Podcast videos Format blurring expands podcasts’ future
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20,000 foot view: Podcasts are breaking out of traditional audio and entering the video space, as nearly a quarter of consumers now watch podcast videos monthly. Visual elements for podcasts are becoming a crucial tool to reach new audiences and engage current listeners. Rather than isolating audiences on streaming platforms, podcast content is now accessible on a variety of platforms in a more mainstream medium, creating new avenues for the format to grow.
Key insights
- As of watch podcast videos monthly, the is close to breaking out the niche
- Audio consumers already adopting the format, as podcast WAUs and audiobook WAUs podcast videos monthly
- Low podcast are more likely to watch videos monthly than high podcast suggesting that the format may more popular among casual audio
- Podcast video are more attentive to audio video advertisements than the average pay attention to audio ads to video ads
- Podcast video top podcast genre is comedy, by news, music, sports, and crime
- Podcast video over-index for music behaviours, like to full albums suggesting an for music-related video podcasts
- Spotify is top podcast platform among podcast viewers, although YouTube follows close
- Podcast video are active on social media: YouTube WAUs, Facebook WAUs, Instagram and TikTok WAUs of podcast video viewers are Netflix WAUs, more than any other video streaming service, reflecting an opportunity for the streamer
Companies and brands mentioned in this report: Alex Cooper, Amazon, Amazon Prime Video, Anchor, Apple, Apple Podcasts, Apple TV+, ByteDance, Disctopia, Emma Chamberlain, Futuro Studios, George Clarke, Google, Grace Keeling, Harry Styles, HBO Max, iHeart, Instagram, Jennifer Lopez, Joe Rogan, Max Balegde, Motion Agency, Netflix, Riverside.fm, Spotify, TikTok, YouTube, Zane Lowe