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Video Podcast Use Grows, But Survey Also Points To Potential Ceiling.

There’s more evidence of the growing appeal of video podcasts, even among audio-centric listeners. Jacobs Media’s upcoming Techsurvey shows that nearly one in three (32%) weekly podcast listeners say they “frequently” or “occasionally” watch their favorite video podcasts on YouTube. That’s up four points from last year, and it’s an increase from 2023 when one in four said they checked out video versions.

Jacobs says men are more likely to be video podcast viewers by a 34% to 29% margin, but that may be more related to the fact that the genres most popular with men, like sports, are producing video episodes, while female-heavy genres like true crime are still primarily audio-only.

The data also shows that Gen Z podcast listeners are most likely to be video podcast watchers, with each generation in front of them less inclined to embrace that option. Even so, Jacobs says nearly three in ten Baby Boomers say they “frequently” or “occasionally” watch video podcasts on YouTube.

What is going on with weekly podcast listeners beyond the 32% who “frequently” or “occasionally” watch their favorite video podcasts on YouTube? The data shows a majority 55% are lukewarm to the idea. Jacobs reports 27% of the people it surveyed say they are only “somewhat” interested. And 28% aren’t interested at all in watching a podcast. Yet the data also shows video has some room for growth as 7% label themselves as “very interested” in the option, although they have yet to make the leap.

“This is a shift that demands attention, not just in the podcasting community, but in radio broadcasting, which has been much slower to show up at this party,” Jacobs Media President Fred Jacobs says in a blog post. “But many could enhance their brands by offering audiences a new way to enjoy already popular shows.”

First published by InsideRadio. Read original here