"Hybrid consumption—where people choose to watch, listen, or float between the two—has been part of the podcast industry for years. Joe Rogan's show draws more viewers than listeners, but it is still considered a podcast, and that label carries cultural weight and legitimacy. Being called a podcast places the show at the top of the charts and ties it to the broader medium, even as most people experience it on YouTube."
"Morning TV shows were engineered decades ago with adaptability in mind. Programmers understood their shows weren't always watched in the traditional sense. They were the soundtrack to mornings, running in the background while people cooked, brushed their teeth, or got dressed. Morning TV producers designed their shows for multiple modes of consumption: full watching—eyes on screen; listening only—treating it like radio; muted or low sound—where chyrons and graphics carried the message."
Hybrid consumption—where audiences watch, listen, or float between formats—has been part of podcasting for years. Some high-profile shows draw more video viewers than audio listeners while retaining the podcast label, which grants chart placement, cultural weight, and legitimacy. The term 'podcast' has shifted from distribution format to genre and cultural identity, complicating suggestions to rename video-forward shows. Morning television historically optimized for multiple modes—full watching, listening-only, and muted viewing—illustrating adaptable programming. Podcasters now face a similar reckoning. The largest podcast ad agency, Oxford Road, has produced research, podcasts, and videos addressing these dynamics.
Read at RAIN News
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