"“The discovery mechanisms for video are much better. Video as a medium is extremely personable and transferrable,” Nina Lassam, vice president of audio and video news at The New York Times, told Nic Newman, the report's author and a senior research associate at RISJ. “People share clips on Instagram, on TikTok, and on YouTube Shorts. I think the audience is new, and I think it is bigger.”"
"“Podcasts that were taking two to three days to turn around weren't necessarily what the audience wanted, or at least, it wasn't the only thing they wanted. They also wanted reactive stuff, and they wanted the people that they trust most to tell them what's just happened.” So The Guardian launched The Latest, a daily 10-minute video podcast, as a spinoff of its deep-dive Today in Focus."
"“Podcasts fit well into my routine because they allow me to stay informed and entertained without needing to dedicate exclusive time to them,” Ben, a 23-year-old from the U.K., told RISJ."
"In interviews with 50 regular news podcast consumers from the U.S., the U.K., and Norway, RISJ found that people switch back and forth between audio or video depending on where they are, and may primarily be listening even if they have a video of a podcast on. “If I am working remotely from home and don't have anything going on, I wo"
Large publishers view video as a major future for podcasts while continuing to invest in audio. Many young people associate “podcast” with YouTube, and video offers stronger discovery through platforms like Instagram, TikTok, and YouTube Shorts. Video is described as personable and easily shared, helping attract new and larger audiences. Publishers are also moving toward daily, reactive, conversational news podcasts rather than expensive, highly produced long-form series. Listeners value podcasts because they can stay informed and entertained without setting aside exclusive time. Research with regular news podcast consumers shows people switch between audio and video depending on their activities and may listen primarily even when video is available.
Read at Nieman Lab
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