Sandy Wilheim, from YouTube

Sam Sethi is joined by Sandy Wilheim from YouTube to discuss how podcasts are being integrated and consumed on the platform. They cover topics like the unique storytelling format of podcasts, the growing preference for video-based podcasts among younger audiences, the importance of data and analytics for creators, and the various monetization opportunities available to podcasters on YouTube. 

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Transcript

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Sam Sethi: 0:12

Hello and welcome to Pot News Weekly. I'm joined today by Sandy Walheim. She's from YouTube. Hello, Sandy, How are you?

Sandy Wilheim: 0:18

Yeah, I'm good. How are you?

Sam Sethi: 0:20

You can tell me what your title is because I can't get into my little head today.

Sandy Wilheim: 0:25

Sure. So I'm looking after our news and partnerships here in the UK for you to.

Sam Sethi: 0:30

Say it was simple to say. I just couldn't do it now. Sandy, thank you for joining us. Really exciting to have YouTube here with us. Let's kick off with a really simple question. What is a podcast and why is it different from other content on YouTube?

Sandy Wilheim: 0:46

Yeah, so podcasts really offer a unique form of storytelling. And what I believe sets them really apart from any other format is the often long form unscripted nature of that format, which really allows for that closer proximity or intimacy between the creators and their audiences and as a format podcasts are also evolving. You know, audiences really want to feel closer to the presenters. They want to be able to visualize some of that storytelling. They want to feel like they are in the room with their presenter or with their hosts. And on the creator's side, a lot of them are starting to reimagine their work, not just being heard, but also how it can be seen on YouTube. Podcasts are integrated in a special way rather than just being a piece of audio content. A podcast on YouTube is a playlist, and every episode within that podcast is a video within that playlist. And so what that allows to do that seamless blend between audio and video as a format also allows for audiences to consume that podcast in the way that they want to consume it. Whether that being through audio or whether that's being through video. And so, you know, as I said in the beginning, we've continuously worked on enhancing that podcast experiences for both audiences and creators alike. For audiences we've worked on launching destination pages on YouTube, music on YouTube mean to allow audiences to have a dedicated listening or visual experience when it comes to their podcasting journeys. We've launched podcast search cards as well, so that when users search for a podcast, they have the ability to discover podcasts as a search results. And we have continuously try and find ways to allow audiences to have a seamless experience when it comes to their podcast journeys on the platform. And I should add to that as well, is that, you know, that flexibility, flexibility in consumption is also significant because, you know, users through those features that we've launched have the ability to watch a podcast or just to simply listen depending on where they are, whether that's on the go in the background and those experiences also sync up. So, you know, you start somewhere on your mobile phone and you get on the tube, you get on onto your computer. Those experiences all sync up. And what this allows for audiences is to have ultimately a seamless, uninterrupted journey when it comes to their podcasting journeys for creators. We've also developed tools and features to simplify the delivery of podcasts to the platform, whether that's true YouTube studios with the uploads of videos or by integrating as well RSS feed. And so, yo know, according to a recent Edison report, YouTube is the most frequently used service for podcasting, for listening to podcasts in the US. But also importantly, it is one of the most frequent services when it comes to new podcasting, new podcast listeners. So to start with, a lot of people are starting their journeys on YouTube. And as YouTube evolves or continues to evolve, it is building that multi format ecosystem where podcasts really complement other types of content that are on on YouTube already, whether that being short or vlogs or whether that being livestream and audiences start their journeys in so many different places and through those different formats. So really tapping into that multi format opportunity really help creators engage with audiences across those different formats and it really helps them strengthening their relationship with viewers no matter where or how they choose to consume that type of content.

