Nadjya Ghausi, CMO of Descript. I'm working on making audio and video-based creation and editing easier for everyone.
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In recent years, a boom in the podcasting industry has fundamentally shifted the trajectory of media consumption: More American consumers are listening to podcasts than ever before. According to Statista (paywall), the number of U.S. podcast listeners will reach 164 million in 2024, up from 75 million in 2018. We’re seeing major players emerge in the industry—YouTube, Spotify, LinkedIn and even, for marketers and business leaders, HubSpot.
As with any burgeoning industry, podcasting is evolving. I’ve seen many predict that video podcasting will be the next big thing. But some audiophiles are adamant that the shift to video will ruin everything by diminishing the craft of sound design and the art of audio storytelling.
What’s the truth? I think we’ll land somewhere in between. Video will likely become a common medium for consuming podcasts. But audio storytelling probably isn’t going anywhere.
Why is this shift happening?
A recent report from Cumulus Media and Signal Hill Insights found that of podcast newcomers, 31% prefer playing them as videos in the background and 33% prefer actively watching video podcasts. The report also found that weekly podcast listeners use YouTube most often for podcast consumption, compared to 23.8% who use Spotify most and 16% who use Apple Podcasts most.
Introducing video into the traditional audio-first podcast format allows creators to utilize a more robust bank of content while unlocking a different subset of viewers. That’s because consumers don’t only want to listen—many want to watch. We’re already seeing popular shows, such as Tiny Meat Gang and The H3 Podcast, flock to video-based podcasting. Other established podcasts may choose to go back and make video versions of their podcast libraries.
Is video changing the game?
Yes, for some. Video can serve as a supplement to many audio-only podcasts. Some creators will likely remain audio-first. Narrative, nonfiction and audio fiction are examples of genres where sound design truly enhances the listening experience. It’s a different type of art form.
Think about audiobooks as another example. They captured the world by storm by offering another way to absorb narratives and information without reading, and nowadays, it’s valid to assume the majority of books are available in audiobook form. But when it comes to graphic novels and comic books, people don’t generally expect to see them in audio form. That’s because they’re not created for that medium.
Creators can also explore using different video formats, in particular short-form videos, as discovery and audience-building tools. With the ultimate goal of driving listeners to their full-length, audio-only podcast, creators can share quick, digestible video clips on various social media platforms to reach a broad audience and further promote their content. In other words, they can use video and audio together but for very different purposes.
The unique part about video podcasting is that, in my experience, consumers’ expectations are different compared to other mediums. As podcasts are audio-driven, the supplemental video needs to bring the kinds of visuals that are additive to the experience. They should be more along the lines of captions and a split screen with the presenters. Viewers know the episode will likely only consist of the host or hosts speaking into a microphone. That means that they can leverage multi-cam shots, facial expressions and organic reactions from the hosts, and ultimately experiment with ways to help viewers experience the conversation as if they’re in the room.
What does it mean for the future?
Podcasting is fundamentally its own art form. Whether a podcast is video-driven, audio-driven or both, podcasts should be considered their own media category—they’re not simply a medium to publish an “interview,” as critics sometimes say.
With that, there is no “right” or “wrong” way to approach the podcasting format. Creators should consider how their audiences consume content. And when they’re adding a video podcast to their portfolio, they should consider whether the viewers are passively or actively watching and match the right kinds of layouts and visuals to connect them with the audio experience.
The shift to video podcasting can be incredibly powerful when it makes sense for the audience and when creators can execute it without compromising their vision. This will be the case for some, but not for everyone. All in all, the best formula is a personal one.
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