YouTube is not the first platform somebody thinks of when they’re searching for podcasts. An increasing number of top producers are demonstrating YouTube is a bonafide podcast channel.
Various YouTubers — including Marques Brownlee, Logan Paul, and Emma Chamberlain — have begun podcasts during the last year. They’re all accessible through popular audio platforms, like Spotify Podcasts and Apple. Several additionally offer video versions that reside on dedicated YouTube channels where they’ve grown incredibly popular.
These producers have mastered how to make podcasts go on a platform that wasn’t intended for them. By Utilizing YouTube’s search algorithm to meet new audiences, they make more money and expand into an industry that’s anticipated to multiply in the future.
Notwithstanding being a video-focused program, consumers are increasingly coming to YouTube to look for podcasts. A current survey of Canadian adults found that 43 percent of YouTubers, “searched YouTube for podcasts in the preceding year.” That placed YouTube before Apple Podcasts (34 percent) and Spotify (23 percent).
Inquiries Regarding WHETHER YOUTUBE VIDEOS Prepared AS PODCASTS ARE, IN FACT, PODCASTS HAVE Risen.
Some of the top podcasts on YouTube are pulling in millions of views every few days or weeks. Shows like Ethan and Hila Klein’s H3 Podcast, Joe Rogan’s Joe Rogan Experience, have dedicated audiences that use YouTube notifications as an RSS feed.
Letting them know when a new episode is available to watch. While the podcasts are also distributed via Spotify and Apple Podcasts, YouTube acts as a first stop.
To reach even bigger viewers, YouTubers have figured out that they can break their show into pieces and spread it across multiple channels.
H3 Podcast, The Joe Rogan Experience, Cody Ko and Noel Miller’s Tiny Meat Gang, run as full-length episodes on their main podcast channel, but those episodes are then broken down into tiny individual cuts. These cuts often referred to as clips or highlights, exist on a completely separate circuit. They’re also arguably more important when it comes to using YouTube as a way to grow the Podcast.
The H3 Podcast uses one of the most popular takes on the “YouTube podcast” format. Ethan and Hila Klein have three channels: H3H3 Productions (6 million subscribers), H3 Podcast (2 million subscribers), and H3 Podcast Highlights (1.3 million subscribers). The main channel is used for longer commentary pieces, exclusive collaborations, and comedic sketches, but the latter two are solely dedicated to the Podcast. The main H3 Podcast channel has more than 208 million total views, but the second channel that’s devoted to clips from each episode has more than 388 million total viewership.
Building a separate channel for audio lets podcasters take advantage of YouTube’s suggestion algorithm, which finds videos on particular topics a viewer is already interested in. “It’s a marvelous opportunity to build a new audience,” Samir Chaudry, a filmmaker and part of YouTube duo Colin and Samir, told The Verge, explaining the ability to bring in fresh subscribers by podcasting.
Consider a recent episode of the H3 Podcast as a model. The foremost title, “H3 Podcast: Andrew Yang,” will return results for anyone who types in Yang’s name. That might appeal to people looking for a wide-ranging discussion with Yang, but the length (close to 90 minutes) and lack of specific topics of conversation in the title could push people away. So on the H3 Podcast Highlights page, the interview has been broken apart into nine separate clips. The audio snippets range from five to 20 minutes, and they’ve accumulated 555,000 plus views. Because they’re shorter, they’re easier to watch and share, letting the Podcast spread beyond H3’s existing audience.
“There’s always been this question about how to market the podcast,” Owen Grover, CEO of Pocket Casts, told The Verge. “It’s not surprising to me that some of these young YouTube-centric producers and creators … are looking at different ways to get their content to travel, like separate channels.”
EACH SNIPPET FOCUSES ON A Particular PART OF THE PODCAST THAT CAN THEN SPREAD Past THE ‘H3 PODCAST’ Following
This corresponding strategy is why Joe Rogan’s Podcast is such a success on YouTube. Rogan’s show is one of the lengthiest on the youtube, usually going past three hours, and similar to H3, he runs a second channel that splits out clips individually from an episode. The clips collectively produce more views than the videos on his principal account, notwithstanding the other channel having fewer subscribers.
“Joe Rogan is an excellent example,” Grover said. “He does the two- to three-hour ‘wake me when it’s over’ version, and then there are small little clips that he uploads.”
This likewise is easy for popular creators with built-in audiences to move their existing fans over to new channels. David Dobrik and Jason Nash, a pair of popular vloggers with 14 million collective subscribers, host a podcast called Views that gets more than a million downloads an episode from audio listeners alone, according to Dobrik. A YouTube channel for their Podcast has more than 550,000 subscribers.
Podcasting has also been a rare case where YouTube’s quirks all seem to align for individual creators. They can expand their audience without turning off their existing one, and it makes money from ad revenue at a time when uncertainty over what content is monetizable on YouTube is a growing concern.
“I THINK PODCASTING, IN PARTICULAR, IS AN OBVIOUS NEXT STEP FOR CREATORS.”
Keeping a podcast on a separate channel allows creators to work on two different types of content. People who subscribe to someone for vlogs, pranks, or comedy, may be turned off by a lengthy talk or interview show being injected into their feed.
It also lets them try to speak to new audiences. Logan Paul, the vlogger, best known for his controversial videos, has a podcast channel with more than 1.7 million subscribers. The videos are more mature, longer, and the material is different than anything on his primary channel. With guests like mathematician Eric Weinstein, the Podcast has an opportunity to draw a more sophisticated group of listeners than those who watch Paul’s dynamic vlogging channel.
Creators know that YouTube is a valuable tool for developing and growing podcasts, but YouTube hasn’t implemented any product changes to embrace development. Instead, the communal growth that personalities are seeing comes from their initiatives, collaborations, and understanding of how to use YouTube to their advantage.
“Podcasting is now growing at such a steady and solid rate, but it appears like YouTube moves to push people right into the arms of new media,” Grover said. “I think podcasting, in particular, is an obvious next step for creators.”