Video podcasts - statistics & facts
Since the beginning of podcasting in the early 2000s, podcasts have always been associated with an auditory experience. Unsurprisingly so, as the idea of podcasting came into being from the desire to access radio broadcasts via iPods – hence the name. The evolution and innovation of technology being the sheer origin of podcasts reflects how suited and flexible the medium is to an ever-changing media landscape. Fast-forward 20 years, and the podcasting industry is in the middle of adapting again to meet customer preferences, by exploring a new format: video podcasts.
Based on their development in recent years and audience’s continuing affinity for video content, it is safe to say that video podcasts are here to stay, and YouTube could become the player that will both shape their development but also benefit the most from it. Yet, Spotify is investing heavily into video podcast content and if their efforts turn out to be fruitful, the market could witness competition rising between both streaming giants.
Audio vs. video podcasts
Fueled by media consumptions habits that are increasingly revolving around consuming video content, both on video streaming and on social media platforms, the growing popularity of video podcasts in recent years was always likely. However, surveys on podcast consumers do not draw a clear picture of whether audio or video formats are more appreciated by the audience. Data gathered at the beginning of 2024 in the United States showed that around one in three podcast listeners did indeed prefer audio formats, whereas one in four respondents favored video podcasts. Data from the same period indicated that the preference for video formats grew across all generations in the United States from 2022 to 2024, with younger generations in particular expressing a preference for the new format.YouTube vs. Spotify
The continuously thriving consumption of video podcasts saw a new player emerge in the podcasting industry: video-streaming platform YouTube. Over the past few years, the U.S. streaming platform has gradually been establishing itself as the favorite platform to use for podcast consumption in the United States. So much so, that they dethroned Swedish streaming company Spotify. The latter, while keeping its competitors at bay in the music streaming business, saw itself under pressure to keep up in the (video) podcast business. However, this will certainly prove to be a challenge, as YouTube is not only ahead in terms of podcast discovery but also holds a commanding lead, when being associated with both watching and listening to podcasts.Based on their development in recent years and audience’s continuing affinity for video content, it is safe to say that video podcasts are here to stay, and YouTube could become the player that will both shape their development but also benefit the most from it. Yet, Spotify is investing heavily into video podcast content and if their efforts turn out to be fruitful, the market could witness competition rising between both streaming giants.
