YouTube is introducing new artificial intelligence tools to assist audio-first podcasters in transitioning into video content creators. This technology could give YouTube an edge over Spotify, which focuses primarily on audio podcasts. There is a growing demand from consumers to watch podcasts rather than just listen to them. The next significant competition for podcasts is in the realm of video content, and YouTube aims to strengthen its position as the leader in this area, surpassing rivals like Spotify and Apple.
In an effort to solidify its dominance, YouTube recently unveiled a range of new AI products. These tools will allow audio-focused podcasters to create video clips for YouTube using their audio transcripts starting next year. Powered by Google’s Veo AI technology, the tool will generate brief 30 to 60-second visuals that can be used as YouTube shorts or as part of longer video uploads. Initially, this feature will only be accessible to a select group of podcasters in the United States.
The target audience for these AI-generated videos is audio podcasters who lack experience in video production. T. Jay Fowler, YouTube’s senior director of product management overseeing podcasts and music, explained that this tool could lower the barrier for such creators looking to establish a presence on YouTube without extensive video expertise or elaborate studio setups.
YouTube has established itself as a podcasting leader by hosting various talk-show style channels from creators like Rhett & Link, Theo Von, and Joe Rogan. A January report from Edison Research revealed that approximately one-third of weekly podcast consumers in the US prefer YouTube over other platforms. However, YouTube may face challenges with podcasts that do not neatly fit into the talk show format and are not easily adaptable to video content.
To address this, YouTube believes that these new AI tools can help attract a wider range of podcast genres. Incorporating video elements could aid audio-centric podcasters in meeting the evolving preferences of consumers. A Morning Consult report from October indicated that the percentage of US adults favoring video podcasts increased from 32% in October 2022 to 42% in August 2024.
Spotify made significant strides in the video podcast space last year and reported substantial growth in video podcast consumption compared to audio-only content. Even Netflix is exploring opportunities within this domain, holding discussions with creators and seeking a video podcast executive.
Despite increasing competition, YouTube maintains an advantage as a native video platform with an established revenue-sharing model for creators. Its shorts feature, reminiscent of TikTok’s short videos, can also serve as a promotional tool for podcast creators looking to reach wider audiences.
According to a June report from Cumulus Media and Signal Hill Insights, 44% of new podcast listeners start their journey on YouTube. Recently, YouTube announced an additional AI-powered tool designed to help creators extract highlights from their video podcasts for use in YouTube shorts. Clipping features have become crucial marketing tools for long-form content creators including podcasters.
This latest tool is expected to be rolled out in the upcoming months by YouTube as it continues its efforts to cater to the evolving needs and preferences of both creators and audiences within the podcasting landscape.