by partners too, if they’re large enough. YouTube’s standard practice has been to share revenue with publishers, so we might expect, perhaps, revenue to be shared for podcast publishers as well.

YouTube will also supply analytics, particularly “new metrics for audio-first creators”. We might expect something aligning with the IAB guidelines, perhaps. And the company appears to be working with podcast attribution, like that available from Nielsen, Podtrac, and Chartable. Chartable was bought by Spotify in February, so perhaps this slide shows companies that YouTube have worked with, rather than companies it might work with in future.

We’ve contacted YouTube for comment.

• Podimo has bought Dag en Nacht, the largest podcast publisher in the Netherlands. Dag en Nacht have over 60 shows; some will be placed behind Podimo’s monthly €5 (US$5.50) paywall.

• PodWheels, powered by Radio Nemo, is set to produce podcasts for trucking professionals.

• Sports broadcaster Mike Francesa has launched The Mike Francesa Podcast ▸, after saying he was hesitant to dive into podcasting because he didn’t fully understand it.

• Spotify is no longer available in Russia.

• Kerning Cultures Network, a female-led podcast company from the Middle East, has signed with talent agency CAA. It’s the first MENA podcast company to do so.

• Ivone Schramm from Triton Digital joins RAIN for a Podcast Business Lunch today, on how programmatic works, how it is priced, and its trends. It’s at 12pm Eastern.

Podcast News

Origins with James Andrew Miller ▸ is back for a new season, this time focusing on the story of popular cable TV channel HBO. It’s produced by C13 Originals, part of Audacy’s Cadence13; all five episodes are available from today.

The Antidote ▸ promises “joy amid the dumpster fire”, which is a welcome notion. Hosted by “Insecure” comedy writers/producers Amy Aniobi and Grace Edwards, they share the culture that lights them up and activities that bring them joy. It launches today from APM Studios.

Petrified ▸ won a New York Festivals Radio Award for Drama Podcast in 2020 despite having only six episodes, and garnered rave reviews and gained legions of horror fans worldwide in the process. Season two of this hugely acclaimed horror fiction anthology podcast from a darker Ireland launches today, from Peter Dunne (writer/director) and Liam Geraghty (producer). Petrified tells the chilling tales of ordinary people encountering the supernatural, and their terrifying fates.

Pod Events - with The Podcast Show 2022

The Podcast Show 2022 is the new international festival for podcasting, running 25-26 May in Islington, London. First release delegate day passes are on sale now, from £55.

• Podcasting, Seriously Live on Twitter Spaces - Editing for Podcasts vs Radio, with Paulina Velasco · Mar 30 · Virtual · free

• Stay Tuned with Preet Live · Mar 31 · New York, New York, USA

• Podcast Editing in Descript – For Beginners · Apr 2 · Virtual

• Aclass Insider: 3 Podcast Marketing Hacks · Apr 7 · Virtual · free · just added

• The Podcast Traction Playbook: 3 Steps to Getting Unstuck, Building Momentum & Setting Your Show up for Long-Term Growth · Apr 12 · Virtual · free · just added

• Saints, Sinners & Serial Killers LIVE · Apr 20 · Boston, Massachusetts, USA · just added

• The Podcast Show 2022 · May 25 · London, England, UK

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