Sam Sethi: 5:02

So you've introduced the concept of watching a podcast, which really, I guess when it first came out, as I thought was really interesting. I use YouTube a lot, right myself and I love sports and I love politics and I tend to watch a lot of those on YouTube while I'm doing other things. They weren't in the original day two years ago, considered a podcast. They were just considered somebody is putting up a YouTube channel and then they became podcasts. You then started to get shows like Newsagents and the rest of politics coming into YouTube. And so watching a podcast has become the new lingo, which I think a lot of people who watch traditional podcast has found very grating to begin with, you know, based on feedback from the market. I think that's gone now. I think people have accepted that you can watch or listen to a podcast. I think what we're also finding from lots of surveys is Gen-z is seriously now a lean force. Sorry I lean back watching type podcast rather than a Lean Forward audio podcast. Is that something that you're finding as well?

Sandy Wilheim: 6:16

Yeah. So, so according, l you said, according to an Edison report, the majority of younger audiences prefer to watch podcasts rather than just listen to them. And I think what this like, like you said, what this report really shows us is that increasingly younger audiences are increasing early video first and they engage. They lean in more when there is a visual element to their podcasting journeys. And so that ability to see the hosts or to feel part of like you feel like you are in the room with your presenters is really what allows you know, So that video element is really what allows for that close proximity that they so longing to consume when it comes to podcasting. And it really complements the audio piece that is being offered. Now that trend is just less pronounced with older age groups who are just more accustomed to a more traditional way of consuming audio only podcasts. And, you know, I would argue that whilst audio only podcasts remain very popular, the multi format nature of YouTube is really helping podcaster tap into younger audiences, particularly Gen-z who prefer video content and also expect multimedia storytelling. And what I think this shift really illustrate is ultimately how podcasting is evolving as a format to not only cater to, to to a diverse set of habits when it comes to consumption, audio, video on the go, different screens, etc., but also across the different generations terms.

Sam Sethi: 8:06

Time of day matter as well.

Sandy Wilheim: 8:12

So so YouTube is a multi format platform and it offers a very robust analytic tool to really understand how users are consuming your content. So not only how users are consuming your content, but you know where they started the journey. How did they find that content, who they are, where they are, and at what time of day they are consuming that content. And so ultimately, as you think about a creator's evolution on the platform, you know, there are different steps into that journey and the first step is obviously about defining that strategy and the objectives that you've set yourself to have for the platform. Then it's about building the audience and deepening the relationship with your audience that are really interested in consuming that content. But then an essential part of that journey is about looking at data to understand where and how and when your users are consuming that content so that you can read through it along the way and it really evolve with your audience to provide them with the satisfaction of what it is they are looking to find on to your platform. So using data is that essential part of that journey, which ultimately will help you as well evolve further with your strategy on the platform?

Sam Sethi: 9:40

Okay. I want to start a podcast on YouTube. Do I have to have a video? Can I just do audio only?

Sandy Wilheim: 9:49

So I think a lot of people think of this as well, approach this thinking as binary is or audio or it's video. And whilst video can really enhance the podcasting experience, it doesn't necessarily mean that every podcast must be full video to succeed on the platform. You know, YouTube really offers that wide range of possibilities for creators to combine audio and visual content in ways that just works best for them. And so what that means is that podcasts can really exist across a whole spectrum. So some podcasters, you know, upload full length episodes as audio with a static image as an example, but include special behind the scenes as companion pieces to their audio piece of content. Other audio first podcasts just use or create shorts which have segments that are, you know, the most popular clips of that longer form of content. And what they trying to do is really reach audiences wherever they are. So ultimately what that means is that your podcast actually doesn't necessarily need to be on video to have a home on YouTube and to be successful on YouTube.

Sam Sethi: 11:10

So the $24 million question now something how important is RSS to YouTube?

Sandy Wilheim: 11:18

Yeah, so our RSS is is very important. I think it's it's a tool that, you know, simplifies or simplifies delivery of content to the platform. Now, it is a very convenient option for many podcasters, but the decision to incorporate video really depends on the type of of engagement that creators, that podcast creators are seeking with their audiences. And so when you think that audiences start their journeys in different places, it is about those different formats really serving different purposes. And video really offers an opportunity to build a deeper connection with listeners who want to feel more connected to their podcast hosts. And that and, you know, we've seen that it's, it's it really that video element, that big visual piece is is really allowing for that close proximity, for that feeling of belonging, of being closer to their presenters. And so what we also see is that many podcasters already today are integrating video elements within their show where, you know, like we said, through full episodes or by producing short clips or behind the scenes, etc.. And so I think those visually engaging pieces of content really adds new layers to the storytelling experience that a lot of younger audiences are looking for. And so, you know, when, when and if they feel it is right for the audiences podcast, then obviously this podcasts can decide to use some of that and leverage YouTube's reach and exposure and, and, and really exponentially expose or bring more fanbases to tap into the content that they are consuming and, and make sure that it almost feeds the appetite of audiences in terms of multi format consumption.

