When you hear the word “podcast,” YouTube probably isn’t the first thing that comes to mind — but it should be. YouTube is known for its commentary and vlogging videos, but it soon might be known for something else: video podcasting.

Podcasting has come a long way since its creation in 2003, from being an audio-only medium to one paired with video.

The History of Podcasts

Before we dive into the shift of podcasts moving away from their conventional audio-only format, we need to understand the history of podcasting. Podcasting began in 2003 when Dave Winer developed an audio RSS feed so Christopher Lydon, a former New York Times reporter and radio host, could share snippets of his interviews on his blog.

This audio thing picked up quickly; by 2004, Lydon teamed up with former MTV VJ Adam Curry to create a program called iPodder, which delivered internet radio broadcasts directly to iPods. Eventually, the term “podcast” was coined by blending the words “iPod” and “broadcast.” At the end of 2004, the first podcast hosting platform, Libsyn, was launched.

It took about 10 years for podcasting to really take off, thanks to the launch of a true crime podcast called Serial. It was the first podcast to reach over 5 million unique downloads on iTunes. Since then, the number of listeners around the world has steadily grown.

Why Video Podcasts Are So Desirable

You might be asking yourself: how has podcasting taken such a dramatic turn after only being around for 20 years? Well, humans love connection. We have loved the intimate feeling of having a conversation in our ear, but that feeling can be elevated by seeing the facial expressions of those having the conversation. 

Emotions of listeners aren’t the only thing that has fueled this trend; the changing algorithms of social media have had a heavier hand in this change. As short-form, visual content grows in popularity, social media adapts to give users a “TikTok-ified” feed. 

Video podcasting feeds short-form algorithms extremely well. Short and interesting soundbites can be easily cut, captioned, and posted. The addition of video matching the dialogue adds interest and emotion, drawing potential audiences in. 

The Data on Video Podcasts

Okay, but what about the actual, concrete data? Don’t worry, we will lay it out for you. Recently, a survey conducted by Cumulus Media and Signal Hill Insights found that nearly three-quarters of podcast consumers play podcast videos. This is a stark contrast to only a quarter of people who listen to audio exclusively. Some admitted that while they do have the video open, they watch passively. But a large number of people, more than half of YouTube podcast viewers, admit that they actively watch the videos.

The same article also reported that YouTube announced that over a billion people a month were watching podcasts on the platform. This isn’t surprising when you consider that the number of video podcasts in the top 30 podcasts has doubled yearly since 2022. In 2024, three of the top five podcasts on Spotify included video. 

The Reign of YouTube

While there may be many ways to watch a video podcast, YouTube has proven to be the number one podcast discoverability platform — as 40% of podcasts are still discovered through the search bar. Additionally, a study from Exactly Right Media and Crooked Media found that YouTube has become the preferred platform for podcast listeners. 

Consistent posting of video leads to audience growth because podcasts directly feed YouTube’s algorithm. And video allows audiences to find familiar faces. As more celebrities move to podcasting as a side hustle, video becomes a baseline. Celebrities are used to cameras, so it is easier for them to act “normal” during a recording. 

Need Help Navigating Video Podcasts? Let’s talk.

Video podcasting seems like the way to get your podcast seen and off the ground. But only 17% of podcasters record video, so we can help you stand out. 

At Sparkcade, we’ve helped clients at every stage of the podcasting journey, from initial concept to full-scale video production. Whether you’re curious about starting a podcast or just want to explore what’s possible with video, we’re here to help you take the next step.