News publishers are rapidly converting audio podcasts to video formats and pivoting toward personality-driven shows, according to a new Reuters Institute report that examines shifting audience preferences and changing business models across the podcast industry.
The analysis, released May 7, 2026, draws on interviews with major publishers including the New York Times, the Guardian, the Economist, the Financial Times, and others, alongside audience research conducted in the United States, United Kingdom, and Norway. The report finds that video podcasting now represents the fastest-growing segment of the medium, driven largely by algorithmic changes at YouTube, Spotify, and Apple that prioritize video content and increase its visibility on their platforms.
Over the past year, publishers have adopted divergent strategies in response to these platform shifts. Some organizations are creating multi-modal versions of all their shows, converting both conversational and narrative content into video formats. Others take a more selective approach, converting chat-based formats to video while maintaining audio-only production for narrative and investigative series, which they believe retain long-term audience value. The Guardian has recently established an internal studio to develop talent and create new types of creator partnerships, mimicking the model used by podcast-first companies such as Goalhanger and Chora Media.
The Reuters Institute research uncovered significant regional differences in video podcast adoption. Audiences in the United States showed greater openness to video formats, while Norwegian users demonstrated considerably more resistance. The disparity partly reflects the smaller market penetration of video platforms in Nordic countries and the lower supply of locally produced video podcasts in those regions. Video podcast audiences overlap substantially with audio audiences, suggesting that many listeners access the same shows in different formats depending on context. However, video formats are also attracting entirely new audiences with different expectations, prompting publishers to consider how to serve both traditional audio-first listeners and new video consumers.
Publishers continue to view podcasts as effective tools for attracting and engaging younger audiences, according to the report. For subscription-focused outlets, podcasts now play an increasingly critical role in audience retention and revenue generation. The human element of podcasts and their role in habit-building are seen as strategic defenses against algorithmic efficiency and artificial intelligence, which lack the personal connection podcasts provide. Research shows podcast consumption remains largely complementary to other news formats, with audiences valuing podcasts for building knowledge and adding depth to coverage.
Several major publishers have recently launched podcast-only subscription tiers. The Economist, Die Zeit, and the New York Times have introduced these subscription products, though the research reveals that converting previously free content to paid models remains challenging. To address this barrier, many publishers are focusing on bonus content, live events, merchandise, and bundling podcasts with broader subscription packages rather than relying on standalone podcast subscriptions. Podcast-first companies are extending franchise value through newsletters, text content, and additional product extensions built around on-air talent.
The Edison Infinite Dial report for 2026 indicates that 45 percent of Americans listen to or watch podcasts weekly, reaching an all-time high. Much of the recent growth stems from video, with news and current affairs podcasts playing an increasingly influential role in shaping political discourse. Leading creators such as Joe Rogan and Ezra Klein now reach audiences in the millions.
The blurring of audio and video formats is creating measurement and categorization challenges across the industry. Advertisers, platforms, and publishers have traditionally measured, created, and sold content through specific channels; the convergence of formats will require new approaches to realize the medium’s full potential. As personality-driven conversational shows gain prominence at the expense of documentary-style series, particularly in the United States, the podcast industry continues to consolidate around cheaper-to-produce formats that offer stronger monetization potential. This shift represents a fundamental change in how news organizations conceive of podcast production and distribution in an increasingly video-first media landscape.
Source: Reutersinstitute — Read the original article →
