As YouTube becomes a hotbed for podcast audiences, especially first-time and younger listeners, the platform is aiming for a more “optional” experience. YouTube Chief Product Officer Johanna Voolich mentioned the change in her ideals in her recent conversation.
Chat on YouTube creator insider Purpose Murder, mystery, and make-upAn example is a creative podcast that combines true crime storytelling with makeup tutorials. This dual-engagement model leverages YouTube's strengths as a visual platform to keep viewers engaged, while also providing dual-purpose content that can be enjoyed without video.
Voolich explains how YouTube is leveraging the traditional audio-only podcast experience through the YouTube Music app. This app has been optimized to better support high-quality, production-rich podcast content after the end of Google Podcasts. This perspective recognizes that while podcasts are traditionally audio-centric, adding visual elements can greatly enhance the listener's experience.
YouTube's algorithms are at play here too, recommending shows powered by the same learning AI it uses to keep people on the site and watch relevant and customized videos.
Another AI initiative is changing the way audio-only content is presented. In response to a question about support for older podcast formats on the platform, Voolich said that YouTube currently only allows audio-only uploads with static images, but does not allow the creation of dynamic visualizations of such content. To do this, he revealed that employing AI is under continuous consideration.
Last year, Cumulus Media and Signal Hill Insights reported that YouTube had overtaken Spotify and Apple as the leading platform for podcast consumption in the United States. Weekly Podcast His 608 listeners said the platform's powerful search capabilities make it a favorite for podcast discovery, especially among heavy His users and beginners.
Currently, 14% of weekly podcast listeners listen to video podcasts exclusively on YouTube, but the platform's diverse device usage extends beyond smartphones to laptops and TVs. Despite its popularity, YouTube may face challenges in retaining listeners, as many users have expressed a willingness to switch platforms for exclusive content.
