Podcasting’s Pivot to Video ⇥ nytimes.com

Joseph Bernstein, New York Times:

Indeed, according to an April survey by Cumulus Media and the media research firm Signal Hill Insights, nearly three-quarters of podcast consumers play podcast videos, even if they minimize them, compared with about a quarter who listen only to the audio. Paul Riismandel, the president of Signal Hill, said that this split holds across age groups — it’s not simply driven by Gen Z and that younger generation’s supposed great appetite for video.

[…]

Still, this leaves everyone else — more than half of YouTube podcast consumers, who say they are actively watching videos. Here, it gets even trickier. YouTube, the most popular platform for podcasts, defines “views” in a variety of ways, among them a user who clicks “play” on a video and watches for at least 30 seconds: far from five hours. And the April survey data did not distinguish between people who were watching, say, four hours of Lex Fridman interviewing Marc Andreessen from people who were viewing the much shorter clips of these podcasts that are ubiquitous on TikTok, Instagram Reels, X and YouTube itself.

Thirty seconds is an awful short time to be counted as a single view on these very long videos. At the very least, I think it should be calculated as a fraction of the length of any specific video.

This report (PDF) has a few things of note, anyhow, like this from the fifth page:

YouTube is not a walled garden of podcasts: 72% of weekly podcast consumers who have consumed podcasts on YouTube say they would switch platforms from YouTube if a podcast were to become available only on another platform. 51% of YouTube podcast consumers say they already have listened to the same podcasts they consume on YouTube in another place.

There is not another YouTube, so this indicates to me the video component is not actually important to many people, and that YouTube is not a great podcast client. It is, however, a great place for discovery — a centralized platform in the largely decentralized world of podcasting.

Bernstein:

Now, the size of the market for video podcasts is too large to ignore, and many ad deals require podcasters to have a video component. The platforms where these video podcasts live, predominantly YouTube and Spotify, are creating new kinds of podcast consumers, who expect video.

The advertising model of podcasts has long been a tough nut to crack. It is harder to participate in the same surveillance model as the rest of the web, even with the development of dynamically ad insertion. There is simply less tracking and less data available to advertisers and data brokers. This is a good thing. YouTube, being a Google platform, offers advertisers more of what they are used to.