YouTubers are cashing in on the next content machine
In the last decade we’ve seen the meteoric rise of the YouTuber from humble bedroom chatter to worldwide Internet sensation. What’s next when you’ve expanded your influencer empire from merch to brand deals to collaborations? The answer seems to be podcasts.
More and more people are listening to podcasts
With 70% of Americans in 2019 having heard of podcasts and 32% of Americans listening to podcasts monthly¹, up significantly from previous years, it’s a no brainer that podcasts have become the new content king. With more and more folks tuning in during their commutes, at work, and around the house, podcasts are booming.
When you open any podcast hosting platform such as Apple Podcasts, Stitcher or Spotify, you are bombarded with new podcasts posted daily. You can never run out of content to consume. Podcasts can be easily produced and have helped feed the demand for any topic you may be interested in.
The ease of setting up a podcast has made the venture more widely accessible as well, allowing people to produce podcasts quickly and from wherever they are in the world. This has allowed YouTubers to start-up podcasts with ease which echoes how most of them got their start on YouTube.
Over the last few years, more and more YouTubers have increasingly begun to create their own podcasts in topics ranging from advice, behind the scenes looks into their businesses, daily commentaries, interviews of influencer peers, and many more. A major appeal is the ability to be more upfront and vulnerable in their podcasts where they can speak candidly often in more mature subject matters and garner new fans without alienating their preexisting ones. By building off their fanbase, they’re able to catapult their podcasts allowing them to reach people outside of their fandom circles, attracting a new audience.
The podcasting frontier has opened the door for popular YouTubers with existing built-in fanbases to start off their podcasting journey with an accelerated beginning. Some like Meghan Rienks has even segued into fulltime podcasting and only upload their podcasts as the main piece of content on their YouTube channels. It is very easy to advertise across their other social platforms to funnel more eyeballs to their new audible venture and content creators have learned that in order to survive in the fast-clicking world of entertainment, you need to keep expanding your presence.
The most popular YouTuber podcast at the moment is David Dobrik and Jason Nash’s Views which is within the top 50 most-listened-to podcasts on the Apple charts daily. They humorously discuss their daily lives and antics that occur behind the scenes of their widely popular YouTube videos. It makes sense that successful content creators on YouTube have seamlessly crossed over to being just as popular within the podcasting world.
This new avenue of content creation has supplied another lucrative stream of revenue. YouTubers are able to expand their reach into the podcasting arena allowing them to garner more fans who may not even watch or know of their original YouTube videos. In addition, many YouTubers have started to supplement or substitute the listening experience by filming their podcasting sessions and posting them on new dedicated podcast YouTube channels.
Some of these podcasts YouTube channels, such as H3H Podcast, even have millions of subscribers of their own. And interestingly, creators have worked and reworked ways to capitalize on the mysterious YouTube algorithms by clipping down sections of their podcasts and creating highlight videos.
These highlight videos allow them to section up their podcasts into various topics and push even more videos into the system, serving up more and more videos. These videos surface when searching YouTube for related topics and content allowing these clipped highlighted videos to garner more clicks from outside viewers who may not subscribe to the YouTube channel. Clicks equal money and even if you’re not a subscriber, as long you are watching, you are adding to that content creator’s revenue.
As well, many YouTubers have become part of already solidified podcast networks like Headgum, Ramble and Earwolf which setup and produce their podcasts for them, allowing them to quickly record and leave while the backend is all done by the network’s staff. The ease of filming a podcast episode for an hour or so once a week then leaving their teams or networks to edit and publish has allowed them to produce another stream of content that’s payoff outweighs the small time and effort to sit down and record.
The world of internet content is always evolving and influencers are having to find new and quick ways to keep up, while maintaining their original streams of revenue. Podcasting has become the next popular jump for many YouTubers and it makes sense. It has become an extension of their videos and ultimately has gone full circle in thriving in video form on their YouTube channels or newly dedicated secondary channels.
: Edison Research. (April 5, 2019). The Podcast Consumer 2019 https://www.edisonresearch.com/the-podcast-consumer-2019/