11 min
YouTube Gives Tips To Podcasters + 8 more stories for June 23, 2022 Sounds Profitable
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- Technology
This week on The Download: a YouTube channel dives into podcasting on the video platform, the absence of podcasting’s middle class, and what do IAB’s measurement standards in video games mean for podcasting. Last Thursday, Creator Insider, a YouTube channel operated by a creator-focused wing of YouTube, uploaded a four minute https://www.youtube.com/watch?v=-fNrF7GTSco While the video doesn’t necessarily contain new groundbreaking information for someone who is deep in the podcasting industry, it’s a wonderful sign for the future of small-to-midsize podcasts unsure about perceiving YouTube as a viable podcast platform. Strategic Partner Manager Erica even backs up the size of YouTube’s reach with a citation of Edison Research data. Having good, concise resources to facilitate an easier move towards the mentality that YouTube should be treated like any other podcast aggregator is a promising step. It’s also interesting to note how much importance is placed on properly arranging podcast episodes in playlists. The video takes great care to establish best practices for naming and arranging playlists. While “RSS” is never spoken aloud, it feels like YouTube’s approach is to use the existing functionality of easily saving video playlists to treat playlists like an RSS feed. Who knows, in a few months we could be hearing about updates to the platform that bridge the gap between how YouTube is consumed and audio podcasts are consumed. Speaking of YouTube… Last Monday an exclusive from Reuters reporter Foo Yun Chee shared details on Google’s https://www.reuters.com/technology/exclusive-google-offers-let-ad-rivals-place-youtube-ads-eu-antitrust-probe-2022-06-13/. Luckily for podcasting, this could have beneficial knock-on effects. Google parent Alphabet has proposed to open their digital doors for the first time to allow third-party programmatic partners to place ads on YouTube videos. “The European Commission opened a probe last year to examine whether the world's largest provider of search and video was giving itself an unfair advantage in digital advertising by restricting rivals' and advertisers' access to user data.” If Google does end up waiving the requirement to use Ad Manager to place YouTube ads, this could both please the European Commission and open up a considerable amount of valuable inventory to podcast ad buyers. Inventory through platforms they’re already familiar with and - since YouTube is pushing for more podcasts on their platform - that inventory will still be going to benefit the podcasting industry. Last Friday, a prominent podcaster under the Spotify umbrella said the quiet part out loud. As detailed in lhttps://hotpodnews.com/bill-simmons-on-spotifys-war-chest-of-data/ sports analyst and host of The Ringer Bill Simmons revealed Spotify parts the metric curtain for creatives that sign with them. The following is in reference to a recent episode of Peter Kafka’s podcast Recode, in which Simmons appeared. “One thing he mentioned in the podcast that stood out to me was how he uses data. Although he said that he does not pay too much attention to his own show’s performance metrics, he indicated that he takes advantage of Spotify’s other data resources to scope out the competition and better position his shows.” The newsletter goes on to quote Simmons’ interview in Recode in which Simmons describes having the ability to see the metrics of competitor’s podcasts on Spotify as having access to “an incredible war chest of intelligence on the habits of people who listen to podcasts.” This is one of those rare moments where a known fact being stated out loud makes it sound like new...
This week on The Download: a YouTube channel dives into podcasting on the video platform, the absence of podcasting’s middle class, and what do IAB’s measurement standards in video games mean for podcasting. Last Thursday, Creator Insider, a YouTube channel operated by a creator-focused wing of YouTube, uploaded a four minute https://www.youtube.com/watch?v=-fNrF7GTSco While the video doesn’t necessarily contain new groundbreaking information for someone who is deep in the podcasting industry, it’s a wonderful sign for the future of small-to-midsize podcasts unsure about perceiving YouTube as a viable podcast platform. Strategic Partner Manager Erica even backs up the size of YouTube’s reach with a citation of Edison Research data. Having good, concise resources to facilitate an easier move towards the mentality that YouTube should be treated like any other podcast aggregator is a promising step. It’s also interesting to note how much importance is placed on properly arranging podcast episodes in playlists. The video takes great care to establish best practices for naming and arranging playlists. While “RSS” is never spoken aloud, it feels like YouTube’s approach is to use the existing functionality of easily saving video playlists to treat playlists like an RSS feed. Who knows, in a few months we could be hearing about updates to the platform that bridge the gap between how YouTube is consumed and audio podcasts are consumed. Speaking of YouTube… Last Monday an exclusive from Reuters reporter Foo Yun Chee shared details on Google’s https://www.reuters.com/technology/exclusive-google-offers-let-ad-rivals-place-youtube-ads-eu-antitrust-probe-2022-06-13/. Luckily for podcasting, this could have beneficial knock-on effects. Google parent Alphabet has proposed to open their digital doors for the first time to allow third-party programmatic partners to place ads on YouTube videos. “The European Commission opened a probe last year to examine whether the world's largest provider of search and video was giving itself an unfair advantage in digital advertising by restricting rivals' and advertisers' access to user data.” If Google does end up waiving the requirement to use Ad Manager to place YouTube ads, this could both please the European Commission and open up a considerable amount of valuable inventory to podcast ad buyers. Inventory through platforms they’re already familiar with and - since YouTube is pushing for more podcasts on their platform - that inventory will still be going to benefit the podcasting industry. Last Friday, a prominent podcaster under the Spotify umbrella said the quiet part out loud. As detailed in lhttps://hotpodnews.com/bill-simmons-on-spotifys-war-chest-of-data/ sports analyst and host of The Ringer Bill Simmons revealed Spotify parts the metric curtain for creatives that sign with them. The following is in reference to a recent episode of Peter Kafka’s podcast Recode, in which Simmons appeared. “One thing he mentioned in the podcast that stood out to me was how he uses data. Although he said that he does not pay too much attention to his own show’s performance metrics, he indicated that he takes advantage of Spotify’s other data resources to scope out the competition and better position his shows.” The newsletter goes on to quote Simmons’ interview in Recode in which Simmons describes having the ability to see the metrics of competitor’s podcasts on Spotify as having access to “an incredible war chest of intelligence on the habits of people who listen to podcasts.” This is one of those rare moments where a known fact being stated out loud makes it sound like new...
11 min