Podcast merge into talk show territory with video elements

Podcasts have grown in popularity over the years, both in availability and audiences. And now, podcasters have started in earnest to expand the historically audio-only format into video. By expanding into video, podcasts have widened their reach to new audiences across multiple platforms. A video component also gives podcasters and production companies opportunities to share teaser clips across social channels to engage, attract and retain viewers. New research released from Tubular Labs indicates podcasts are quickly becoming the new “talk shows.” As celebrities, authors and public figures incorporate the channel into their marketing and promotion strategies, podcasters more frequently release long and short-form video versions of their episodes for viewers to consume in their medium of choice. Tubular data shows, for example, the top two global podcasts on Spotify for 2023 also have a big presence across video platforms like YouTube, Facebook and TikTok. The Joe Rogan Experience, the #1 global podcast on Spotify this year, also regularly posts longer-form 10-15 minute clips on YouTube. These clips are consumed heavily by fans. In its best month, Rogan’s podcast content was watched for 19.1 million minutes across YouTube and Facebook. Call Her Daddy, the #2 global podcast on Spotify, has attracted some high profile guests in 2023, including Paris Hilton, Jack Harlow, Gwyneth Paltrow, John Legend, and even Jane Fonda. Alex Cooper and the Call Her Daddy team have leaned into TikTok with short-form clips from her interviews, and makes the full video versions available across multiple platforms and website. The podcast’s media group, Unwell, also recently brought on one of TikTok’s biggest influencers, Alix Earle, to run her own podcast called Hot Mess. Join Tubular as they walk through the other big trends to hit social this year, in their 2023 Social Video #Rewind insights, available here.

Podcast merge into talk show territory with video elements

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