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The Rise of Video in Podcasting: A Look at the Trends
The 2024 report from Sounds Profitable, “Video’s Rise in Podcasting,” paints a comprehensive picture of how video is shaking up the podcasting world. With insights drawn from over 5,000 American adults, this study uncovers significant shifts in consumption habits and audience preferences. Below, we unpack the key findings to help you understand what’s changing in this space.
1. Podcasting Still an Audio-First Medium
Despite the buzz around video, audio remains the foundation of podcasting. The study shows that a majority of consumers prefer listening to podcasts, even when video components are available. While video elements might attract attention, podcasting’s roots and enduring appeal lie in its audio experience.
2. Understanding Audio Primes vs Video Primes
The report introduces two audience groups: Audio Primes and Video Primes.
- Audio Primes: These listeners consume more than 75% of their podcasts as audio-only.
- Video Primes: These viewers consume 75% or more of their podcasts through video.
Interestingly, these groups share a similar demographic profile. There’s no significant difference in age or gender, challenging the assumption that younger audiences dominate video podcasting. Where they differ, however, is in behaviour and consumption:
- Video Primes are heavier users, with 33% clocking 9+ hours of weekly podcast content compared to 19% of Audio Primes.
- Video Primes consume a broader range of genres, with Comedy and Sports topping the list.
3. Discovery and YouTube’s Role
When it comes to finding new content, YouTube reigns supreme. Two-thirds of Video Primes discovered their latest favourite podcast via YouTube, and Audio Primes also reported YouTube as a major discovery channel. This finding underscores the platform’s pivotal role in expanding podcast audiences.
However, it’s not just about video. The study suggests that YouTube’s interface, searchability, and algorithm make it a go-to for podcast discovery—whether users ultimately consume content in audio or video form.
4. Ease of Discovery Drives Video’s Growth
Video Primes report an easier time discovering new podcasts, with 41% describing the process as “very easy,” compared to 31% of Audio Primes. This advantage might explain why Video Primes are consuming more and diversifying their interests across genres.
Platforms that prioritise intuitive discovery mechanisms—not just video functionality—will have the edge in capturing new listeners. The ease of discovery, coupled with the popularity of platforms like YouTube, is a critical factor in video’s rise.
5. Consumption Trends: Genres and Viewing Platforms
Video Primes gravitate towards genres like Comedy, Sports, and Celebrity Interviews, while Audio Primes lean into News and True Crime. Both groups, however, demonstrate significant overlap in their interests, reflecting podcasting’s versatility.
As for platforms, Video Primes are more engaged with video-centric media like TikTok and YouTube, while Audio Primes spend slightly more time on music streaming services. Yet, both groups show a shared reliance on YouTube for podcasting content.
6. The Future of Podcasting: What This Means
The findings highlight the growing importance of video in podcasting—but not at the expense of audio. Instead, video acts as a complementary force, expanding reach and deepening engagement. For creators and brands, this means:
- Embracing Multiformat Approaches: Offering both audio and video versions can capture diverse audience preferences.
- Leveraging YouTube: Whether you’re producing audio or video podcasts, optimising your presence on YouTube can significantly enhance discoverability.
- Prioritising Discovery: Simplifying the process of finding new content, through both platform design and promotional strategies, is key to retaining and growing your audience.
Final Thoughts
Podcasting is evolving, but its core strength—audio storytelling—remains. Video, far from being a rival, is enriching the medium by making it more accessible and visible to broader audiences. Creators who balance these elements and adapt to emerging trends will be well-placed to thrive in this dynamic landscape. Whether you’re an Audio Prime or a Video Prime, there’s never been a more exciting time to be part of the podcasting world.
At Auddy, we believe that every company has a story to tell. Let us help you bring your brand’s voice to life, creating meaningful connections within and beyond your workplace.
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