YouTube vs. RSS
Author: Shrikant Joshi, Independent Audio Creator
The Battle for Podcast Discoverability and Listener Loyalty
In the ever-evolving landscape of podcasting, creators face a critical dilemma: Should they focus on YouTube's massive reach and built-in discoverability, or should they remain loyal to traditional audio platforms, where listener engagement runs deep? As more podcasters explore the visual medium, the debate intensifies—what's the best way to grow and sustain a loyal audience? This article dives into the strengths and weaknesses of both formats, offering insights on why YouTube might be the key to unlocking your podcast's potential while RSS (stands for Really Simple Syndication or Rich Site Summary, is a web feed format that allows users to access updates to online content in a standardized, computer-readable format) feeds remain the backbone of podcasting loyalty.
Short Answer:
YouTube offers unparalleled reach and discoverability, while RSS/Audio fosters deep engagement and continued listener loyalty.
Long Answer:
The challenge for most podcasters today isn’t just about building loyalty—it’s about getting noticed in the first place. Think about it: you can’t win over an audience you don’t have. This is where YouTube comes in, with its massive, ready-made audience that’s constantly on the lookout for new content.
Nearly everyone has a Google or YouTube account, and our address books are packed with contacts who regularly visit YouTube. Posting a video on YouTube often results in immediate impressions, as the platform shares it with people in your circle. Even if only 2-5% click on the video, that's 20-50 views right off the bat. If the content resonates, YouTube’s algorithm might further expand its reach, showing it to even more users.
Now, it’s true that most YouTube videos only get around 3-5 minutes of watch time, just a sliver of a typical 30-50 minute podcast episode. But here’s the kicker: you didn't have to do anything extra to draw in that audience. All you did was upload the file, optimize the description, and hit 'Publish.' In contrast, audio podcasts require you to actively build your audience, reach out to potential listeners, and convince them to include your podcast in their listening routine. Even then, tracking engagement accurately is challenging.
Yes, producing a podcast is labor-intensive, no matter the format. But YouTube’s algorithmic power can save you hours of promotion and outreach. While it’s true that audio podcast listeners are more likely to finish an episode, once they’re done, they move on to the next item in their carefully curated feed. There’s no seamless transition to your next episode unless they actively seek it out.
YouTube, however, has this covered. The platform is designed to keep viewers hooked, constantly recommending new content based on their interests. That’s why YouTube has practically solved the discoverability problem, making it an attractive option for podcasters who want to expand their reach. After all, podcasts are essentially just videos without visuals, right?
Of course, creating video content isn’t without its challenges. It’s more expensive and time-consuming, requiring more planning, production resources, and technical expertise. On the other hand, audio is more accessible: a decent mic and an affordable editor can get you started for a fraction of the cost. So why do creators gravitate toward video podcasts?
There are a few reasons:
Branding & Fame: Video content puts a face to the name, increasing the chance of becoming recognized.
Engagement: Immediate feedback through comments (even the toxic ones) provides validation.
Costly Signal: Having a YouTube channel implies that you’re already investing significant time and money, signaling success.
Monetization: YouTube pays creators through ad revenue. A successful video can generate passive income long after it’s published.
This last point makes YouTube an enticing option. Do you stick with a less expensive audio podcast with uncertain returns? Or do you invest more in video production with the potential for ongoing revenue? The temptation is real, and it’s powerful.
The Big Question:
So, what’s the verdict? Is YouTube the future of podcasting, or will audio continue to hold its ground?
The truth is, YouTube isn’t going anywhere. But audio can’t compete with YouTube unless one of two things happens:
YouTube Declines: This could be due to monopoly issues, loss of trust, a new competitor, or even falling victim to Google’s tendency to sunset products.
Discoverability is Solved for Audio: If someone finds a way to auto-play relevant, random podcast episodes once a user’s feed runs dry, audio could gain ground. GoodPods is attempting this but hasn’t yet achieved the traction needed for a major shift.
Despite the challenges, audio isn’t going to disappear. While the podcasting boom may have slowed, people will continue creating and consuming audio content. It might follow the trajectory of radio versus TV—YouTube will claim a larger share of attention, but audio will still hold its place. How big that slice will be is anyone’s guess.
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Shrikant Joshi, Independent Audio Creator, Ex-Radio person, Tri-lingual. Find Shrikant on: https://42quirks.com/