As someone working in professional podcasting, I routinely have clients asking me what the big podcast platforms are. Apple, I tell them, has been leading the way since the medium arose, though Spotify, I add, have made a big bet in recent years. But I always have a little twist to add to my answer, which is to tell them that’s there’s another major podcast platform that’s been stealthily increasing its market share over the past few years, without people really even noticing: YouTube.
I think at the end of the day, big brands will do only what makes the most money. Sure they can start now with a selfless goal. But as soon as they see views and revenue dropping, I doubt they'll relax and "trust the process". YouTubers will panic. Sponsors will panic. The algorithm will panic.
And they'll go back to interviewing the most polarizing people they can find.
"Don't subscribe" has 1.2m subs lol
I think at the end of the day, big brands will do only what makes the most money. Sure they can start now with a selfless goal. But as soon as they see views and revenue dropping, I doubt they'll relax and "trust the process". YouTubers will panic. Sponsors will panic. The algorithm will panic.
And they'll go back to interviewing the most polarizing people they can find.
Great piece!