YouTube's upcoming podcast plans/Infinite Dial 2022 report/ Follower's metrics in Apple Podcasts/India's paid podcast growth
Scoops of the week:
1. YouTube is working on a dedicated podcast page, new metrics for audio-first creators, podcast discovery and more. These details came in an 84-page presentation shared by YouTube with Podnews.
First in line is the new podcasts homepage to be at youtube.com/podcasts (a URL that doesn’t work yet) and an easy RSS ingestion.
Audio ads, both sold by Google & partners, will be featured.
New metrics and podcast attributions are also in the talks.
2. With the awaited Infinite Dial 2022 report came a few discoveries:
As Americans return to their pre-pandemic routine, the monthly podcast listening saw a slight drop from 41 million to 38 million. However, this figure is estimated to grow to 109 million by the end of 2022.
U.S. podcast listeners are averaging 8 podcasts a week.
Monthly podcast listeners are becoming more diverse and multicultural as more African Americans and Hispanics are tuning into podcasts.
3. Ever wondered how many podcasts come with transcripts? Out of 11,159 active Hindi podcasts in 2021, only 1 podcast included transcripts.
English podcasts come at the top, with 8,935 out of 77k active podcasts in 2021 using transcriptions.
4. Starting from April, Apple Podcasts will be providing creators with follower’s metrics, MP3 support for subscriber audio and time listened.
The MP3 support is only for those creators who are members of the Apple Podcasters Program.
Producers and creators who are a part of the Apple Podcasters Program can also request direct guidance from the Apple Podcasts team to help Jump Start their subscriptions.
5. Podcasts have a Brand problem, not a Hit problem, shares Nick Panama from Salt Audio. According to him, the New York Times’ The Daily may well be one of the ‘highest value-creating Brands in modern audio’.
6. Spotify is suspending its streaming services in Russia.
This big step comes after the declaration of Russia’s ‘fake news’ law, wherein 15 years of prison will be served as a punishment for statements that ‘discredits’ the military.
Spotify believes that the recently enacted legislation restricts access to information and eliminates free expression, everything Spotify stands for.
Earlier in March, the streaming giant removed content from Kremlin-backed outlets RT and Sputnik and closed its office in Russia.
7. A recent global survey by YouGov revealed paid podcast growth in countries like Indonesia, UAE, and India.
India stands third, with 59% of listeners willing to pay for a podcast in 2022
As India is witnessing a continuous increase in listenership, it can also become an ideal spot for podcast producers looking to generate subscription revenue from territories outside the U.S.
Interesting reads!
5 Unconventional ways to grow your podcast
Here’s how you can re-record your podcast audio without it sounding obvious
22 creative tools for creators to elevate their podcast journey.
Let’s tune in!
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