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YouTube chief executive Neil Mohan shared the news in a post on microblogging platform X, formerly Twitter.
Podcasters driving culture
“We’ve specifically developed our podcast product experience to make it easier for fans to find podcasts they love, discover new ones, and watch (or listen!) wherever they want. We’ve also added more and more podcasters into our revenue sharing program, the YouTube Partner Program,” the company said.
Earlier this month, ET reported that the YouTube Partner Program has paid out over $70 billion to creators, artists, and media companies in the past three years.
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India: A growth market for YouTube
“I see it through the lens of, of course, the creator economy. The role that the internet in general, and specifically YouTube plays in the lives of Indians of all stripes, and the careers that it’s built is really amazing and truly humbling,” YouTube chief executive Mohan said in an interview with ET last August.“Not only are there monetisation opportunities available for creators on YouTube, but creators can use their success on YouTube to build entirely new businesses,” he added.
YouTube expanded into audio advertising globally in 2022, allowing brands to market to people who use YouTube for music or podcasts.
Video commerce on the rise
YouTube’s growing dominance in the podcast space aligns with the broader trend of online platforms leveraging video commerce and content creators for their marketing and advertising.
YouTube, owned by Google, had expanded its shopping feature in India by launching the YouTube Shopping affiliate program, initially partnering with ecommerce giant Flipkart and online fashion retailer Myntra, ET reported last October.
Meanwhile, YouTube’s growth on connected TVs is attracting new advertisers, with ad formats like QR codes and features such as pause ads performing well.
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