🎙️TODAY’S BRIEF

• 🔥 31% of Podcast Listeners Choose YouTube: The Future of Audio is Visual

• 🚨 Podcast Insight: Video Podcasts Surge 42%: Morning Consult Reveals Major Shift in Listener Preferences

• 🌏 Podcast Elsewhere: Canadian Podcast Rankings: Dateline NBC Tops Charts While SiriusXM Network Leads Downloads in September 2024

• 🛠️ 3 New AI Podcast Toolbox to boost your productivity

👋 Hi, Podsky!

Miguel here! In today's edition, some news and insights are all about video podcasting, from an analysis of Sounds Profitable by Tom Webster to Morning Consult conducting their own research on YouTube as part of the Podcast Ecosystem.

What do you think? Podcasting as audio only or video both. Let us know what you think about it?

Don't forget to check out our amazing our marketplace, We've got over 1000 podcast producers ready to make your podcast dreams come true. Plus, our podcast toolbox is packed with the latest and greatest podcasting tools. Let's make great podcasts together!

As always, contact us via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Today’s issue takes 5 minutes to read.

Let’s dive in on today’s newsletter. - Miguel

⬇️Listen : A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter. Powered by AI.

EDISON RESEARCH
🔥31% of Podcast Listeners Choose YouTube: The Future of Audio is Visual

YouTube, natively a video platform, becomes the most popular podcast platform as it reaches 31% of U.S. podcast listeners each week-most especially its core Gen Z audiences.

This represents a huge evolution in content consumption and a further blurring of lines between traditional audio podcasting and video content. Edison Podcast Metrics™ research positions YouTube as the preferred podcast platform at 27%+ ahead of Spotify and 15%+ ahead of Apple Podcasts, while being strongly linked to younger listeners because of the Gen Z Podcast Listener Report.

The Key Points:

• 31% of weekly podcast listeners primarily use YouTube for podcasts

• 84% of the monthly podcast listeners from Gen Z engage with video podcasts.

• 49% of Gen Z listeners want to see the host's facial expressions and gestures for better context.

• YouTube has overtaken Spotify and Apple as a leading home for podcast listeners.

• Video podcasting will be important and is becoming increasingly important for audience engagement.

Our take: It is a golden moment for podcast producers, for sure. More listeners and better listener engagement, while maintaining high-value audio, going video-first creates a huge opportunity for podcast producers like us to reach more listeners and engage them better. This will mean we can easily reach the traditional podcast listener and the growing YouTube-first audience. A dual-format approach does more than potentially opening up new monetization opportunities; it will be an assurance that our content stays relevant as the media landscape continues to shift.

🗞️ TL;DR - PODCAST NEWS

• Top French and English Podcasts Revealed: CBC's Front Burner Maintains #1 Spot in Latest Canadian Rankings . A new report says the most-listened-to podcasts on SiriusXM in September 2024, along with the most-watched shows, including Dateline NBC, and a number of new English and French podcasts that joined the list.

• Puck Launches 'The Grill Room' Podcast with Media Insider Dylan Byers, Featuring Top Industry Executives . Puck is adding "The Grill Room" to their growing portfolio of eight industry-focused podcasts targeting influential business leaders, hosted by veteran media reporter Dylan Byers. The podcast will feature interviews with top media executives and personalities twice a week.

• AdLarge Signs Acclaimed Producer Megan Tan's 'Dear Millennial': New Weekly Show Tackles Modern Life Lessons . Award-winning podcast creator Megan Tan is turning her "Millennial" podcast into "Dear Millennial," a weekly advice show on AdLarge's fwd. network where she answers listener questions about millennial life through personal stories, conversations, and creative collaborations.

• Spotify's New Ad Exchange SAX Debuts, Offering Direct Video and Audio Ad Buying Capabilities. Spotify is testing Spotify Ad Exchange (SAX) with The Trade Desk to increase advertising revenue and compete with digital advertising giants by letting advertisers buy video and audio ads directly from Spotify.

PRESENTED BY PODWIRES MARKETPLACE
Hire Top Independent Podcast Producers for Your Business

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Learn More

This section is a paid advertisement. If you are interested in advertising, let's talk.

Video Podcasts Surge 42%: Morning Consult Reveals Major Shift in Listener Preferences

Morning Consult Brands analyst Ellyn Briggs has found that 42% of U.S. adults now prefer video podcasts, up by 10 percentage points since October 2022.

In their respective digital strategies, content creators and traditional media alike are making video a core component rather than an add-on. The study conducted between October 2022 and August 2024 shows how different generations have adjusted their podcast consumption habits, with great attention to video integration and preferences over the type of platform.

The Key Points:

• Today, 42% of US adults prefer their podcasts in video, up ten percentage points from last October.

• Of those that prefer video podcasts, 89% say it is because they can better focus on the content.

• For podcast listeners surveyed, 36% prefer YouTube as their host platform.

• 73% of the responding Gen Z appreciate subtitles and closed captioning.

• 41% of the respondents said they have interest in events that are live podcasts.

Our Take: This trend, if anything, represents a great opportunity for a podcast producer to expand both creative and revenue portfolios. Newer statistics strongly indicate that investing in video capabilities is no longer an option but a requirement for growth and sustainability.

