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September 9, 2019 10:50 pm

YouTube Creators Are Turning the Site Into a Podcast Network

Several popular YouTubers -- including including Logan Paul, Marques Brownlee, and Emma Chamberlain -- have launched podcasts in the last year, "proving YouTube is a bonafide podcast network," writes Alex Castro via The Verge. "They're all available through traditional audio platforms, like Apple Podcasts and Spotify, but many also offer video versions that live on dedicated YouTube channels where they've become incredibly popular." From the report: These creators have figured out how to make podcasts work on a platform that wasn't designed for them, leveraging YouTube's search algorithm to meet new audiences, make more money, and expand into a medium that's expected to grow rapidly in the coming years. Some of the top podcasts on YouTube are pulling in millions of views every few days or weeks. Top shows, like Ethan and Hila Klein's H3 Podcast or Joe Rogan's Joe Rogan Experience, have dedicated audiences who use YouTube notifications as an RSS feed, letting them know when a new episode is available to watch. While the podcasts are also distributed via Spotify and Apple Podcasts, YouTube acts as a first stop. To reach even bigger audiences, YouTubers have figured out that they can break their show into pieces and spread it across multiple channels. H3 Podcast, Cody Ko and Noel Miller's Tiny Meat Gang, and The Joe Rogan Experience run as full-length episodes on their main podcast channel, but those episodes are then broken down into tiny individual cuts. These cuts, often referred to as clips or highlights, exist on a completely separate channel. They're also arguably more important when it comes to using YouTube as a way to grow the podcast. The H3 Podcast uses one of the most popular takes on the "YouTube podcast" format. Ethan and Hila Klein have three channels: H3H3 Productions (6 million subscribers), H3 Podcast (2 million subscribers), and H3 Podcast Highlights (1.3 million subscribers). The main channel is used for longer commentary pieces, special collaborations, and comedic sketches, but the latter two are solely dedicated to the podcast. Creating a separate channel for clips lets podcasters take advantage of YouTube's recommendation algorithm, which surfaces content on specific subjects a viewer is already interested in.

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