Enthusiasm for video podcasts is gaining momentum, US research reports. — AFP Relaxnews
Once an audio-only format, podcasts are undergoing a major transformation with the rise of video podcasts. According to a recent study conducted by Sounds Profitable in partnership with Signal Hill Insights, Americans who enjoy podcasts in video format tend to be bigger consumers of podcasting.
This trend is reshaping the media landscape and opening up new prospects for content creators.
While 14% of podcast consumers watch between 75% and 100% of their podcasts as video, 22% watch between 25% and 49%, and 17% consume between 50% and 74% of their podcasts in this format. The study, carried out in June 2024 by Sounds Profitable, surveying 5,071 Americans over the age of 18, shows a growing enthusiasm for this hybrid format.
Contrary to expectations, "Video Primes” (those who consume more than 75% of their podcasts as video) and "Audio Primes” (those who consume more than 75% of their podcasts only as audio) present very similar demographic profiles. So it would be wrong to differentiate these two groups solely on the basis of age or gender.
The two categories are evenly balanced, with a slight male predominance (59% for audio vs. 60% for video) and significant representation of women (41% and 39%).
What really distinguishes Video Primes from Audio Primes is the amount of podcast content they consume. While 19% of Audio Primes fall into the category of the most assiduous users (9 hours or more of podcasts per week), this percentage rises to 33% among Video Primes. Although fewer in number, Video Primes have a considerable impact in terms of consumption, and span a wide variety of genres.
YouTube is a key player
The discovery of new podcasts is a crucial factor in understanding this trend. Two-thirds of Video Primes discovered their latest podcast via YouTube, and a higher proportion of Video Primes than Audio Primes found a new podcast to listen to, or rather watch, in the last month. Even Audio Primes, although they prefer listening, acknowledge that YouTube played a decisive role in discovering their latest podcast.
Ease of discovery is another key element. Video Primes are far more likely to say it was "very easy” to find their latest podcast. This ease of access, combined with the popularity of platforms like YouTube, is contributing to the rise of video podcasts.
The most popular genres among Video Primes include comedy (45%), sport (45%), news (38%) and political discussions (38%). Audio Primes, meanwhile, favour comedy (39%), news (32%) and sports (31%). This diversity of genres shows that video podcasts attract a wide and varied audience.
While audio remains the dominant format for podcasts, video is gaining ground, offering new opportunities for creators and consumers alike. This evolution could well redefine the future of podcasting, combining the best of both worlds: the intimacy of audio and the visual engagement of video.
Recently, Morning Consult's latest study showed that 42% of Americans prefer video podcasts. – AFP Relaxnews
