
Podcasts have long been a popular news and information source, and the various news networks—along with podcast companies like Wondery—have been steadily building their catalogues to meet the growing demand.
However, a shift has emerged in the industry: Listeners also want to watch what they’re listening to, which has resulted in podcasts transitioning from an audio-first format to one that embraces video.
According to Variety, YouTube has been the biggest beneficiary of the rise of video podcasts. The social media platform recently revealed that one billion viewers visit the site for podcast content.
Former CNN head Jeff Zucker has commented on YouTube’s growing power. “Today, YouTube is television,” he told Variety. “It’s so many businesses wrapped into one—short-form video, long-form video, live, cable TV. I don’t think any media company today can ignore YouTube. It’s too big and too powerful.”
Sure enough, news networks including Fox News, NewsNation, and CBS have been adding video-enabled podcasts to their YouTube pages. So far, the content features a mix of full broadcast episodes of linear and streaming programs—although several of those remain audio-only—or podcast-specific programming.
NewsNation has one of the more extensive video podcast catalogue with five on-camera shows, including Entin Across America with Brian Entin, Reality Check with Ross Coulthart, and Missing with Marni Hughes.
“We have had remarkable success sharing NewsNation content on these platforms,” said Michael Corn, NewsNation’s president of programming and specials tells TVNewser. “The audience is clearly different than the traditional TV news watchers and it’s growing fast.”
CBS News is also expanding its YouTube video podcast catalog, which already includes shows like The Takeout and Missing Justice. The most recent addition is the Anne Marie Green-hosted 48 Hours: Post Mortem. Even before the video extension, Post Mortem was already one of the network’s most popular shows; according to the The Hollywood Reporter it ranked among last year’s top podcasts.
Looking at other news networks, Fox News’ offerings include Kennedy Saves the World and The Fox News Rundown; Newsmax’s YouTube page hosts The Gerry Callahan Show and The Newsmax Daily with Tony Marino; and Univision features Desiguales, Todos Opinamos and Siéntese Quien Pueda Más Pa’ Hablar.
As the market for video podcasts expands, expect news outlets to see how the format can help them engage audiences beyond linear and streaming.
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