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Will Video Kill the Audio Star in 2025?
“The traditional audio-only podcast format, delivered in an app, feels small and quaint.”
The Ringer, for example, is increasingly packaging its shows for the format, either as full episodes or as marketing materials over social media, as is NPR, Slate, and our parent company, Vox Media, among others; they join a growing share of podcast operations that were multimedia to begin with, like Barstool Sports.The transformation is widespread enough that the archetypal image of a podcaster — host and guest sitting in an aesthetically generic room amid several SM7B mics, hanging out and gabbing away — is now a visual trope across the internet. “Traditional search is essentially useless for audio, so discovery is happening almost entirely in social video, which means the impulse to be found is likely to be the thing that drives decision-making about show content and, ultimately, form,” said Jon Caramanica, co-host of the Popcast. Still, some respondents conceded the reality that more and more people equate podcasting with video, and specifically YouTube, with each passing day and that there exists very real opportunities to access greater reach and revenue over those mature platforms.
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