The Death of Podcasts and Rise of Vodcasts
The podcast world has undergone significant transformation since the pandemic. If you were to ask someone to describe the medium just five years ago, they would have talked about an audio-driven form of content, which they tuned into while taking a walk or completing chores around the house. The idea for a podcast was born when Adam Curry (a former MTV VJ) and Dave Winer (a software developer) wanted to develop a way to download broadcast radio segments onto an iPod. Hence its name; a combination of iPod and broadcast. Since their inception in 2004, podcasts have grown to be an accessible and expansive source for information, entertainment, and inspiration. The earliest shows were first made accessible on a website called Libsyn, short for Liberated Syndication. Listeners often tuned into episodes from popular shows including Mugglecast, dedicated to Harry Potter, or Mommycast, covering topics of motherhood and parenting. They required just one of our five senses: listening.
Today, however, this is no longer the case. Our generation is one with an insatiable hunger for digital stimulation. The growing preference for video content in podcasts reflects this cultural trend towards a constant need for content consumption. In an era of information overload and short attention spans, the visual component satisfies the desire for quick, engaging content that occupies both our auditory and visual senses. A poll from Morning Consult released in January reported that 32% of Americans prefer listening to podcasts with video. This transformation of the medium comments on our decreasing ability to engage with long-form, in-depth, audio content and discussions.
In the process of adapting to the needs of a new generation of viewers instead of listeners, challenges for content creators arise. A form of content creation that was once characterized by low barriers to entry — where creators could begin producing with minimal recording equipment — has now seen a drastic increase in prerequisites. Additional resources are required for designing a set and filming in addition to recording solely audio. Capturing and editing this additional media presents more hurdles for aspiring creators as well as existing podcasters, who feel the pressure to make the transition to video-podcasts.
It’s important to consider which key players in the entertainment industry are incentivizing the shift towards “vodcasts.” Global streaming platforms like Spotify have signed exclusive, multimillion-dollar deals with popular podcasters in recent years, which not only require them to adopt video elements to attract a wider audience, but to expand their opportunity to sell advertising space within the episodes’ commercial breaks. Notable contracts include partnerships with shows like The Joe Rogan Experience with Joe Rogan, Call Her Daddy with Alex Cooper, and Anything Goes with Emma Chamberlain. It is reported that Spotify’s exclusive rights to a three-year deal with Call Her Daddy was worth more than $60 million. Viewers can access the video-content exclusively on Spotify. Because podcasting has become such a profitable venture for those who already have an established social media presence, the industry has become inundated with shows from influencers and celebrities who have the means to invest in quality production equipment. The saturation of the market with bigger creators further inhibits the ability for smaller creators to gain traction.
Additionally, the rise of short-form video content on platforms like TikTok and Instagram Reels has exacerbated the need for podcasters to create easily shareable, clippable material, further reinforcing the standard of video-centric content. Audiences are increasingly consuming podcast content in bite-sized clips rather than listening to full episodes. In order to try and convert potential audience members from social media viewers to Spotify streamers, creators must adapt their strategies with short promotional teasers, reels, and TikToks that will hopefully prompt scrollers to seek out the full episode.
The transition of podcasts from audio-centric to video-dominated signifies the constantly evolving nature of the digital content landscape, as well as the habits of its consumers. While the integration of video elements engages a wider demographic of viewers and offers new opportunities for entertainment and storytelling, it also presents challenges that impact the authenticity and accessibility of the original podcast format. One of the most beautiful liberties that a podcast used to afford its creators was the sole focus on the content of their speech. Listeners would go years without ever putting a face to the voice that they listened to. How many potential podcasters has the camera deterred from getting started? Moreover, if podcasters did not have the burden of creating clickbait clips for social media channels, how would the tone and focus of their channel shift? As the industry continues to evolve, creators and audiences alike must navigate the balance between visual appeal and the essence of unfiltered, meaningful conversations.
