Episode Overview
Discover the current state of video in podcasting—how many shows are recording with video, how many are publishing it, and what this means for your podcast guesting strategy.
Host: Jessica Rhodes, Founder & CEO, Interview Connections
Topic: Video Adoption in Podcast Recording
Key Takeaways
1. Recording vs. Publishing Video Are Two Different Things
Recording with Video: ~100%
- In Jessica's experience, virtually every podcast she appears on is recording with video
- Common platforms: Riverside, Zencastr, Zoom, Streamyard
- Reason: Enables hosts and guests to see each other, read body language, and capture content for clipping
Publishing Video to YouTube: ~60-65%
- While most podcasts record video, only about 65% of podcasts actively upload full video interviews to YouTube
- This represents the actual publishing of videos, not just recording capability
Growing YouTube Audiences: Much Smaller Percentage
- Of the podcasts publishing to YouTube, only a fraction have truly engaged YouTube audiences
- Not all YouTube views accurately reflect a show's actual listener base
2. Two Approaches to YouTube
Strategy 1: YouTube as a Primary Platform
- Podcasters who treat YouTube as a full growth channel
- Create intro/trailer videos, optimize titles for views
- Invest intentional strategy in building a dedicated YouTube audience
- Actively grow views and engagement on the platform
Strategy 2: YouTube as a Video Host
- Many podcasters use YouTube simply as a repository for video files
- Purpose: Enable repurposing of interviews into short-form clips
- Workflow: Upload video to YouTube → grab the link → use tools like Opus to create social media clips
- Not focused on YouTube audience growth
3. Where Your Real Audience Is
Important Reality: YouTube view counts ≠ actual podcast audience size
Your guest appearance reaches listeners across:
- Spotify (most popular audio platform)
- Apple Podcasts
- Direct MP3 players on podcast host websites
- Other audio platforms
Key Insight: Most of a podcast's actual audience is listening via audio platforms, not watching YouTube videos.
The Video Trend Over Time
2013: 100% audio-only podcasts
→ 2026: Most podcasts recording with video
Direction: Upward trend toward video adoption, but primarily for quality and content repurposing rather than YouTube audience building.
Call to Action
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Topics Covered
- Current state of video in podcasting
- Recording with video vs. publishing video
- How podcasters use YouTube
- Where your actual podcast audience listens
- 13-year trend of video adoption in podcasting
Resources
