A 2022 study by Edison Research found that YouTube is the most popular social media platform for listening to podcasts, surpassing platforms such as Spotify. It is notable that YouTube does not have a dedicated category for podcast content, yet it has become the number one platform for this type of content, demonstrating that YouTube continues to enjoy significant and sustained popularity among the new generation of social media users.
Most recently, YouTube is rolling out a dedicated category for podcasts on its Explore Page. What are the details? And what do marketers need to know? If you're ready, let's take a look.
The Explore Page
Anyone who uses YouTube has probably seen the Explore Page, which helps organize video clips into the appropriate categories, whether it's Music, Sports, Gaming, News, and so on. Users can access this feature simply by tapping Explore Pages in the left-hand menu on the home page, and then immediately choosing the category they want.
However, before this, anyone who wanted to search for podcast content on the platform may have felt frustrated that they couldn't use this feature to find it. But most recently, YouTube has decided to roll out this feature for everyone to use. It has to be said that this is very convenient for people who love to listen to podcasts, because with just a quick click you can find a wide variety of videos to choose from and listen to according to your preferences and interests. Let's take a look at the finer details of this new feature.
Users Can Find Podcast Content More Easily
As mentioned above, podcast content is extremely popular among users on the YouTube platform, which has led the development team to decide to add a Podcast category to the Explore Page so that users can browse content as they wish.
Within the Podcast category, there are also as many as 9 additional subcategories to help users choose content more conveniently, as follows:
Conclusion
It has to be said that 2022 was another year with quite significant changes in content consumption trends, to the point where marketers and brands may have started to lose track of where to begin. Those who jumped on the right train are considered lucky, but those who are still confused and don't know how to get started need to start reading new market signals as quickly as possible.
Podcasts, for example, are another content format that is increasingly reaching many groups of consumers, as can be seen from the fact that many platforms have begun improving their features to support this kind of content. For instance, YouTube has started updating its categories so that users can access this content more easily. Therefore, as a good marketer, you must always be prepared and pay attention to the new trends that emerge, to ensure that you don't fall behind and that you have outstanding campaigns throughout 2022.
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