The Future of Podcasting isn’t Video
Before you accuse me of burying my head in the sand, let me explain.
Video will forever be intertwined with podcasts. The industry has moved far past the point of no return. In fact, we will likely see video podcasts become much more widely supported across various platforms.
Does that mean audio-only podcasts are going away? Absolutely not.
One of the initial beauties of podcasting was its simplicity. If you had a microphone and an internet connection, you could record and upload a podcast episode from your garage in a couple of hours. Long gone are those days. Podcasting is now an $18 billion industry.
In today’s crowded landscape, the standards are higher than ever. High quality content and production aren’t an advantage — they’re an expectation. The garage podcast is dead.
As an audio professional, I know exactly what it takes to produce episodes that sound great. I also know that it’s much easier than producing episodes that look great.
Sure, the barrier to entry for podcasting has risen. But for a solo podcaster, 200 well spent dollars and some editing know-how can produce audio that sounds professional — or at least close enough for listeners.
For professional looking video? Now we’re talking about multiple cameras, tripods, lighting, and backdrops. Oh and by the way, you still need all of the audio stuff. That barrier to entry just got a little bit higher.
Aside from startup costs and ease of production, consider podcasting for what it is— a unique form of media.
What is the difference between the average podcast and the average YouTube video? Why do video and social platforms continue to prioritize short-form content while 60+ minute podcasts continue to thrive?
The reason podcasts thrive is because they aren’t video.
The appeal of podcasts is that they are convenient, non-committal, and personal. 71% of people say that their primary motivator for listening to podcasts is that they allow listeners to multitask.
Why do people listen to a two hour podcast episode about oral health instead of watching a two hour documentary about it? Because they can listen to a podcast while they commute, take care of chores, or work. That sounds a lot more pleasant than committing your attention to it for the next two hours.
94% of listeners consume podcasts while performing other tasks, which actually elevates engagement. In an increasingly screen-focused world, audio formats uniquely benefit from this.
Sitting down to watch a video is a commitment. You are stuck in your seat with your eyes glued to a screen. This is demonstrated in Spotify’s 2023 Fan Study, which found that throughout most of the day, video podcasts were more likely to be listened to as audio-only instead of watched. Only in the evenings were listeners more likely to watch them.
Another study found that while 57% of listeners prefer podcasts with video, only 28% prefer to actively watch them. The other 29% play them in the background.
If the majority of listeners prefer video podcasts, then we need to make video podcasts, right? Not necessarily. Given the preference to consume video podcasts in the background, video seems to be more of a “nice to have” than a “need to have” for listeners.
If you think the industry will soon surpass my opinion, consider this. A recent report that I put together found that 40% of the top 50 podcasts are still audio-only. These are the highest performing, highest paid, most well-produced podcasts in the world. They have all of the access, funds, and capabilities to start producing video but choose not to. To me, there could not be a more clear indicator that video is not the draw.
We will see video podcasts continue to grow in popularity. More platforms will support video features, and they will become even more typical than they are now.
However, video will be a supplement to audio, not a replacement.
Podcasts will never need video because they are an independent medium of their own. How does radio still exist in a world dominated by screens? Because it isn’t just screenless TV — radio offers its own unique benefits.
Why bother with video then? Well, I would take that on a case by case basis. For someone who already has access to camera equipment, why not? There are lots of benefits to producing a video podcast. For starters, recording video is the easiest way to promote your podcast on social media. How often do you stumble across funny or interesting podcast clips on TikTok or Instagram? Even if you don’t edit and publish a full video episode, these promos alone can make video worthwhile.
As mentioned, there is a growing segment of listeners — particularly new listeners — that prefer to actively watch video podcasts. Having video may increase their likelihood of clicking on your episode. Though, the popularity of video podcasts is also heavily dependent on genre. Comedy dominates, accounting for 27% of viewed episodes. Meanwhile, sports shows only make up about 1%.
Do some research into your audience and what works for other podcasts in your niche. If you are just starting out and want to produce video, consider waiting until you first establish your podcast with audio. Don’t raise your own barrier to entry.
If you are consistently producing episodes a few months in and want to take it up a notch, venture into the world of video. Just remember that the more work it takes to produce your podcast, the more likely you will eventually not have the time, money, or willpower to regularly publish episodes.
Yes, video podcasts are here to stay. They are growing in popularity and availability. But no one in podcasting should ever view video as a must. If you want to start a podcast without committing to a $1000 setup, go for it. Grab that USB mic and get started.
Podcasts are an audio-first platform, and that isn’t going to change. Even the video podcasts out there today are produced and edited audio-first. After all, that’s how they are primarily consumed. Don’t let the video hype convince you otherwise.
To assure you that there is at least one other person out there who shares this opinion, I will leave you with this quote from career coach and podcaster Allegra Sinclair whose take is even hotter than my own.
Want to launch a podcast but don’t know where to start? Get my new eBook, The Ultimate Podcast Launch Guide, to learn everything that you need to know before you press record.
Do you need help with your podcast? I provide consulting, post-production, & distribution services to podcasts around the world. From launch to distribution, I can handle the technical side of your creative project. If you have any questions, please reach out to me. I would love to help. adamcgray.com
