Why are major social media apps suddenly trying to integrate podcasts into their platforms?
Social media apps like Facebook and YouTube have been investing in the podcast ecosystem.
Facebook has integrated podcasts into its app for US customers, and YouTube is reportedly paying podcasters to film videos for its platform. Twitter and TikTok might also be interested in the podcast space, with TikTok currently hiring for a podcast operations role.
So why are these social media apps suddenly trying to integrate podcasts?