Visionary audio Unlocking the power of video in podcasting

Rutger Rosenborg

November 2024

YouTube may be the only viable platform for long-form video podcasts, but that does not mean audio-first podcast platforms should abandon video. Instead, podcast platforms should leverage video both as a podcast format and as a marketing driver to increase podcast discovery and consumption. To do so, audio platforms must recognise and improve the features that amplify the power of video — namely, algorithmic recommendations and video creator tools.

Key data and insights in this report:

Monthly podcast listeners top podcast platforms, including YouTube, Spotify, Amazon Music, Apple Podcasts, and Audible, Q3 2024
User behaviour for YouTube podcast listeners, Q3 2024, and comparison to 2023
Podcast consumption preferences for podcast app users, (e.g., watching full videos of podcasts, listening to podcasts without watching) Q3 2024
Podcast discovery channels for monthly podcast listeners, Q3 2024
Tool and format preferences for creators of videos to post on social media, Q3 2024

This report sources data from:

MIDiA Research Consumer Survey Q3 2024, fielded in US, UK, Australia, Canada, Germany, France, Netherlands, Japan, Mexico, n = 9,000

Words: 3091 Pages: 17 Infographics: 4

Companies and brands mentioned: Amazon, Amazon Music, Amazon Prime, Apple, Audible, MTV, Spotify, TikTok, and YouTube

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