After large strikes by way of Apple & Spotify, what’s Google’s plan for podcasts?

Job and funding within the podcasting business is lately at an all-time prime after Fb, Apple, Spotify, and others detailed their newest efforts closing month. One main participant that has but to reply with new plans of its personal is Google Podcasts.


A slightly early get started

Google relaunched its podcast providing in 2021 after a failed get started two years prior that concerned surfacing (*19*)presentations and episodes in Play Tune. The present effort is a lot more of a devoted revel in and intently aligned with Google Seek and, by way of extension, Assistant.

Google Podcasts introduced on Android three years in the past after which got here to the internet, in addition to Seek effects, in 2021. An iOS app was once offered closing 12 months because the internet shopper become extra full-featured. The closing main announcement got here on the tail finish of 2021 when the app won beef up for personal RSS feeds, whilst the previous few months have observed a (*18*)redesigned Now Taking part in display screen and the facility to raised (*12*)customise (and block) suggestions.  In the meantime, fresh weeks have observed the founding product supervisor get up to concentrate on Seek options for desktop/pc, whilst its product lead left Google for fee corporate Stripe. The previous’s transfer coincided with the (*17*)broader reshuffle of the Seek group.

Seek-aligned get entry to

The largest benefit for Google Podcasts these days is its integration with Seek. In 2021, as introduced at I/O, the quest engine started surfacing playable episodes “in line with Google’s figuring out of what’s being mentioned on a podcast.” The corporate goes past episode identify and outline to index and transcribe. 

Quickly, you received’t essentially want the time period “podcast” for your seek to peer episodes, making podcast discovery more effective throughout Seek.

This provides customers a herbal advent to Google Podcasts. In the meantime, on Android, the Podcasts revel in is technically a part of the principle Google app — just like Assistant. Given the pre-installed nature of the Seek app, all Android customers have a podcast participant out of the field to begin being attentive to issues they only came upon. You’ll be able to download “Google Podcasts” from the Play Retailer however that necessarily puts an app icon for your homescreen.

That means is maximum very similar to how Apple Podcasts is pre-installed on iPhone, iPad, and Mac, whilst Fb now has a mini-player in its major app and is (*2*)construction a fuller revel in. The trail the social media corporate is taking is very similar to Google’s in that it needs to leverage the application that numerous other folks have already got put in. 

In different places within the panorama, Spotify determined to head the previous Play Tune course by way of simply integrating podcasts into the principle tune shopper. Once more, that is born out of most of the people’s hesitancy to download a brand new app. From anecdotal commentary, I’ve observed other folks new to the arena of podcasting simply use Spotify — over Apple Podcasts — because of familiarity because it’s already their streaming carrier of selection.


For Google, the duty is conserving listeners that come across its app thru Seek. A method it achieves this is thru cross-device integration. Play development is synched all through the cellular and desktops apps, in addition to Good Presentations and audio system. Resuming playback is simple thru Assistant voice instructions. The Google Podcasts shopper is one of the most straightforward apps available in the market with the principle display screen being a feed of your whole episodes, whilst “Discover” /seek is the following tab over and the closing segment presentations your queue and offline downloads. It’s geared toward the ones simply coming into podcasts and is unencumbered by way of tune or a whole social community.

Going the opposite route

Podcasting, by way of nature of being in line with RSS, has at all times been open. This ongoing growth would possibly alternate that ultimately. Spotify is main the fee with unique content material that may most effective be listened to in its app with multi-million buck offers to safe large names and personalities. At the different finish of the spectrum, it owns easy-to-use and built-in advent device Anchor. 

In the meantime, Apple this month is making it really easy for podcasters to begin charging for presentations and be offering unique content material only for paying listeners. Apple Podcasts Subscriptions leverages the corporate’s huge fee infrastructure that already has your card main points from App Retailer and iTunes purchases to permit for extraordinarily easy subscriptions. This means of providing further or bonus audio for the ones paying comes to importing that content material without delay to Apple, quite than RSS. 

The Seek-aligned nature of Google Podcasts brings a undeniable degree of openness that would possibly differentiate it and proceed the open internet nature of audio. That mentioned, Google may be within the place to make it smooth for podcasters to simply receives a commission subscriptions. A minimum of on Android, it may well leverage the Play Retailer/Google Pay infrastructure to make sign-ups smooth.

When viewing podcasts from a information attitude, there’s Subscribe with Google that publishers these days can use to make paywalls friction-less by way of having Google fill-in fee main points and conserving you signed-in throughout gadgets. 

In a similar way, it’s onerous to peer Google making an investment in unique podcasts. The corporate does now not have a cast observe document of without delay financing content material as observed by way of the pullback from making status tv and films for YouTube Originals (in choose of content material from present Creators) and the finish of Stadia Video games & Leisure. That mentioned, if Google’s podcasting effort was once extra intently aligned with YouTube — quite than the open internet — issues would possibly play out otherwise.

The long run 

Once more, Google has been quiet about its plan for podcasting within the face of huge competing strikes. From an business viewpoint, the obvious could be for the corporate to begin supporting paid subscriptions by way of leveraging its present fee infrastructure. It will tie-in with Google’s push to assist information publishers. 

It will additionally be offering in a different way to monetize podcasts thru promoting. YouTube closing 12 months introduced audio advertisements to “attach your logo with audiences in engaged and ambient listening on YouTube.” It’s essentially geared toward attaining tune enthusiasts, however may just additionally observe to podcasts given the familiarity of sponsor breaks throughout episodes. 

At the product facet of plans, podcast discovery in Google Seek might be additional boosted by way of linking to “(*20*)key moments” like YouTube does these days. It will be one thing for searchers in need of to discover a extra nuanced solution or dialogue a few question.

All the way through the relaunch in 2021, the corporate mentioned how “Google Podcasts shall be a launchpad for construction a good higher podcast listening revel in the usage of AI.” The instance cited then was once computerized subtitling because of developments in speech-to-text to permit audio intake in noisy spaces with out headphones, in addition to higher accessibility. The function is more uncomplicated than ever to put in force, however Android already gives Reside Caption for all taking part in media for your machine. Every other use of that will be to translate content material and make podcasts to be had in additional languages. 

General, Google has a strong basis with large get entry to throughout a number of platforms. Alternatively, in mild of higher pageant, Google Podcasts has to announce what’s subsequent within the plan faster than later.

FTC: We use source of revenue incomes auto associate hyperlinks. Extra.

Take a look at on YouTube for extra information:

[embedded content]