To video podcast or not to video podcast.

That’s been the question consuming many brands and creators alike.

With headlines like these, it’s no surprise that many brands feel as though video is no longer optional. 

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But that’s not the full story. 

Whether video is the right move for your branded podcast depends entirely on your goals, the type of content you create, your audience’s consumption preferences, and the resources you have available. 

To help decide if adding video to your brand’s podcast is worth it, dive into the article below where we cover:

• The pros of video
• Things to consider before jumping on the bandwagon
• What you need to know about YouTube Podcasts and Spotify for Creators
• Our two cents on the video dilemma

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The case for video in branded podcasts

So, what sparked the recent push toward video when it comes to your podcast? While there are a lot of reported benefits to setting up the camera, here are the top three we’ve observed:

Content diversification

As I’m sure you’ve gathered: content repurposing is a key part of any successful podcast marketing strategy. 

Instead of being limited to audio and written content, adding video to your branded podcast opens the door to Instagram Reels, YouTube Shorts, TikTok, and more. 

Taking a look at the numbers, we can see that video is the top-performing content across the board:

• Tweets with video have 10x more engagement compared to text-only tweets 
• 62% of people watch videos under 60 seconds all the way through 
• Consumers remember 95% of the messages from video clips compared to just 10% from text posts

Plus, posting short video highlights from your episodes across social media attracts viewers who may not initially seek out podcast content, ultimately driving them to Spotify or YouTube Podcasts for the full episode.

Reach younger demographics

Since video podcasts have entered the audio arena, we’ve seen a subset of listeners – particularly Gen Z – who prefer watching over listening. 

Here’s what’s been observed:

• 49% of Gen Z monthly podcast listeners say video provides a better understanding of context and tone through facial expressions and gestures
• 45% of listeners feel more connected to podcasters through video
• 84% of Gen Z monthly podcast listeners consume podcasts with a video component

On top of younger demographics, video podcasts are also the top choice for new listeners. A recent study found that 65% of listeners who consume podcasts on YouTube are doing so for the first time. 

Increased discoverability 

Let’s take a step back and look at the current video podcast opportunity.

Podcasting reaches 89 million American listeners each week. Compared to ~197 million YouTube users in the U.S. with 62% of them watching YouTube videos every day. This presents a massive opportunity to increase your series’ discoverability and visibility.

Put another way: YouTube Podcasts has a user base 5x the size of traditional podcast listening apps. The site has already been ranked the top platform for consumption at 34% despite only being on the podcast scene for less than two years. 

Plus, Spotify is making moves toward video with a 70% increase in video content on the app in the past year alone and rebranding “Spotify for Podcasters” to “Spotify for Creators” to make the interface and their offerings more video-centric – but we’ll come back to that. 

With all this in mind, video offers a unique opportunity to reach new audiences and boost discoverability on two of the largest podcast directories. 

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Things to consider before adding video to your branded podcast

And, of course, the grass isn’t always greener.

Here are some reasons why over half of podcasts aren’t jumping on the video bandwagon just yet. 

It’s a lot more than setting up a camera

A lot of folks are under the misconception that adding video to their podcast workflow is as easy as finding good lighting and setting up a camera. 

Unfortunately, creating a video podcast that performs takes a bit more than that. 

Sure, there are plenty of video podcasting tools that make the process simpler, but just like having a good microphone doesn’t guarantee high-quality sound, having the right video software doesn’t automatically make your podcast look professional. 

Factors like a branded backdrop, feeling comfortable in front of the camera, and professional editing are all key — and for some creators, these elements are just too time-consuming or costly.

The gender divide 

As video becomes a bigger part of podcasting, it’s raising questions about how this will impact who gets ahead in the space.

The shift to visual content brings new (but also age-old) challenges for women, from the need to always be "camera-ready" to the added scrutiny women face in comparison to their male counterparts.

Nicholas Quah speaks to anonymous female podcasters firsthand in his thoughtful piece in Vulture. One woman shared, “We are used to men looking as they semi-sort of actually do on video. We are not used to this for women. Anytime you are asking a woman to get on-camera, it is a true ask: Either they have to do all the work to get camera ready — or take the risk of not being camera ready.”

Another woman said: “It’s a lot easier to be a podcast-bro figurehead, with all the aesthetic casual-ness implicit in that, than whatever the female equivalent might be; the fact that the equivalent might be someone like Alex Cooper speaks to exactly what I’m talking about!”

