Video makes content more engaging

The number of people who listen to podcasts globally is slightly above 420 million. When this is compared to the vast number of YouTube users (which stands at 2.1 billion), it becomes apparent that there is a stronger inclination towards podcast consumption. 

Given that YouTube has almost five times more users than podcast platforms, there exists a significant potential for the growth of podcast listenership. However, the question remains: why is this so?

As a result, video can leave a longer-lasting impression on the viewer, driving better retention of the information presented. To portray using only sound.

Videos have become so popular as they give viewers a glimpse into the life of the content creator. 

Overall, using video is an effective way to create a human connection with your audience, making them feel more engaged with you and your brand. In recent years, video has emerged as a feasible format for content creation.

According to a survey, 60% of companies stated that the most significant advantage of integrating videos in their podcasting strategy is an improved connection with the audience.

Video is more conducive to advertising

Videos strike the minds of the audience. Essentially, video is an effective way to capture and maintain viewer attention while delivering a powerful message that won’t be easily forgotten. 

YouTube has significantly more listeners worldwide compared to the estimated total number of podcast listeners. The amount of revenue generated from ads on YouTube is almost 10 times higher than the revenue generated from ads on podcasts every year. 

While podcast advertising reportedly earned companies $842 million in 2021, YouTube’s advertising revenue reached as high as $8.6 billion by itself.

Despite this discrepancy, there is a strong argument in favor of podcast advertising due to their high CPM rates. In fact, podcasts can command up to $23 CPMs compared to an average YouTube CPM of only $7. 

Although videos offer greater revenue potential for companies, podcasts are more effective in terms of monetizing advertisements on a per-view or per-listen basis. There is a sufficient amount of space to operate within.

Video provides podcasts with a brand-new way to reach their audience.

The use of video presents a fresh avenue for distribution, providing the ability for others to view and listen to the production. 

This can aid in accelerating the acquisition of new viewers/listeners and offer current enthusiasts an alternative method of enjoying the program.

It is common to solely consider YouTube as an additional way to distribute content, but other platforms also provide opportunities. 

Video podcasts were introduced by Spotify on their platform earlier in the year, and video has been enabled on the RSS feed of Apple Podcasts for many years. 

Emerging outlets such as TikTok and Instagram can also be utilized. Reels and YouTube Shorts have expanded the realm of podcasting to include short video clips.