YouTube’s Podcast Push: New Ad Tests Signal Monetization Focus

Through the significant testing of technology that could very well be a game-changer in revenue generation by YouTubers, podcasters, publishers, and other creators on the platform. YouTube incrementally creates a firm hold on the media landscape.

The feature being developed by the platform is meant to allow the dynamic insertion and replacement of host-read commercials within specific YouTube videos, just like what can be done on Spotify and Apple Podcasts.

While the common viewer will likely not have noticed a difference, for many it will present an upgrade in the types of advertising flexibility possible on YouTube. It possibly creates a more extensive advertising revenue opportunity for podcasters.

Through a statement from a representative, however, no details could be shared regarding upcoming trials, but they forwarded Semafor a public letter from YouTube Chief Executive Officer Neal Mohan, which sets the platform’s vision and goals for 2025. He noted, “This year we will roll out more tools to help podcasters, monetize creators better, and ease the discovery of podcasts.” 

This new testing initiative is a response to enticing complaints from a good number of YouTubers and podcasters with the rising trade of video-audio chat shows. YouTube pays its advertisers via programmatic advertising for all videos, and the revenue is split among the creators, podcasters, and publishers. 

Elsewhere, such as on Apple Podcasts and on Spotify, most podcasters pre-sell their host-read ads, which they sometimes consider replacing after a certain download threshold is achieved. This provides excellent relevance for advertising that has listeners tuning into older episodes and enables the podcaster to charge a little more money for their ad placement. 

However, it continues to be the most significant place for podcasts to be consumed on the internet, yet it does not allow the embedding of host-read video ads. Hence, all advertisements read by a podcast host in a YouTube video will stay permanently with the video.