The Format War that Never Happened
Podcasts have entered their video era. So does that mean audio-only shows should pack up their mics and call it quits? Not according to the research. To find out who was winning the format war, we partnered with Edison Research and Publicis Media. Our learnings? Both audio and video are coming out on top. In our latest study, The Video Podcast Consumer Report, we break down the ways in which audio and video are growing together, how both formats are being consumed, and how advertisers can use both to their advantage.
The stats are in
In this report, you’ll learn:
How to scale your ads across both formats
How to play into each format’s strengths
What consumption looks like on both platforms and how to plan for their unique use cases
How brands can use both audio and video to meet audiences where they are
Two formats, one large consumer base
When it comes to enjoying podcast content, audiences want two things: freedom and access. Giving them the choice of both video and audio consumption allows them just that. Our latest report is designed to arm you with all of the information you need to understand your audience’s behavior and reach where they are—which in this case, is everywhere.
The choice is theirs
For most podcast consumers, choosing audio vs. video is not an either/or situation as they tend to favor both formats for different reasons. The decision of how they consume can be influenced by what they’re doing at that moment and how they want to engage with their content—making this choice less about preference and more about experience.
Video didn’t kill the audio star
In fact, both formats serve different purposes and enhance the other’s strength. As audiences move fluidly between the two, brands should think of podcasting as a united ecosystem. Our study contains all of the latest info you need about listener, and viewer, behavior so you can set your next podcast campaign up for success.