Are You Making a Podcast Without Video? You’re Missing Out on Viewers

A recent study shows that 42% of adults in the USA prefer podcasts with video. Compared to 32% at the end of 2022, this represents a significant increase, and this trend is visible across all generations. Listeners cite better ability to focus (89%) and the opportunity to see participants’ facial expressions (87%) as the main reasons for their preference. Platforms like YouTube are benefiting from this – they’ve managed to achieve first place as the most popular platform for podcasts. With 36% of listeners, they significantly outperform Spotify (23%) and Apple Podcasts (13%).

The numbers confirm that if you haven’t had video content as part of your marketing strategy until now, it’s time to change that. Video podcasts offer two-layered engagement—combining the intimacy of sound with the visual appeal of video, ensuring trust-building and better connection with the audience.

Why is this important for e-commerce?

    1. Increased visibility through social media 

Video clips from podcasts are flooding social networks, with 45% of adults reporting seeing such clips online. These excerpts are often more engaging than regular posts, making them a powerful tool for increasing brand visibility. For e-commerce firms, this presents opportunities to:

• Share product stories
• Create educational content or tutorials
• Highlight customer reviews

    2. Podcasts as a home companion

Most listeners consume podcasts at home and use them as an “entertainment companion”, similar to television in the past. This fits perfectly into e-commerce strategies focusing on audiences in a relaxed and undisturbed environment. This increases the likelihood of them engaging with branded content.

     3. Reach younger generations

Generation Z and millennials – two groups currently dominating e-commerce spending – are particularly drawn to video podcasts. This also brings the opportunity to use captions and descriptions, which are truly popular among Gen Z (73%).

Which podcast topics are trending?

Content currently dominating the podcast world includes news (76%) and investigative journalism (72%). Younger generations also seek educational and informational topics. Interest in podcasts with content in these areas offers an opportunity for brands and media to create multimedia formats that not only inform but also reach new audiences through an innovative approach.

How to use video podcasts in e-commerce?

• Provide value to listeners

Build your podcast on bringing interesting content about your products or bet on expertise in your industry. Alternatively, try introducing your team members or influencers.

• Use clips on social networks

From the data above, it’s clear that video will help “humanise” your brand. Moreover, you can easily share snippets on other platforms like TikTok, Instagram and YouTube Shorts. This will increase your visibility and engagement chances.

• Strategic ad placement

Consider collaborating with creators who reach similar audiences. Brands can target podcasts relevant to their segment and promote products without direct comparison. Advertising can also be in a more native format – for example, brand mentions, exclusive discounts for listeners, or episode sponsorships that build trust and increase sales.

• Get involved in live podcast events

Research from Morning Consult revealed that 41% of adult listeners in the USA are interested in being part of live podcast recordings. Organising live recordings can be a unique way for brands to build community and loyalty.

The rise of video podcasts shows how consumers consume media. This format combines entertainment with personal interest and is a great way to engage followers more.

By investing in video content, brands can position themselves at the forefront of customer communication.