YouTube is evolving its approach to podcasting from initial organic growth to a strategic push aimed at scaling its podcast business. This shift includes enhanced discoverability through improved recommendations and monetization strategies that attract creators. The success of high-profile figures on the platform, such as LeBron James, contributes to its appeal. Moreover, YouTube has gained traction as a news platform, especially among liberal commentators. With its eye on expanding the podcast ecosystem, YouTube plans to convert successful video creators into podcasters over the next year.
It is not exactly clear how YouTube calculates a "podcast consumer." But what started as organic growth is now a deliberate strategy by YouTube to scale up its podcast business.
Katz chalked up some of the growth to changes that YouTube made over the last several years to juice podcasting on the platform. He said the company worked to improve podcast discoverability via recommendations.
YouTube has also continued to boom as a news platform, particularly among liberal commentators outraged by President Donald Trump.
Growing the pie of the overall podcasting ecosystem is something that we're really interested in, and we think that's a great way to do it.
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