The integration of video into podcasts is partly a response to changing media consumption habits. — AFP Relaxnews
The world of podcasts is booming, but it's not just a question of audio content. With nine-figure distribution contracts and celebrity guests, podcasts have become the media format of the moment. And much of this popular success is due to the integration of video, according to the findings of a study by Morning Consult.
From anime podcast "Trash Taste” to Alex Cooper's "Call Her Daddy,” it's now commonplace for podcasters to publish videos of their shows. And listeners are eating it up.
Today, 42% of American adults prefer to listen to podcasts with video, an increase of 10 percentage points compared to a similar survey conducted at the end of 2022, reveals Morning Consult.* A figure that is almost double that of those who prefer to listen to podcasts without video (26%), the analysts point out.
Better focus with video?
The reasons why people prefer video podcasts are varied. Among the main factors evoked, 89% of American adults cite a better ability to concentrate on the podcast content, while 87% enjoy seeing the facial expressions of hosts and guests. For 73% of Gen Z, subtitles and alt text is also a major attraction for 73% of them.
More than a third (36%) of podcast listeners identify YouTube as their preferred podcast platform, twice as many as specialised audio platforms such as Spotify (23%) and Apple Podcasts (13%). This preference for YouTube underlines the growing importance of video in the podcast landscape.
The role of social media
The majority of podcast consumers listen to them mainly at home, rather than during active times such as while commuting or exercising. Like television, podcasts are increasingly establishing themselves as a form of entertainment in their own right. An "entertainment companion” for many Americans, explain Morning Consult researchers.
The integration of video into podcasts is partly a response to changing media consumption habits. With the rise of TikTok, video has become the dominant communication format on the internet. Nearly half (45%) of American adults say they have seen excerpts from podcasts on social networks. A third even say they find these excerpts more enjoyable than other content. Social networks are also the main means by which Americans discover new podcasts (42%).
Video podcasts also present opportunities for traditional media to attract different audiences. Podcasts on current affairs (76%) and investigative journalism (72%) are among the most popular topics with podcast listeners, who are often younger. In this regard, video offers a means of reinvigorating internet users' commitment to news organisations. Which can be an interesting asset for these groups, according to the researchers.
The growing appeal of live podcasts
In addition to offering fans a video version of their podcast, hosts are now also giving fans the possibility of attending live recordings. In the US, while only 8% of American adults have ever attended such an event, 41% would like to do so in the future. This figure is even higher for Gen Z (53%) and Millennials (59%), figures that bode well for the future.
As consumer habits evolve, creators and brands need to adapt to stay relevant. The integration of video into podcasts not only demonstrates how the experience of existing listeners is evolving, it also helps podcasters attract new audiences, opening up new opportunities for traditional media and content creators alike.
*Survey conducted August 16-18, 2024 among a representative sample of 2200 US adults with an unweighted margin of error of +/-2 percentage points. Another survey was conducted from October 29 to 31, 2022 among a representative sample of 2,202 US adults, with an unweighted margin of error of +/-2 percentage points. – AFP Relaxnews
