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Industry News

SELECTED ITEMS OF INTEREST TO THE MEDIA COMMUNITY

News Moves to Watchable Podcasts

April 13, 2023,

A recent study found that more consumers in the U.S. prefer watching podcasts on YouTube to listening to audio-only versions. Other research concluded that the audience for YouTube podcasts is younger (aged 18-34) than regular listeners elsewhere, and that watchable podcasts attract more first-time podcast users than audio-only. A number of news publishers have added YouTube to their podcasting roster: 

  • In the past year, ESPN has increased streaming podcasts on YouTube from two to 28, and has also created four YouTube-only shows.
  • Slate recently announced it will partner with YouTube to create video podcasts and house its extensive archive.
  • NPR, which recently laid off staff and cancelled some podcasts amid budget cutbacks, is branching out from Instagram and TikTok by creating a dedicated YouTube channel in addition to several channels for existing shows. 

YouTube, which starts generating ad revenue for creators more quickly than many other social platforms, has added a "Podcasts" tab and has started featuring shows from news outlets including NPR and the New York Times.

Read the full Niemanlab story here.

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YouTube Views Skyrocket—On TV

April 5, 2023,

A survey of consumer streaming behavior shows that Disney holds a commanding lead in users, primarily due to the popularity of Hulu, in which Disney has a major stake. Second in overall popularity is YouTube, experiencing skyrocketing popularity for viewing on TV rather than on other devices. YouTube was the first choice of those under 45 years old, edging out Netflix. The increasing success of YouTube on TV raises questions about whether the platform even qualifies as television, with industry, network, and advertising sectors having different stakes in the answers. But the ultimate decision will rest with advertisers, who will need to decide whether YouTube should be included in their budgets for TV or for digital. 

Read the full tvrev story here. Download the complete report here.

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Newsletter Publishers Commit ... Cautiously ... To More Hiring

March 29, 2023,

After maintaining ad revenue and email subscriber growth despite an overall advertising downturn, some newsletter publishers are planning to ... slightly ... increase their editorial and sales teams this year. In interviews with Digiday, executives at five newsletters said that unlike many other media companies they have not had any recent layoffs, and plan to hire between two and 30 additional employees. While one executive said not being dependent on venture capitalist funding allows freedom to expand, all of those interviewed said they're being careful not to grow too quickly during a time of economic instability.

Read more of the Digiday story here.

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