YouTube also wants to play an active role in the podcast market, in which many companies including Spotify, Apple and Amazon have invested.
There is a market that Spotify and Apple have given a lot of importance in recent years: podcasts. Podcasts, which are not in full Turkish, but which we can simply call audio broadcasts, have actually been in our lives for years. But as a result of investments in this space, anyone with a microphone can now stream podcasts.
Three years ago, Spotify acquired the Anchor platform, which allows users to create and stream podcasts. CEO Daniel Ek said that the podcast market is growing rapidly and there will be more than 20 percent of non-music content on Spotify. As the company progresses in line with these goals, an important move is coming from YouTube.
YouTube allocates huge budget to podcast business
According to Bloomberg, Google has offered popular podcasters to make video versions of their programs and post them on YouTube. In this context, it was shared that the company will pay $ 50 thousand to individual publishers and $ 200 thousand to $ 300,000 to podcast networks.
It should be noted that this development is not YouTube's first move to enter the podcast market. YouTube, which already hosts many podcasts, especially 'Impaulsive' directed by Logan Paul, which has more than 23 million subscribers, appointed Kai Chuk, who has been working in various positions in the company for 10 years, to head the podcast department in October.
As might be expected, since YouTube is essentially a video sharing platform, podcasts aren't just about audio. Google's $300,000 grant support shows the importance it attaches to the 'video podcast' market. Moreover, not only YouTube, but also Spotify supports video podcasts since last October.
YouTube made a similar move for Shorts, the short-form video feature it developed as a rival to TikTok. It had decided to pay up to $100 million to channels aged 18 and over in many countries, including Turkey, for producing content on Shorts.
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