--- title: YouTube = future podcast champ? - The Hustle description: YouTube’s new podcast homepage is live in the US. Will it become the top podcast platform? image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2073266295-HS-News-Brief_2022-08-25T214848.521Z.webp --- # YouTube = future podcast champ? ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: August 26, 2022 Updated: October 11, 2023 YouTube, just like all your friends during the pandemic, is getting into podcasts. ![YouTube = future podcast champ?](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/2073266295-HS-News-Brief_2022-08-25T214848.521Z.webp?width=595&height=400&name=2073266295-HS-News-Brief_2022-08-25T214848.521Z.webp) A new [podcasts homepage](https://www.youtube.com/podcasts) is now available to US users, going live sans fanfare in late July. *TechCrunch* [speculates](https://techcrunch.com/2022/08/22/youtube-launches-a-dedicated-podcasts-homepage-for-u-s-users/) YouTube is waiting for its creator event next month to make a formal announcement. **But** **YouTube also:** - Hired podcast exec Kai Chuk in 2021 - [Offered](https://arstechnica.com/gadgets/2022/03/youtube-offers-popular-podcasts-50k-in-cash-to-pivot-to-video/) podcasters and networks $50k-$300k to create videos - Discussed audio ads and new analytics for audio-centric creators in a [leaked document](https://podnews.net/update/youtube-podcasting-plans) - [Partnered](https://www.npr.org/about-npr/1118830507/youtube-and-npr-partner-to-bring-podcasts-to-more-users) with *NPR* to bring on 20+ of its most popular shows **Why’s it matter?** While YouTube is often seen as a video-first platform, YouTube Music had [**2B+**](https://musically.com/2022/02/03/spotify-apple-how-many-users-big-music-streaming-services/#:~:text=YouTube%20Music%3A%202bn%20music%20users,its%20YouTube%20Music%20segment%20specifically.) monthly users and** 50m+** paid subs as of September 2021. Though competitors including Spotify, Apple, and Amazon have made big moves in the space, a Cumulus Media analysis found YouTube is America’s [most popular](https://www.globenewswire.com/en/news-release/2022/05/17/2445394/9032/en/Podcast-Watching-Soars-as-YouTube-Edges-Out-Spotify-to-Become-the-Most-Used-U-S-Podcast-Platform-According-to-Cumulus-Media-and-Signal-Hill-Insights-Podcast-Download-Spring-2022-Re.html) podcast platform, capturing **24.2%** of listeners compared to Spotify’s **23.8%** and Apple’s **16%**. **What’s next?** In the most recent episode of *Marketing Against The Grain*, HubSpot’s own CMO Kipp Bodnar and SVP of marketing Kieran Flanagan argue that this makes YouTube subscribers the most valuable subscribers on the internet. **Their predictions:** - YouTube will make its [background listening](https://9to5google.com/2021/10/04/youtube-music-to-rollout-free-background-listening-to-all-users-in-canada-from-november-3/) feature free for all users, potentially offering an ad-free version for subscribers. - Podcasters will benefit from YouTube’s discovery platform and its ability to surface evergreen content by guest, host, and topic. - YouTube will change podcasting, prompting hosts and marketers to move to a more visual format. Listen to the [full episode here](https://link.chtbl.com/3DM3rcp5). 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