Why People Love “Watching” Podcasts So Much (Instead of Just Listening) ?

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The podcast format was created in the 2000s for the audio format. The word is a combination of the terms iPod and broadcasting. And if it has gained popularity, it is because it is a form of entertainment that can be combined with other activities, such as the gym, walking or cooking, since you can listen to a podcast and do something else at the same time.

But today, things are different, since, as several data sources reveal, people love to “watch” podcasts, in 2024. According to a study carried out by Edison Research, YouTube is now the favorite podcast application of Americans, ahead of Spotify and Apple Podcasts. “A few years ago, YouTube might have seemed like an unlikely platform for podcasts. But as the podcasting world has evolved, many podcasters have embraced video podcasting, recording their shows in both audio and video formats,” reads the Edison Research publication.

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And recently, Google revealed that podcast viewership on YouTube’s TV app is growing. Currently, YouTube users watch 400 million hours of podcasts per month on their TVs. And it’s not just on YouTube. In November, Spotify reported that over 250 million users have watched a video podcast on the platform and that “nearly two-thirds of podcast listeners say they prefer podcasts with video”. In essence, habits have clearly changed!

What are the benefits of watching a podcast ?

The advantage of podcasts with video is that they allow, when you have the time, to have visual information, in addition to audio. In addition, even when the podcast does not include illustrations, video still allows you to have more information, thanks to facial expressions and body language.

“When someone speaks in front of a camera, we can see their facial expressions and body language. This can help create a more personal connection than audio alone. It also explains why vlogging has become a viable content format in recent years,” explains the company Riverside, which provides audio solutions for creators, in a blog post.

YouTube, for its part, suggests that video also allows podcasts to compete with TV shows. “People listen to podcasts like they listen to a late-night talk show,”, Google explains. This would also explain the success of podcasts on YouTube's TV app.

In any case, video can benefit creators, since this format, for example on YouTube, allows them to access new means of monetization.

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