YouTube had “1 billion podcast listeners” in Jan

• YouTube launched a brand new headline information level, suggesting that there have been more than 1 billion viewers of podcast content a month in January. It additionally repeated that 400 million month-to-month hours of podcast watching have been consumed on TV units.

  • Placing the 1 billion quantity in context, Spotify claimed simply 120mn month-to-month podcast listeners in November. Apple Podcasts is prone to be smaller when it comes to month-to-month listeners, in response to Podtrac in Jan 2023: however Apple Podcasts had a considerably larger share of downloads.
  • Value remembering, too, {that a} listener to a second of “podcast” content material on YouTube – even automatically-played content material – will depend in the direction of the 1 billion determine, regardless of the quantity of downloads they make, or the time they spend with podcasts. Attain doesn’t translate to time spent. Nevertheless, Edison Analysis mentioned in Oct 2024 that, of all of the podcast platforms, YouTube was used “most often” to listen to podcasts.
  • We questioned what YouTube thought-about a “podcast” to be. A YouTube spokesperson instructed us that the corporate follows the lead of creators marking a playlist as a “podcast” after they add. The YouTube Podcasts homepage within the US, as one instance, consists of full TV information reveals like NBC Nightly News and PBS NewsHour, which each broadcasters have marked as a “podcast” – however there are audio podcasts for NBC Nightly News and PBS News Hour as properly. Australia’s podcasts homepage consists of particular person information tales from 7NEWS, that are in a YouTube playlist known as 7NEWS Just In, however there’s additionally a 7NEWS Just In audio podcast, too.

• YouTube’s blog post was authored by Tim Katz. Who’s he? He describes himself as “VP, Partnerships, Podcasts”. That’s the primary outing for this job title; on LinkedIn, he’s “Director, Head of Sports activities + Information Partnerships”; in information protection in 2023, he was “Director and International Head of Accountability”; and in 2024, he was “International Director of Accountability and Chief for the Canada and Latin America area”. We don’t see any use of this podcasting job title till this announcement.

  • Katz is interviewed (as “Vice President for Partnerships”) in Bloomberg. The YouTube podcast pattern “existed nevertheless it was a matter of us pouring some fuel on it,” he mentioned.

• Some elements of the trade give notes of warning.

  
  

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