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Here’s how dominant YouTube really is in podcasting

Here’s how dominant YouTube really is in podcasting

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Podtrac’s new podcast chart shows that YouTube is bringing much more traffic to shows.

By Ariel Shapiro, lead reporter of Hot Pod, a newsletter covering podcasting and the audio industry. She previously worked at Forbes, where she covered media and entertainment.

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Image: The Verge

All roads in podcasting lead to thinking about YouTube, and I had a chance to check in with Podtrac’s Mark McCrery about the company’s new ranking that includes YouTube views. The ranking provides some insight into what is doing well on YouTube versus traditional RSS platforms. 

From the data available in the first month’s ranking, corporate production outfits are getting much more out of YouTube than creator content, which is not necessarily what I expected given that YouTube is thought of primarily as a creator platform. For Libsyn, which hosts many creator podcasts, only about 7 percent of streams come from YouTube. Whereas for a legacy entertainment brand like Paramount, YouTube views make up the majority of streams. 

I asked McCrery more about how the new ranker works and what other takeaways he had from the debut list.

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