Sam Sethi: 13:15

So that's RSS into YouTube. Now I'm old and I remember the early days of YouTube and the URL. It used to be Will YouTube ever let me take RSS out of YouTube?

Sandy Wilheim: 13:29

Well, there's a lot of the products features that we are working on and we'll certainly, you know, be able to update you as as those goes along. So at the moment, you know, our product teams are continuously working on not only enhancing the consumption experience for for audiences, but also ultimately to ensure that creators experience on YouTube becomes better and better. What will happen in the future? I don't know yet, but I will make sure to update you as soon as possible, as soon as I have answers to that.

Sam Sethi: 14:05

Okay, Thanks. And look, my final question, really, as a user of YouTube, yeah, I can consume podcasts in YouTube and I can consume podcasts and YouTube music. Where should I go?

Sandy Wilheim: 14:23

Sorry, can you repeat that question?

Sam Sethi: 14:25

Yeah. So as a user of YouTube, I have strangely two choices. I have YouTube, the main platform, and I had YouTube music. And yet as a as a user, I'm confused Why? Why to not one and where should I go first?

Sandy Wilheim: 14:42

Yeah. So I think there is no where do you want to where there is no choice to make in terms of where you want to go first. Users journeys nowadays originate in many different places, whether that is through YouTube music, through YouTube main, through YouTube search speeds, Lots of people's journeys originate in those many different places. And ultimately what we've tried to do with our features and tools that we've developed with podcasting is really to enable users to have a seamless experience wherever they start, wherever they decide to consume the content they wish, and whether that is, you know, audio or video enabling audio or video on the go in the background, it is about enabling those multiple consumption patterns wherever you are. So they don't necessarily have to make a choice. What we want to do is that ultimately by enhancing that experience across those different places or entry points, we want to continuously work on providing audiences with a seamless, uninterrupted journeys. And this is what we've done with the tools that we've launched and enabling those multiple consumption pattern. And importantly, as well as part of that is, you know, experiences will sync up whether you start on YouTube music and then you continue on to main. The aim again is for you to pick up where you left off, whether that's, you know, Starting point was on on YouTube music and then continue it there. But ultimately the end goal is to ensure that audiences have a good experience when it comes to their podcasting journeys on the platform, wherever they are.

Sam Sethi: 16:31

Okay, I promise. The final question then, what opportunities exist now for me as a podcaster to make money on YouTube? How can I best optimize my revenue return with YouTube?

Sandy Wilheim: 16:44

Yeah. So once a channel is enabled for monetization, podcasters can access the same monetization options that are available to any creator on on YouTube. And given that podcasts are typically long form content, they naturally provide more opportunities for monetization with mid role. And so YouTube really offers creators those multiple revenue streams. There is a traditional ad revenue piece with ads being served against the content, but also there is the option to generate revenue through channel memberships or super channels or merchandise integration with YouTube shopping. And what these tools really allows is to, you know, generate revenue, sustain what the content offering that you provide, but also scale those operations further. And then importantly to mention is that, y know, additionally podcast on YouTube can also include various forms of advertising such as hosted, read, endorsement or sponsorship messages, and those really further enhance as well the monetization potential of that of those podcasts on the platform.

Sam Sethi: 17:54

sun will shine. Thank you so much for your time. I won't say. Where would you go to find out more information? Because I think the world knows YouTube.com. That's fairly simple. But thank you so much for taking the time out.

Sandy Wilheim: 18:07

Than you very much. I really appreciate you talking to us.