Podcast videos Format blurring expands podcasts’ future
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20,000 foot view: Podcasts are breaking out of traditional audio and entering the video space, as nearly a quarter of consumers now watch podcast videos monthly. Visual elements for podcasts are becoming a crucial tool to reach new audiences and engage current listeners. Rather than isolating audiences on streaming platforms, podcast content is now accessible on a variety of platforms in a more mainstream medium, creating new avenues for the format to grow.
Key insights
- As of consumers watch podcast videos monthly, the format is close to breaking out of the niche
- Audio consumers are already adopting the format, as both podcast WAUs and audiobook WAUs watch podcast videos monthly
- Low podcast listeners are more likely to watch podcast videos monthly than high podcast listeners, suggesting that the format may be more popular among casual audio consumers
- Podcast video viewers are more attentive to audio and video advertisements than the average consumer: pay attention to audio ads and to video ads
- Podcast video viewers’ top podcast genre is comedy, followed by news, music, sports, and true crime
- Podcast video viewers over-index for music behaviours, like listening to full albums suggesting an opportunity for music-related video podcasts
- Spotify is the top podcast platform among podcast video viewers, although YouTube follows close behind
- Podcast video viewers are active on social media: are YouTube WAUs, Facebook WAUs, Instagram WAUs, and TikTok WAUs of podcast video viewers are Netflix WAUs, more than any other video streaming service, reflecting an opportunity for the streamer
Companies and brands mentioned in this report: Alex Cooper, Amazon, Amazon Prime Video, Anchor, Apple, Apple Podcasts, Apple TV+, ByteDance, Disctopia, Emma Chamberlain, Futuro Studios, George Clarke, Google, Grace Keeling, Harry Styles, HBO Max, iHeart, Instagram, Jennifer Lopez, Joe Rogan, Max Balegde, Motion Agency, Netflix, Riverside.fm, Spotify, TikTok, YouTube, Zane Lowe