Podcasting: Old School Audio Vs. New School Video

Why do old-school podcasters have a problem with the new school podcasters? No, I mean really. It’s something I have felt or even seen as I’ve been walking the walk. One person told me that if I conduct interviews and publish them on YouTube, then I’m not a podcaster — I am a YouTuber. Well, I beg to differ, and I want to challenge all of you guys who are not giving enough credit to YouTube to differ, too, no matter how deep your podcasting roots go.

I know that historically, podcasts found their audience through audio formats delivered via RSS feeds, allowing listeners to enjoy their favorite shows on the go. It all started as a modern evolution of radio broadcasts — ‘through the airwaves’ — and many purists still hold tightly to that original tradition.

But here’s the thing: the world is changing, and so is podcasting. The rise of video podcasts isn’t some fad — it’s a seismic shift. YouTube has become the leading platform for podcast consumption, surpassing even Spotify and Apple Podcasts. Spotify alone hosts over 300,000 video podcast shows, with creators doubling down on video content like never before. In fact, more than one-third of Spotify’s top podcasts in 2024 come with video, up from one in seven just last year. And it’s not just about numbers — 42% of U.S. adults now say they prefer podcasts with video, a jump of 10 percentage points since 2022.

So if you’re still clinging to the idea that podcasting is only about audio, you might be missing the bigger picture.

And speaking of video, as someone who runs Beverly Productions, we couldn’t resist the temptation to add promotional services for podcasts through LinkedIn. Why? Because we work primarily with podcasters in the business space — and LinkedIn is the dominant platform for reaching that audience.

Video on LinkedIn isn’t just popular; it’s the king of engagement. Posts with video get 5 times more engagement than text-only posts. Live videos? They rake in 7 times more reactions and 24 times more comments than regular videos. And short-form videos under 30 seconds? They achieve 200% higher completion rates, making them perfect for capturing busy professionals’ attention.

Even better, video posts are shared 20 times more than any other content, which means your podcast’s reach can skyrocket organically. And when it comes to paid promotions, video ads hold viewers’ attention 3 times longer than static ads and boost purchase intent by 45%.

For podcasters who want to grow their business audience, leveraging LinkedIn’s video power is simply a no-brainer — and that’s exactly why we’ve made it a core part of what we offer at Beverly Productions.

If podcasting is about connecting, sharing stories, and building your tribe, then embracing video is just smart business. It’s not about abandoning your roots — it’s about growing new branches.

So the question isn’t “Are you an audio podcaster or a YouTuber?” The real question is, are you ready to evolve with the medium? Because the future of podcasting looks less like radio waves and more like vibrant, visual storytelling.

And I, for one, am here for it.