Podcasts will always be audio-first

While video podcasting is often hailed as the "next big thing," it’s important to remember that audio and video each bring something unique to the table, and – even if the big guys are telling you otherwise – adding video is entirely optional.

And, if you’re not convinced, here are a few reasons to remind you why audio is unique:

• Convenience: Unlike video, audio lets listeners tune in anytime, anywhere. 71% of people say they tune into podcasts because they can multitask. With this in mind, it’s no surprise that 79% of listeners prefer tuning in on their phones, making podcasts the perfect companion for an on-the-go lifestyle.
• Emotional impact: When compared to video, studies show that listening can trigger stronger, more visceral responses in listeners, creating a deeper connection and improving memory retention.
• Prolonged engagement: Videos under two minutes have the highest engagement compared to 41 minutes for podcasts. This provides more time to form a connection and deep dive into your topic. 

So if you’re worried about getting left behind, take some comfort in the words of Sharon Taylor: “Podcasts are not going to become a "video-first medium". A video-first medium has been around for a long time and has a name - it's called video.”

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What the platforms have to say

Now, if you’ve been keeping up with podcast news, you won’t be surprised to hear that YouTube Podcasts and Spotify for Creators have been setting the expectation that video is no longer optional. 

While video is (and always will be) entirely optional for your podcast, here are some data points and updates from YouTube and Spotify are important for podcasters to know.

YouTube’s video podcasting crown

Emerging after the sunset of Google Podcasts in early 2024, YouTube Podcasts has a firm grasp on the video podcast market. Here are the numbers from a recent Signal Hill and Cumulus Podcast Network report:

• YouTube is the most used podcast platform for consumption at 34%
• YouTube is used most among podcast newcomers (started listening this year), podcast pioneers (4+ years of listening), and heavy podcast consumers (6+ hours in the last week)
• Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features.

With these numbers in mind, we highly recommend making your podcast available on YouTube – whether you opt to produce video or not. 

Most hosting platforms will upload your audio podcast to YouTube via an RSS feed with your cover art as the visual. This is a quick and easy way to ensure you’re capitalizing on YouTube’s expansive reach and audience engagement features.

Spotify’s push to the throne 

In response to YouTube Podcasts’ success, last June, Spotify rolled out video for all podcasts on its platform – regardless of whether you’re hosting with them. 

Fast forward to today, the platform has 250k video podcasts – up from 100k last year – and the company is making 7-figure deals to bring more video creators to the app. Plus, just recently, Spotify changed “Spotify for Podcasters” to “Spotify for Creators” to be more inclusive of video content.

To learn more about what Spotify for Creators means for you, we suggest checking out CoHost’s full rundown, but here’s the TL;DR:

• Video podcast integration: Spotify is making a big push into video, now allowing creators to upload video podcasts directly. These videos won’t rely on traditional RSS feeds — instead, they’ll be hosted and cached within Spotify’s platform.
• Ad-free video for premium users: Spotify Premium subscribers will get an uninterrupted viewing experience, while free users will still see ads. That said, creators are likely to have less control over dynamic ad insertions and programmatic advertising.
• Monetization and analytics hurdles: Video creators will lose access to key data points like IAB-certified downloads, prefix analytics, and dynamic ad tracking. Plus, it’s unclear how revenue from Premium subscribers will compare to traditional ad-supported models.

Like YouTube, whether you opt to upload video versions of your podcast to Spotify is entirely up to you, but we do suggest having an audio version of your branded podcast available on the platform – even with the Podcasters to Creator rebrand. 

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To video podcast? Or not to video podcast?

We suggest all brands ask themselves this question before jumping on the video bandwagon: “Is the additional time, resources, and expense worth the potential reward?”

For some, it’s a no-brainer. They’re trying to reach a young audience that consumes podcasts largely via short clips on TikTok or Reels. The majority of their audience prefers seeing the hosts and guests interact on camera or the company already has an in-house video production team that makes the process seamless.

For others, that’s not the case. They don’t have the video team, expertise, or desire/time to learn. Their audience tunes in when commuting, working out, or doing housework. They see most engagement via audiograms and newsletters – not TikToks and Reels.

To keep up with the video podcast curve and harness more podcast tips, subscribe to The Branded Podcaster.