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Video Podcasting: Why it’s not just a talk show

Video podcasting

Is a video where someone speaks into a microphone considered a podcast? On Youtube, there are endless recordings of podcasters recording episodes of their shows - think of a hidden camera in the corner of a radio studio - but that doesn’t necessarily make it a video podcast.

A one billion dollar question

In 2022, YouTube announced its intention to position itself strategically in the podcasting world by creating a dedicated page for the growing medium on its platform. Research conducted by The Morning Consult (1) revealed that even without this move, most podcasts were already being listened to on YouTube: one in three respondents stated that YouTube is their favorite place to listen to podcasts. Is this a fortunate coincidence? Because in the past, YouTube did little to promote podcasts… until Spotify started to pose a threat. 

In mid-2020, the Swedish company embarked on an ambitious effort to catch up. This included acquiring The Joe Rogan Experience, a long-running video podcast that had been available on YouTube for years. Reportedly, Spotify paid a whopping $200 million for this acquisition. (2) Since then, they have gradually transformed a lot of their original podcasts into video podcasts. All of this was done to regain market share from YouTube. With success, because after spending over $1 billion dollar on exclusive contracts, Spotify has achieved a 300% profit in comparison to 2020. (3)

While most data about podcasts is focused on the United States, where almost 40% of the population listens to podcasts, Europe is not far behind. With 25% of the people embracing the medium. (4)

Video and viral moments 

But what exactly is video podcasting if it’s not simply pointing a camera at the person behind the microphone? The uniqueness of video podcasting lies in the different expectations of the consumer. Since podcasts are inherently audio-based, the video should contribute to the overall experience. Viewers are already aware that the episode consists of two people speaking into a microphone. So features such as subtitles, a split screen, multiple camera shots, facial expressions and spontaneous reactions from the host, are the key to make the viewer feel like they are part of the conversation.

The Morning Consult also reveals that 32% of Americans prefer video podcasts, compared to 26% who prefer audio only. The main reason for this inclination is that people want to see the facial expressions of the presenters and their guests (51%) or because video helps them concentrate better on the podcast. Users between the ages of 18 and 34 are particularly attracted to video podcasts, with 57% of the group expressing a preference for podcasts with video. 

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In addition to the content itself, the visual aspect of a podcast is becoming increasingly important in its marketing. Because the material can also be used for promotion on Instagram and TikTok. If a clip goes viral, like Call Her Daddy’s (also a Spotify Exclusive) Unkat Jahms, it can attract more people to the platform and the podcast. 

Looking for a connection  

Spotify recently introduced a new homepage with full-screen video options that strongly resemble those of TikTok and Instagram. In the press release, Spotify emphasizes once again that it wants to offer its users the opportunity to establish a deeper connection with the content they provide. (5)

YouTube is currently also trying to rebrand itself as a one-stop shop where users can consume all their media in one place. However, the platform remains vague with the information they communicate to the outside world. Besides that, YouTube Music, where the podcasts are part of, is not yet available in Europe. We do already know that in the future the viewers will be able to close the app and still listen to the audio in the background. (6) Previously, this option was only available to subscribers. 

Podcasts

 

Producing a video podcast doesn’t necessarily require a large technical setup. Often, a simple set, professional lighting and basic editing skills are sufficient. The most important thing is for the listener to establish a deeper connection with the person behind the voice. For example: Emma Chamberlain, one of the most popular Gen Z influencers, records her Spotify-exclusive podcast from her bed, which is something that fits her brand.

Emma Chamberlain

 

The power of the platform 

Despite the immense popularity of video podcasts, most of them can only be found on YouTube or Spotify. Podimo, a Danish company that owns the successful Dutch media platform Dag en Nacht (Day and Night) provides a local alternative to the international players. Behind a paywall, they offer access to a wide range of (video) podcasts and audiobooks. However, Podimo is more of an exception to the rule when it comes to incorporating video within their platform. 

An interesting trend that is increasingly emerging is the appearance of audio-only podcasts on platforms like Spotify and Apple Podcasts, with their videos being posted on YouTube to gain greater visibility and generate additional income through advertisements. Some Flemish examples of this approach are De stem van assisen, Welcome to The AA and Onbespreekbaar. 

In conclusion

Multiple sources agree that it is worth incorporating videos into a podcast strategy. Because podcasts still have a significant growth potential, and the competition between YouTube and Spotify will ensure that consumers have even more options in terms of content in the near future. On the one hand, video enhances community engagement, and on the other hand, it helps reach a broader audience. Moreover, creating video content is the most effective way to make the content shareable.

Podcasts can be created with an infinite amount of passion and craftsmanship, but that doesn’t necessarily mean that consumers will find their way to these podcasts. Therefore, there is still a lot of ground left to uncover for public and private media companies. This can be achieved by investing in video podcasts within the platform or consistently posting a video version of each podcast episode on YouTube. 

Adding video can lead to increased engagement, a larger audience and a higher chance of viral content. With the right setup and a touch of creativity, video podcasts can make viewers feel like they are present during the recordings, thereby fostering a deeper connection between podcast hosts and their audience. 

Additional viewing

Call Her Daddy - An Abortion Story - turning a video podcast into a documentary 

Trash Taste - use of video editing tools 

Higher Learning - same setup as a radio broadcast, but with different camera perspective and minimal editing

Canapé Six Places  - the production is more high end, but still feels intimate (FR)

Anything goes with Emma Chamberlain - minimal effort put in the video, but very on brand for the podcaster. 

The H3 Podcast - very high production value aimed at the target audience, adopting more of an in-studio format

The Sarah Fraser Show - former radio host who grew her downloads from 10k to 35k in 2 months by switching to to video 

 

Article written by Anne Vanoppen

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