"On YouTube, The Rest is History podcast draws roughly around 500,000 viewers, who stick around for an average of about 48 minutes. That's close to the length of a traditional hour-long show and even longer than the podcast's strong audio average of around 40 minutes.. For the production team, seeing that level of engagement, especially on TV screens, was a turning point. People weren't just listening along to podcasts. They're settling in to watch now too."
""In the beginning the industry used to say 'wherever you get your podcasts', whereas now it should be 'however you get them', " said Sam Oakley, head of digital and social at Goalhanger, the publisher of The Rest is History. The remark nearly sums up the moment. Podcasts now live across two modes at once - audio and video - reaching overlapping, but not identical, audiences under an increasingly elastic label."
YouTube editions of long-form podcasts attract large, attentive audiences who often watch nearly an hour per episode, exceeding traditional audio averages. Visual consumption on TVs and social platforms has driven producers to prioritize integrated visuals rather than simply filming audio-first shows. Roughly half of some audiences both watch and listen, while a substantial majority consume episodes visually across YouTube, Instagram, Facebook and TikTok. The production operation scales to tens of millions of full-length monthly views across multiple shows. Sports and history episodes use archival footage and visual storytelling to make the video experience essential alongside audio.
Read at Digiday
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