Podcast organizations are leveraging video content from audio shows to attract new audiences, but measuring the true incrementality of this strategy poses challenges. While some shows, like 'Talk the Thrones,' have seen significant growth in viewership and followers after introducing video, many executives emphasize the difficulty in determining whether video is drawing new listeners or merely converting existing ones. As the landscape sees more convergence between audio and video content, publishers are focusing on holistic audience growth metrics.
Since introducing video episodes on Spotify last June, "Talk the Thrones" podcast has seen a 70% increase in followers, with 84% engaging actively.
Podcasters are increasingly producing more video content from their audio shows, leading to growth in viewership and a holistic understanding of audience development.
Podcast organizations measure the success of their video strategies by looking at growth in both listeners and viewers, acknowledging the challenge of direct measurement.
It's difficult to evaluate how much video podcasts attract new audiences versus converting audio listeners into video viewers, as highlighted by industry execs.
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