Survey Reveals Video Podcasts Are Splitting the Industry Into Two Distinct Worlds
The podcasting landscape is undergoing one of its most dramatic transformations since the medium first gained mainstream momentum. A new in-depth analysis by The Podcast Host, based on responses from 558 independent creators, reveals a surprising — and accelerating — divide: podcasting is no longer a single unified industry, but two parallel ecosystems evolving in different directions.
The rapid rise of video-based shows, fueled by platforms such as YouTube, Spotify Video, TikTok, Instagram Reels, and Twitch, is reshaping creator habits, budgets, workflows, and long-term expectations. While many once assumed video was simply an add-on to audio, the latest data shows the two formats now function as distinct creative industries with different cultures, business models, and production methods.
This shift could have long-term implications for creators, advertisers, publishers, and the entire podcasting economy.
A New Era: Audio-Only vs. Video Podcasts
The Podcast Host’s findings uncover a widening gulf between creators who record audio-only episodes and those producing video-driven content. The differences are not superficial — they touch every major part of the creative process:
Time commitment
Budget and financial investment
Publishing frequency
Team size and collaboration
Production style
Audience strategy
Creative priorities
As more creators adopt video, the industry is seeing the emergence of two separate mindsets and two separate production cultures.
Below is a deeper look at how the two worlds compare.
Production Time: Video Isn’t the Time Sink Many Expected
One of the most surprising results from the survey is that audio-only podcasters spend more time per episode than their video counterparts:
45% of audio creators spend 6+ hours on each episode
36% of video creators spend the same amount of time
This counters the common belief that video requires significantly more investment in editing and post-production.
Why Audio Takes Longer
According to the survey’s analysis, audio-only producers tend to focus heavily on:
Detailed editing
Story structuring
Sound design
Narrative pacing
Removing pauses, filler words, and background noise
Enhancing clarity and flow
These creators are often committed to crafting a polished, immersive listening experience, which can take many hours of fine-tuning.
Why Video Can Be Faster
Video podcasters frequently adopt conversational formats, such as:
On-camera interviews
Reaction-style discussions
Round-table chats
Co-hosted commentary
Live recordings that can be clipped quickly
These formats require less intricate editing, targeting social-media-friendly content that can be distributed across multiple platforms with short turnaround times.
Budget Differences: Video Creators Spend More — Often Much More
The financial gap between audio and video podcasters is substantial.
The Podcast Host found that:
Nearly 50% of video creators spend more than $50 per month on their show
Only about 25% of audio-only creators spend the same
Why Video Is More Expensive
Video requires additional equipment and ongoing costs, such as:
High-resolution cameras
Multiple camera angles
LED panels and lighting rigs
Studio backdrops and set designs
Tripods, mounts, ring lights
Editing software with video capabilities
Remote recording tools that support HD feeds
Post-production graphics or animations
Creators who are serious about on-camera quality often invest heavily in aesthetics and production value to compete on YouTube and other visual platforms.
Show Format: How Audio and Video Creators Build Their Content
The survey shows notable differences in how podcasters structure their shows:
36% of audio-only creators typically work solo
40% of video creators use an interview-based format
Video creators are more team-oriented, relying on guests, co-hosts, or collaborators
Audio creators are more likely to run personal storytelling or commentary formats
Why Video Leans Toward Interviews
Interviews translate naturally to video because:
Facial expressions add emotional context
Conversations feel more dynamic on camera
Clips can be repurposed for social platforms
Guests help expand audience reach
Talk-show-style formats demand minimal editing
Video podcasters often treat their content as a hybrid between a YouTube series and traditional radio, blending long discussions with viral-ready visual moments.
Publishing Frequency: Video Shows Release More Often
Another notable finding: video creators publish more frequently.
52% of video podcasters release weekly episodes
42% of audio creators publish weekly
This difference aligns with the fast-paced content strategies used by video creators, who rely on:
Momentum
Regular uploads
Short-form video clipping
Multi-platform expansion
Video podcasters often aim to remain constantly visible on YouTube, TikTok, Instagram, and Shorts, where algorithmic boosts reward consistency.
Two Industries Emerging: Not Just Two Formats
According to The Podcast Host, the widening gap suggests that video and audio podcasting are becoming parallel industries, not variations of the same craft.
Characteristics of the Video Podcast Industry
Fast-turnaround, conversational content
Heavy emphasis on visual storytelling
Greater focus on guest appearances
Multi-camera setups and visual branding
Integrated presence on social platforms
Monetization through ads, subscriptions, sponsorships, and YouTube revenue
Characteristics of the Audio Podcast Industry
Emphasis on narrative flow
Deeply edited storytelling
Higher attention to sound quality
Formats such as documentary, audio drama, investigative reporting
Strong parasocial connection with listeners
Listeners who prefer long, immersive, screen-free content
Both paths offer value — but the report warns that industry dynamics may shift rapidly if investment tilts too far toward video.
The Big Concern: Will Video Overshadow Audio?
The Podcast Host raises a critical question: If advertisers and platforms invest disproportionately in video, will audio-first creators be pushed out?
Video currently attracts:
Larger audiences
Higher ad spending
Stronger platform support
More viral potential
Better discoverability through search and recommendations
If this trend continues, audio-centric formats like:
Narrative journalism
Fictional audio dramas
Documentary storytelling
Highly produced series
…may struggle to secure funding and visibility, despite being cultural cornerstones of podcasting.
Why Audio Still Matters: The Case for Preserving the Craft
The Podcast Host emphasizes that the industry thrives when both formats grow together, not at each other’s expense.
Advantages of Audio-Only Podcasting
Intimate listening experience
Unique storytelling potential
Better portability — audiences listen while commuting, cleaning, or exercising
Lower production costs
Lower barrier for entry
Creative freedom not limited by camera presence
Audio retains the original spirit of podcasting: immersive storytelling accessible to anyone with a microphone and a message.
Why Video Is Important for the Industry’s Growth
Video, on the other hand, offers undeniable strengths:
Wider reach through YouTube and social video algorithms
Higher engagement with younger audiences
Stronger brand personality through visible hosts
Multiple revenue streams
Ability to clip episodes into short-form content for viral reach
Video has opened doors to new creators and audiences who may never have listened to traditional audio-only shows.
Finding Balance: The Future of Podcasting Depends on Diversity
The big takeaway from The Podcast Host’s report is clear: the future of podcasting will hinge on balance, not dominance. Both formats bring something unique to the ecosystem — and both are essential.
The industry must ensure:
Advertisers support both video and audio
Platforms give equal discovery opportunities
Creative funding is available across formats
Independent creators are encouraged, not squeezed out
Audience experience remains at the center
Podcasting grew because anyone could tell a story. Preserving that freedom — whether through a microphone or a camera — is essential.
Conclusion: A Medium at a Crossroads
The rise of video podcasts is reshaping the industry at a fundamental level. Creators, brands, and platforms must now decide how to adapt, innovate, and preserve the diversity that made podcasting a global phenomenon.
Audio and video may be drifting apart — but together, they represent a more dynamic, scalable, and innovative future for creators and audiences everywhere.
