Exploring Spotify Video Podcasts: Features and Global Impact

Spotify video podcast and a microphone on a stand

Video content has become the most powerful source of information and entertainment and is being used globally due to its high engagement. Following this trend, Spotify video podcasts are becoming increasingly popular, which allows content creators to engage with their audience more effectively and get more out of the platform. This enables them to increase audience engagement and grow their reach by delivering visually compelling and immersive content. Podcasts with videos can be listened to on all devices, including mobile, desktop, and smart TVs.

Video is a popular format, and Spotify knows it, so the streaming service is introducing video versions of certain shows. This feature first appeared on a few of Spotify’s exclusive podcasts, such as The Joe Rogan Experience and Higher Learning with Van Lathan and Rachel Lindsay. Still, the company is now opening up video podcasting tools for more creators. Recently, Spotify’s first video podcast gained over 160 million views, which is incredible.

The daily streaming average of video podcast features is experiencing a significant surge, with a yearly growth rate of 39%. A recent survey reveals that a substantial majority of users, approximately 67%, prefer visual content, opting to watch video podcasts rather than tuning in to traditional audio-only podcasts.

According to Spotify officials, “Jordan Newman, who oversees Content Partnerships at Spotify, underscores the company’s dedication to improving user experience and supporting creators. He explains that incorporating video into podcasts can improve the sense of genuineness and connection for fans, ultimately resulting in higher viewer engagement. Newman points out the rising interest from creators and viewers alike in video content on Spotify and mentions that they are looking to expand video features to meet this demand.”

When Was Spotify Video Podcast Launched?

Spotify introduced its video podcast feature back in 2020, and it has been growing rapidly ever since, with over 250,000 podcast videos now available on the platform. Spotify launched this feature because most fans prefer to watch their favorite personalities on video. Considering this demand, the feature was integrated into the platform.

In the beginning, Spotify’s video podcasts were available to several shows. Now, they are accessible almost everywhere. Spotify is allowing non-hosted content creators to publish their content and podcast videos for the first time.

What Video Podcasts Mean for Users and the Company

The move may help the company compete with YouTube, which has become a major player in the video podcasting space. The feature will allow listeners to put a face to their favorite hosts, which has been proven to increase engagement with content. It will also boost the company’s push into original video content, allowing it to offer advertisers more options for sponsorships. The podcast creation tool already lets creators upload audio to Spotify, and now they can use it to create video podcasts that integrate seamlessly with Spotify’s existing subscriptions feature.

Users can watch videos and choose between watching and continuing with just the audio, depending on their preference. The videos replace the podcast’s audio. How many podcast listeners will opt for the video version of their favorite show remains uncertain. Nevertheless, Spotify’s commitment to integrating video content suggests a strategy to engage younger audiences accustomed to consuming video across various platforms. Content creators on Spotify can increase their revenue through higher traffic and advertisements.

Key Features

Video podcasts feature audio with an additional visual component. This format allows creators to express their ideas and engage with listeners visually. Spotify’s commitment to expanding its video podcast offerings will enable listeners to experience a new dimension of storytelling. Video-enhanced podcasts are gaining popularity among young listeners. At its recent Stream On event, Spotify unveiled a series of podcasts featuring popular YouTuber Markiplier, including his show Distractible and the comedy Forbidden Fruits.

This move will likely appeal to the millennial audience and help expand the platform’s presence in the gaming, pop culture, and lifestyle genres. Another popular category is the personal development genre. In addition to providing useful tips and advice, these podcasts also offer a glimpse into the lives of some of the world’s most successful people.

Lastly, in the lifestyle and news genre, this category of podcasts often features interviews with celebrities and newsmakers, as well as discussions about the latest trends in entertainment.

The Spotify search bar can be used to search for a specific podcast with video content directly. You can also use the Browse section to find curated recommendations and popular playlists featuring podcasts with video content. Additionally, you can download podcasts with video content to listen offline. Users with Spotify Premium can access this feature easily without paying additional amounts.

Inside Revolution: Growth and Global Impact

Video podcasts are experiencing a significant increase in popularity compared to audio podcasts, and their performance metrics are truly impressive. Audience interest in video podcasts is steadily growing each year. At VidCon 2024, Spotify presented statistics showcasing this increasing popularity.

  • The platform has seen 150,000 new Spotify podcast videos, bringing the total to 250,000, up from 100,000 in 2023.
  • A podcast video on Spotify has achieved more than 170 million views, which sets a record.
  • Nearly 70% of the audience prefers watching video podcasts on Spotify over listening to audio podcasts.
  • Spotify’s video podcasts have gained significant traction, with a substantial proportion of users tuning in – approximately one-third of users in the US and one-quarter globally. Moreover, this popularity is steadily rising, marked by a 40% annual growth rate.
  • Every year, the number of Spotify podcast creators grows by 70%.
  • The countries with the highest activity in publishing video podcast content are Mexico, Brazil, and the United States.
  • About 20% of podcast creators in Brazil and the Philippines have started producing videos, a nearly doubled percentage compared to the previous year. In Chile, a significant amount of podcast consumption is dedicated to watching video podcasts, with a quarter of total listening time spent on them. In Brazil, this percentage is over 15%, indicating a growing trend of video podcast popularity in these regions.

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