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Gen Z Drives Massive Growth in Video Podcast Consumption, New Study Shows
Podwires Team
October 24, 2024
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Image: Morning Consult
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.
Why it matters: Dovetailing with this is a more general change in digital media consumption patterns. Beyond that, video podcasts change not only how content is delivered but also create new opportunities in terms of engagement, monetizing, and expanding the audience. For traditional news outlets and content creators, this represents both a challenge and an opportunity to change their approach to digital content delivery.
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.
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