In early 2004, a software developer named David Winer, met with former MTV VJ, Adam Curry, in a New York City hotel room to discuss a groundbreaking new business idea. The pitch, delivered by impassioned Curry, was simple: develop an easy way to distribute digital audio files via RSS feed.
Years before, Winer had invented the RSS feed as a quick and easy way for websites to provide content to users with a subscription model.
Still—while Curry’s idea intrigued Winer, he remained skeptical. By the year 2000, only 70% of young adults had experience with the internet, with most Americans still on dial-up modems. Sharing information—even audio—was a tediously slow experience.
Despite his hesitancy, Winer moved forward with the idea, working with Curry to create the first ever podcast feed. What started as a niche experiment quickly gained traction, evolving into a global phenomenon.
Last year, Spotify included over 300,000 video podcasts in its massive library – 100,000 more than the year before. With top podcasts like Smartless, The MeidasTouch Podcast, and Conan O’Brien Needs a Friend maintaining active video content on Spotify, YouTube and Apple Podcasts, video has officially entered the chat.
A Closer Look
How did the medium evolve into a cross-platform behemoth with more than 584 million listeners worldwide?
The transition from speaker to screen was triggered in part by the COVID-19 pandemic. As creators sought innovative ways to speak with audiences stuck inside their homes, moving to a more stimulating medium made sense.
Video also reaches a broader audience—especially TikTok, where user-generated content is king. Facial expressions and body language add depth to storytelling, making video podcasts more immersive and marketable—a testament to the effectiveness of personal experience in marketing.
Podcasts like The Joe Rogan Experience and Call Her Daddy adapted early to video integration, extending their reach beyond traditional podcast platforms. Major platforms like Apple Podcasts and Spotify expressed support early by enabling creators to distribute visual content seamlessly. Spotify recently launched its Partner Program, which incentivizes podcasters with a monetization tool that allows direct payments from premium subscribers.
“Podcasts with video are more than just a trend,” said YouTube’s VP of Podcast Partnerships, Tim Katz, in a blog post. “Today’s podcasters are driving culture, creating ‘must see’ and ‘must hear’ shows while becoming bonafide superstars themselves.”
Why Video?
Video enables more substantial monetization opportunities through YouTube ads and sponsorships. Creators can also repurpose content across platforms, attracting both loyal and new listeners seeking content that interests them.
YouTube recently reported a stunning one billion monthly viewers of podcast content, consuming more than 400 million hours of podcasts monthly.
Making video content comes with certain pitfalls that can be avoided when paired with an agency in the know. In a recent story on The Verge, culinary creator Carla Lalli Music revealed that a single video shoot for YouTube costs around $3,500. Lalli laid out the numbers in her newsletter, The True Costs of Being on YouTube, documenting her channel’s growth since 2021, grossing $187,997 in four years.
SMI x Podcasts
Strategic Media has led the charge in the audio advertising industry since before the inception of podcasting, growing our standing as experts alongside the format while guiding clients on the best ways to capitalize on this rapidly expanding medium.
Our Podcast Team offers clients not only technical know-how and a holistic view of campaigns but a profound blanket of coverage through programmatic audio advertising.
Programmatic marketing enables advertisers to monitor their campaign performance instantly by tracking essential metrics such as impressions, clicks, and conversions. In video podcasting, this technology goes far with advertisers who must reach their target audience efficiently, ensuring that every dollar spent contributes to meaningful engagement and conversions.
With rapid advancements in technology and changing audience preferences, video podcasting is set to redefine digital media for years to come. By combining strategic advertising with engaging video content, creators can maximize reach and impact.
As technology advances and audiences demand more immersive content, brands and advertisers must adapt to stay ahead.
For brands, advertisers, or aspiring podcasters eager to make a mark in the audio/video landscape, drop us a line to get started.