With Spotify gearing up their platform to take on video and YouTube leading the charge, such a producer becomes better positioned to create for both the traditional listener and the ever-growing video-first audience. Moreover, there is great potential for live events to add another interesting dimension in the light of the engagement of audiences and diversification of revenues.

 🪧 FROM OUR SPONSOR

Brain food, delivered daily

Every day we analyze thousands of articles and send you only the best, tailored to your interests. Loved by 505,153 curious minds. Subscribe

🗞️CLASSIFIED ADS

• The Podcast Haven - Podcast Production For Business Leaders, Global Enterprises, and B2B Agencies

• Creator Spotlight - Your guide to building an audience with world-class social media and newsletter content. Creator deep-dives every Friday.

• Trailer Mixtape - is your destination to find the best of the many exciting new podcasts out there. Each episode brings you a playlist mix of fresh, vital, and thrilling podcast trailers—new and trending—on comedy, true crime, news, and more.

• Podwires Newsroom - A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter.

• That Podcast Exchange - This podcast interviews top performers and deconstructs them to find tools, tactics, and tricks to help you become a successful podcast producer.

This section is a paid advertisement. If you are interested in advertising, let's talk.

🔆 FROM OUR COMMUNITY

• Radio Academy Mentoring Programme (RAMP) 2025 Applications Now Open: Key Dates and Requirements. The Radio Academy's 2025 mentoring programme pairs UK radio professionals with industry mentors for a 6-month structured development programme with one-on-one sessions, seminars, and networking opportunities. Applications are due November 7, 2024.

• Arielle Nissenblatt's Travel-Ready Podcast Picks: Newsletter Features Reader-Generated Show Recommendations. Newsletter author Arielle Nissenblatt recommends five community-curated podcasts on HIV awareness, comic books, and business to make commutes more interesting and informative.

• AIR Launches 2024 Audio Industry Survey, Offers Membership Discount for Participant. The Association of Independents in Radio (AIR) is conducting their yearly survey to understand how to better support audio professionals, and they're offering a discount on membership to those who complete it before November 4th.

IN COOPERATION WITH

The longest-running annual podcasting conference is PODFEST EXPO. From its humble beginnings in 2015 to its unprecedented 11th consecutive year in 2025, PODFEST has grown exponentially.

SOUNDS PROFITABLE
🚨 Revealed: How Video Discovery is Transforming Audio Podcast Consumption

Recent research by Sounds Profitable Tom Webster underlines that the most loyal listeners of audio podcasts find their favorite shows on video platforms. And, for podcast discovery, YouTube is leading the way.

The study stipulates that the future of success with podcasts may actually have much to do with visual appeal, since nearly half of the audio-first listeners were discovering their favorite content through visual means. The research dives deeper, based on a series of studies and analyses of consumption patterns, into the behaviors of two separate groups: "Audio Primes"-the listeners who consume 75%+, and "Video Primes"-the viewers who consume 75%+ through video.

The Key points:

• Two-thirds of Video Prime users have found their favorite podcasts via YouTube

• About half of Audio Prime listeners have also found their favorite podcasts via visual platforms.

• The success of YouTube as a podcast client can be attributed to core reasons: existing user base, capability for video, and features for engagement.

• Dominant podcast apps today are audio-first in nature and may hold discovery back.

• Visual elements are crucial for podcast discovery, regardless of one's preferred way of consumption.

Our Take : The results of this study represent a huge opportunity for podcast producers to expand their reach through the creation of strategic visual content. By incorporating engaging video elements-even inside shows that are largely audio-centric-we can capitalize on the full depth of YouTube's discoverability features while continuing to offer up the core product of audio. This could very well be why increased audience growth and engagement across multi-platforms benefit creators and listeners alike.

👉 Would like to be featured in our newsletter?. Come along with the growing number of podcast professionals who rely on PODWIRES Marketplace to make their journey easier. Register right away.

👀 Hiring? Or looking for a new job

Grow your business through podcasting. Marketplace Podwires connects you with skilled producers who can craft compelling stories that align with your brand. Start your podcast journey today!

• January 16 -18 : Podfest Expo - Orlando, USA

• January 14 - 15th : Brand Podcast Summit - Virtual

Visit Podwires Marketplace to post your upcoming events or job openings for free.

• ✅ Reiden:  AI can identify slow spots and suggest keyboard shortcuts to boost productivity.

• ✅ Chatnode : The AI chatbot that consistently gets it right. Build sophisticated AI chatbots that are well-versed in your industry.

• ✅ Inquisite: Dig deep into any topic, find insights from reliable sources, and write research-backed documents.

Browse more Tools ➡️

DISCLAIMER This podcast toolbox includes affiliate links If you decide to make a purchase using them, we may receive a small kickback which helps to support the newsletter which allows us to operate it. Thanks in advance!

Podwires is here because of our incredible partners' unwavering support.

The Podwires readers receive journalism free of financial and political influence.

We set our own news agenda, which is always based on facts rather than billionaire ownership or political pressure.

Despite the financial challenges that our industry faces, we have decided to keep our reporting open to the public because we believe that everyone has the right to know the truth about the events that shape their world.

Thanks to the support of our readers, we can continue to provide free reporting. If you can, please choose to support The Podwires