There is always something to learn in a webinar hosted by Borrell Associates. During a recent webinar called “Local media’s next move: The rise of video podcasts,” YouTube’s Stephanie Chan highlighted how the platform is reshaping podcasting — and what that could mean for local media.

Chan, a strategic partner manager on YouTube’s podcast team, shared that YouTube now reaches 1 billion monthly podcast users worldwide, representing roughly 13% of the global population consuming podcasts on YouTube at least once a month. According to data discussed at the webinar, YouTube has surged past Apple and Spotify to become the most used podcast platform, with 41% share.

YouTube’s approach seamlessly blends audio and video, allowing users to start watching a podcast on the main YouTube app and continue listening on YouTube Music without losing their place.

Chan pointed to a notable shift in how audiences consume podcasts: watch time on TVs is YouTube’s fastest growing source of viewership, with people now treating podcasts as shared, living-room content.

“It transforms podcasting into a shared social event,” she said, noting that younger audiences may not even separate the idea of a “podcast” from a “show.”

For local media, Chan offered practical ways to make podcasts stand out on YouTube:

  • Master the first impression. Thumbnails and titles function as billboards. Each episode should have a custom thumbnail and a clear, searchable title.
  • Think beyond audio. Even a simple Zoom recording can strengthen audience connection. Some add B-roll, animations or text overlays.
  • Go multi-format. Use Shorts or clips from longer episodes to draw in viewers who might later watch full episodes. Chan noted that creators can even make these clips directly in YouTube Studio.

She highlighted examples including the Locked On network, which produces daily local sports podcasts and has grown rapidly by putting all its shows on YouTube. Another example was GBH News’ “The Big Dig”, a podcast about Boston infrastructure that attracted over 1 million views, with 80% of those views from outside Massachusetts — underscoring how local content can find broader audiences.

To learn more, Chan pointed to YouTube resources, which include best practices, webinars and links to the Creator Insider and YouTube Creators channels for step-by-step guidance.

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.