YouTube is offering money to podcasters in a bid to get them to create video versions of their shows, according to a report by Bloomberg. People close to the situation said Bloomberg that YouTube is offering $50,000 for individual shows and up to $300,000 for podcast networks, potentially to fund filmed episodes and other video content.
Although a platform for video, Google-owned YouTube hosts a number of popular podcasts, including the H3 Podcast, Full send podcastand the Logan Paul-led impulsive. It even helped foster the growth of controversy Joe Rogan Experiencewhich Spotify bought the exclusive rights to in 2020.
YouTube has made small strides in pleasing listeners on the platform. In October, it began allowing all Canadian users to listen to audio without opening the app – a feature previously only available to YouTube Premium subscribers. Around the same time, YouTube also hired Kai Chuk to lead the company’s podcasting efforts. Although Spotify already supports video podcasts, getting popular shows to create accompanying videos that are perhaps platform-exclusive could help build an audience that wants more than audio.
The edge contacted Google with a request for comment, but did not immediately respond.