YouTube, one of the most popular video platforms on the entire network, continues to look for new ways to expand its market in the face of threats posed by other apps such as TikTok and Twitch. Now, the Google division has turned its attention to the boom that podcast creators are enjoying on its portal, who are already being offered money to adopt the traditional clip format. Why? Here are the details.

It all started in 2021 when the platform’s management hired a senior executive who would be in charge of everything related to podcasting. Now, it seems that the strategy of the site is to promote the evolution of these creators so that they can become influencers of video material.

Google’s intentions are serious and, according to a report by Bloomberg, the platform would be offering up to $50,000 to individual shows to help them make the transition from podcast to video, and between $200,000 and $300,000 to networks dedicated to this type of content.

YouTube knows the difference between podcast and video

YouTube’s efforts are explained by the simple logistics required to produce a show in a visual format, which is much more expensive than making one with only audio (such as podcasts). This is the exclusive purpose of the financing of the platform.

According to the aforementioned report, the “thousands of dollars” are intended to “help” with the high production costs for videos, even if they are for initial creators. This, of course, includes the acquisition of cameras, lighting, studios for filming and other equipment.

YouTube seeks to counter Spotify threat

YouTube has seen a huge influx of podcast talent in recent months, though one of the biggest hits it took was Spotify’s purchase of the Joe Rogan Experience show, which was offered a $100 million deal to carry your show to your platform exclusively and remove it from the Google platform.