Survey Reveals Untapped Potential of Video Podcasting

If you regularly record video or livestream your podcast, you are in the minority of podcast creators, according to a recent survey.

The results, published yesterday by The Podcast Host, a podcaster education website led by Colin Gray, shed light on the current state of podcasting gear and software usage in 2024. With over 500 respondents, the survey provides a comprehensive look at how podcasters approach their craft.

Notably, the survey highlights a significant opportunity in video and livestreaming, areas where many podcasters have yet to fully capitalize.

Video Podcasting: An Underutilized Opportunity

According to the survey, nearly half (48%) of podcasters do not record video, while 30% do, and 22% sometimes incorporate video into their shows. Interestingly, newer podcasters are more inclined to embrace video, with around 31.4% of those with less than a year of experience recording video content. This trend suggests that while video is gaining traction, a substantial portion of the podcasting community remains audio-only.

The survey also reveals the preferred tools for those who do record video. The majority use webcams—either internal or external (56%)—while 22% utilize digital cameras or cellphones.

Live Streaming: Growing, But Room for Growth

Livestreaming presents another area ripe with potential. The survey shows that 23% of podcasters record live, with an additional 15% doing so occasionally. Despite the increasing accessibility of live broadcasting technology, a significant 62% of respondents do not engage in live streaming. StreamYard is the most popular platform for those who stream live, followed by Riverside.fm and Zoom.

Experience Influences Adoption

The survey data suggests a correlation between a podcaster's experience and their likelihood to embrace video and livestreaming. Newer podcasters are more likely to experiment with these formats, potentially due to familiarity with video content creation from other platforms like YouTube and TikTok. In contrast, more experienced podcasters may stick to their established workflows and audience expectations, showing a higher tendency to avoid video and live formats.

Matthew McLean, who wrote the blog post at ThePodcastHost.com summarizing the results, isn't sure why more experienced podcasters aren't recording video or going live.

"This is an area we’d love to dig into more in the future, but it’s hard to tell the reasons with the data we have right now," McLean writes. He adds it's also possible that some experienced podcasters have already tried video and found it didn't deliver the results they were expecting.

The Takeaway: Embrace the Opportunity

The message is clear for podcasters looking to differentiate themselves and reach wider audiences: Video and livestreaming are underutilized opportunities. As the survey demonstrates, many podcasters have yet to fully embrace these formats.

Podcasters who haven't worked with video should consider incorporating it to create a more immersive and engaging experience for their audience as well as having video clips to share for promotion on social media. Livestreaming adds another layer of interactivity, allowing for real-time engagement and fostering a deeper connection with listeners. Both formats give podcasters a better chance for discovery on YouTube, the world's second-largest search engine, where people are increasingly watching video podcasts on their computers and televisions.

Conclusion

ThePodcastHost.com survey underscores a significant gap between the potential and actual use of video and livestreaming in podcasting. As the industry continues to grow and evolve, embracing these formats could provide podcasters with a competitive edge, offering new ways to connect with audiences and stand out in a crowded market.

For those still on the fence, now is the time to explore the possibilities of video and livestreaming. With the right tools and a willingness to experiment, podcasters can unlock new levels of creativity and audience engagement, positioning themselves at the forefront of the next wave in podcasting.

Check out the full survey at thepodcasthost.com.