RISJ Report: Video Is Expanding the Podcasting Audience, Not Replacing It

Why It Matters

Video podcasting unlocks new audience segments and creates cross‑format engagement, forcing news organizations to rethink production and monetisation strategies. This shift reshapes the competitive landscape for digital news and advertising dollars.

Key Takeaways

• 26% of U.S. adults both watch and listen to podcasts weekly
• Video podcasts grow audience without cannibalizing audio listeners
• Major outlets add video to personality‑driven shows, keep narrative series audio‑first
• Spotify, YouTube, Apple invest in video podcasting, easing cross‑format discovery
• Newsrooms revamp workflows for multi‑modal content and hybrid revenue streams

Pulse Analysis

The rise of video podcasting reflects a broader consumer appetite for flexible, multimodal news consumption. While audio remains the default for commuting or multitasking, the visual component offers deeper engagement when listeners have the time to watch. The Reuters Institute data shows that 26% of Americans now regularly consume both formats, a figure that dwarfs the 13% who listen‑only and the 6% who watch‑only. This convergence is propelled by platform ecosystems that surface video episodes alongside audio, blurring the line between traditional podcasts and streaming video shows.

Publishers are responding with strategic format choices. Outlets such as The New York Times and The Guardian are layering video onto shows anchored by strong hosts or conversational tones, preserving the intimacy of narrative‑driven series in audio form. Meanwhile, European players like Die Zeit experiment with short video clips for discovery without overhauling entire portfolios. Internally, newsrooms are breaking down silos: audio engineers, video producers and social teams now collaborate on full‑episode recordings, bite‑size clips and accompanying articles, accelerating content pipelines and expanding distribution channels.

Monetisation is evolving alongside production. Advertising remains dominant, but video opens doors to higher CPMs, branded integrations and sponsorships that leverage visual storytelling. Several publishers are piloting hybrid models that combine ad‑supported episodes with paid live events, merchandise drops and premium bonus content. As the ecosystem matures, organizations that can fluidly switch between audio and video while maintaining editorial quality will capture the most valuable audience segments and secure diversified revenue streams.