The Future. Video podcasts are blowing up in popularity among Gen Zers, especially on YouTube. That’s forced creators of what’s typically been a cheaper-to-produce form of media to spend more getting camera-ready. But with the ability to charge more for advertising — and YouTube potentially showing more ads — the podcasting industry may soon see supercharged revenue growth.
Audio for your eyesYouTube is revolutionizing podcasts… by popularizing vodcasts (video podcasts).
Edison Researchfound that 16 of the top 30 podcasts last year offered their shows as videos — up from only seven of the top 30 in 2021.
Many new, high-profile shows, like Power User and What Now? with Trevor Noah, debuted video versions of their podcasts right from the get-go.
That shift happened as YouTube became the top place for podcast consumption, per NYT, with the platform now holding 28% of the market share.
And YouTube is making sure it keeps the crown, rolling out a ton of new features that help creators share podcasts and listeners discover new shows.
Long-running interview podcasts like The Joe Rogan Experience and Conan O’Brien Needs a Friend have been racking up millions of views with video podcasts for years. Joe Rogan even went non-exclusive with Spotify, presumably because his YouTube viewership is so high.
A part of that popularity, as many creators are now discovering, is that audiences like to see people’s body language during interviews. Sometimes, it’s the awkward shift before answering a question that’s the most interesting.
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