In Graphic Detail: Publishers chase video podcast growth, but audio still leads

"Podcast consumers who exclusively listen to audio podcasts still make up a larger share than those who exclusively watch podcasts, according to Triton Digital's fourth annual U.S. Podcast Report. But the majority of podcast consumers both listen and watch."

"In my 20-plus years in digital media, I keep seeing [the move toward video]. I'm just not seeing it in podcasting. I know that's a provocative statement right now, because you'd be led to believe that that is happening in podcasting too, said Conal Byrne, CEO of the iHeartMedia Digital Audio Group."

"While audio may be the dominant format, audiences increasingly expect video, meaning publishers must invest in both formats without losing sight of where demand actually sits. Apple's decision to add video to its podcasts app raises the stakes for publishers balancing investment across both formats."

The podcast industry is transitioning into a video era, yet audience behavior shows audio remains the dominant consumption format. Data reveals that while some listeners exclusively consume audio and others exclusively watch, the majority of podcast consumers engage with both formats depending on context. Publishers face the challenge of balancing investment across audio and video without abandoning where actual demand exists. Apple's recent addition of video to its podcasts app intensifies competition with YouTube and Spotify. Industry leaders like iHeartMedia are adopting measured approaches to video investment, treating it primarily as a discovery and marketing tool rather than a replacement for audio content.

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