Is Video Killing the Audio Podcast Star? A groundbreaking new report from Podcast Marketing Academy and Lower Street is shaking up the podcasting world, revealing the real cost of chasing attention in the audio vs. video debate. But here's where it gets controversial: while video podcasts promise greater reach and engagement, the report suggests the reality is far more nuanced, and the benefits might not outweigh the costs for everyone. And this is the part most people miss: it's not just about the format, but the strategy behind it.
In their Podcast Marketing Trends: Cost of Attention Report (https://podcastmarketingacademy.com/podcast-marketing-trends-audio-video/?utmsource=podnews.net&utmmedium=web&utm_campaign=podnews.net%3A2025-11-12), released on November 12, 2025, the companies analyzed data from 308 podcasters across four continents, multiple languages, and various formats and genres. These shows collectively boast over 50,000 episodes, 3.7 billion downloads, and 133 million YouTube views. The report dives deep into the metrics that matter, comparing audio-only and audio/video podcasts across key areas like cost per hour of audience attention, total plays per episode, monthly consumption time, revenue, production budgets, and even team size.
Jeremy Enns, founder of Podcast Marketing Academy, highlights a common misconception: “Many brands and creators feel pressured to jump on the video bandwagon to succeed. While platforms like YouTube offer unparalleled discovery potential, we wanted to uncover if the hype translates into tangible benefits—and at what cost in terms of time and resources.” This raises a thought-provoking question: Are we sacrificing the intimacy and accessibility of audio podcasts for the perceived glamour of video, without fully understanding the trade-offs?
The report’s findings are eye-opening. It breaks down metrics such as:
- Average cost per hour of audience attention
- Total plays per episode (audio-only vs. audio + video combined)
- Total monthly podcast consumption time
- Annual revenue and production budgets
- Time spent producing each episode
- Team size and show purpose
- Client acquisition and Lifetime Customer Value (LTV)
- Cross-platform audience sizes
Jackie Lamport, Head of Special Projects at Lower Street, notes a significant shift in client demands: “About 90% of brands now want video alongside their podcasts, and for good reason. Video platforms offer powerful tools to expand reach, engage audiences, and test strategies. But simply adding video isn’t a magic bullet. It requires intention, strategy, and high-quality production to stand out in a crowded field. Many shows fall short, with some videos barely reaching 50-100 views, which is a missed opportunity.”
This insight challenges the notion that video is always the better choice. It’s not just about the format but how effectively it’s utilized. Is the podcasting community overestimating the value of video, or are we underutilizing its potential?
Reflecting on the report, Enns offers a balanced perspective: “Whether you’re team audio or team video, this report will both validate and challenge your views. The key takeaway? Both formats have their strengths and weaknesses. The most important thing is to choose your path, commit to it, and maximize its unique advantages.”
The full report is available here, and it’s a must-read for anyone in the podcasting space. But we want to hear from you: Do you think video podcasts are worth the extra effort, or is audio still king? Share your thoughts in the comments below!
This press release is featured in Podnews, our daily newsletter covering podcasting and on-demand audio (https://podnews.net/). Minor edits may have been made for clarity and style.
