Here’s Why Podcasts Aren’t Just Audio Anymore

Podcasts aren’t just for listening anymore — research states that, globally, there has been a 39% increase in average daily streams of video podcasts, offering podcast consumers the opportunity to watch or listen to show episodes [via Digiday]. Furthermore, studies reveal that more than half of podcast consumers prefer video over audio. 

Evidently, podcasts have evolved significantly beyond their original format, embracing video and other multimedia elements  — platforms like Apple Podcasts being a crucial influence —, and in this blog post, we will highlight the various key reasons behind this transformation.

Here Why Podcasts Aren't Just Audio Anymore...

Greater Engagement Through Video

One of the most noteworthy shifts in podcasting is the incorporation of video. 

Much like radio stations and shows that evolved to include visual broadcasts on platforms like YouTube, podcasts are now integrating video to create more spirited content.

Video podcasts offer a more dynamic and engaging experience, and this is especially due to the visual aspects (i.e. facial expressions, body language, on-screen graphics). This can strengthen the storytelling process and establish a deep connection with the audience. 

Online platforms such as YouTube have become popular for hosting video podcasts, presenting creators with the chance to reach a wider audience. 

Video content can also be more easily shareable on social media, boosting engagement and brand visibility. 

Furthermore, data from Apple Podcasts show that video content often has higher engagement, as reflected in min read metrics, compared to audio-only formats

Catering To Diverse Preferences

Audiences today consume content in various ways, and not everyone favours audio-only formats. Some people enjoy watching videos, others might prefer reading transcripts or interactive material. 

That’s why it is so important for podcasters to be open and try to accommodate as many preferences as possible, especially if they are wanting to reach more listeners. 

Live Streaming And Interactive Content 

Live streaming has become increasingly popular, bringing an entirely new dimension to podcasting.

A Live video podcasts allow show hosts to interact in real time with their audience through live chats and Q&A sessions. This close interaction creates highly engaging content and fosters a sense of community among podcast listeners. 

Furthermore, including visual aids such as slides and live demonstrations can help to simplify complex topics, as well as make them more appealing. 

Opportunity For Monetization 

With video and multimedia podcasts, there are new avenues for monetization-

Indeed, visual advertisements and sponsorships can be more effective and inviting than audio content. 

Podcasters can showcase products, give thoughtful demonstrations and provide an overall more immersive advertising experience. 

Strengthening Brand Identity And Genuine Connection

Being able to see the face behind the voice per episode in video podcasting can build a stronger personal connection between podcasters  and their listenership. For one, it allows for more relatability and genuineness. 

Video also allows show hosts to reinforce their brand identity visually — 

Consistent visual elements, such as logos, colours and set designs, are significant in establishing a distinct and recognizable brand and/or business personality. 

Final Wrap-Up

What are YOUR thoughts on the evolution of podcasts? Is there a need for video and multimedia content in the podcasting world? Would you rather stick to the familiar audio-only format? 

We’d love to hear your thoughts on this hot topic :) Sound off!