A clear rise in video for podcasting

Podcast creators could initiate a program for various reasons, such as enthusiasm, reaching out to audiences, or seeking personal growth. 

However, there comes a time when podcasters shift their focus towards making money from their productions.

In order for podcasters to make money, they need to locate an appropriate platform through which to distribute their show. 

If the distribution is inadequate, generating revenue becomes challenging, and this is why most podcasts typically don’t earn any money.

2022 witnessed the rise of numerous prospective platforms for disseminating podcasts. Makers employed audiograms, TikTok, Instagram Reels, YouTube shorts, and additional methods to promote their programs in fresh regions for novel listeners. Do these channels share any similarities?

Visuals and videos are now a crucial aspect of all podcasts. The methods we use to market podcasts have transformed and have become more visually engaging than ever before. 

Video has been incorporated into podcasting as a standard format since the 2000s, but its functionality has often been challenging to implement. 

Things have been altered significantly ever since the outbreak of COVID-19 led to a situation where businesses and content creators had to work from home to record their work.

The trend of people working remotely from their homes is increasing. The demand for just audio communication has decreased as people no longer need to do multiple tasks while traveling.

The availability of platforms such as YouTube and Spotify has made it not only feasible but also anticipated to publish video podcasts. 

Additionally, platforms like TikTok, Instagram Reels, and YouTube Shorts provide shorter clips to aid viewers in transitioning into podcasts.

Short-form video platforms are being utilized by many popular shows worldwide to attract new viewers. 

This approach is applicable to a wide range of industries and themes, including comedy podcasts and B2B programming. Utilizing video is seen as a practical means of increasing exposure on creator channels.

TikTok has made the distribution process more efficient using short-form media channels, while YouTube’s new updates have led to the growing consumption of long-form podcasts as videos.

Many people now use a combination of short-form and long-form publishing to create a loyal following.

It’s important to keep an eye on the upcoming trend of video podcasting, which is expected to have a significant impact in 2023 and beyond. According to several studies, there has been a surge in its popularity with a growth rate of up to 25% in recent times.

To gain a better understanding of this trend, we need to further explore the insights related to the creators, listeners, and platforms involved in podcasting.

A preferable medium for all?

Viewed from either the perspective of a content creator or a viewer, video content undoubtedly receives greater levels of attention.

38 million YouTube channels are currently active, while only about 2.4 million podcasts are functioning worldwide. 

The majority of content producers, both individuals and businesses, prefer to use video as their primary method of communication rather than audio alone. 

Additionally, it seems that audiences share this preference as well. Every day, a remarkable number of 5 billion videos are viewed solely on YouTube.

It can be recognized that podcasts have impressive statistics, but the real potential can be found in integrating these aspects together into a comprehensive plan.

The statistics indicate that video is a favored medium, but why? To understand this, we can remember the advantages of video podcasting that we discussed earlier.

  • Video adds SEO value
  • Video gives richer context
  • Video’s optimized for shares
  • Video drives higher engagement
  • Video helps you reach more people
  • Video makes content more personal
  • Video produces higher discoverability
  • creation, which can be short, targeted pieces of content that are easily digestible for viewers. 
  • With the rise of social media platforms and mobile devices, microcontent has become increasingly popular as it allows for quick consumption on-the-go. 
  • Video is particularly well-suited to microcontent creation, as it can convey messages in a visually engaging and concise way. By creating microcontent videos, businesses and individuals can increase their reach and engage with audiences in a more effective manner.
  •  Having videos in your content offers more chances to generate revenue. By incorporating ads within your videos or featuring products for payment, you can earn additional income. 
  • As videos are more captivating than text and images, they may attract a larger viewership and entice advertisers to partner with you. 
  • Additionally, if your social media presence is robust, promoting goods or services through affiliate marketing via videos could increase commission rates. 
  • In general, including videos in your overall content approach may raise the prospect of earning more money.

Benefits to creators

This is the exciting part. For companies who are new to podcasting or those who want to enhance their existing approach, this is a fortunate opportunity.

Video is going to revolutionize the way in which you can connect with new viewers, expand your program’s reach, and increase your profitability.

Using video podcasting as a medium, brands can expect an increase in various aspects.

  • Enhanced visibility via search engine optimization and platform-based searches.
  • Higher retention on episodes
  • Increase in new subscribers
  • Improvement in micro content creation
  • Higher brand affinity and trust
  • Increased shares of episodes and clips

Benefits to platforms

At this point, it’s evident that platforms such as YouTube, TikTok and Spotify will benefit from an increase in video content.

All of these channels are seeing a chance to gain a larger share of the podcasting market over time. If video podcasting becomes the main way of creating podcasts, we will examine each channel briefly and see what benefits they stand to gain from it.


Benefits from video podcasting because:

  • It generates a brand new kind of video producer within their system.
  • The likelihood of longer video views is enhanced.
  • It adds longer-form content to the mix


Benefits from video podcasting because:

  • Their platform now boasts a whole new category of creators.
  • before, like a slideshow feature for images and a nested commenting system that makes conversing with others easier than ever. The new formats provide users with even more ways to express themselves and interact with their followers on the platform.
  • It appeals to those who create, seeking to improve their distribution and opportunities for growth.


Benefits from video podcasting because:

  • This makes them the first to incorporate video into a podcasting application.
  • To other platforms such as Spotify, Google Podcasts, or Pocket Casts. The reason for this is because these platforms offer better quality sound and more advanced features, such as the ability to speed up or slow down the podcast playback. 
  • Additionally, some exclusive podcasts may only be available on certain platforms, so listeners may want to switch in order to access their favorite shows.
  • It introduces a completely novel category of content producer on their platform.

It is evident that there are noticeable patterns on those platforms. The channels are excited about the rise in the amount of time people spend watching videos and the loyalty of viewers towards creators.

Apple and Google Podcasts may have to adopt a similar approach and introduce better methods for showcasing video content in order to keep up with this trend.

Benefits to audiences

Video can be a huge benefit for brands with new podcast viewers and listeners. 64% of those who are new to podcasts prefer to have video playing in the background (31%) or watch it actively (33%). I’m sorry but there is no paragraph attached to this prompt. Please provide more information or a specific paragraph to paraphrase.

The remaining 36% opt for only audio. This is advantageous for content creators who prioritize video. Additionally, this suggests that the future development of podcasts will largely depend on the preferences of younger generations.

The end users are the ones who will ultimately receive all the advantages. The audience, whether they watch or listen, will have the freedom to enjoy podcasts in whatever format suits them best, tailored to their individual preferences. 

No longer will consumers be limited to using only the predetermined options provided by brands; they will have complete control over when, where, and how they choose to access and engage with podcast content. They have a desire to gather fresh knowledge at the place of their choosing.