To video or not to video? Inside the biggest debate in podcasting and how it could shape the industry's future
from Cumulus Media and Signal Hill found that YouTube was the preferred platform among listeners to access podcasts overall, beating out Apple and Spotify.
But the rise of video has sparked a backlash in the podcast community as well. For one, it can favor certain types of shows — chatty, personality-led, interview concepts — over others. "We really like to push our creators regardless of their discipline to create more video content, because we find in the data that video content just performs a lot better on social," said Joe Gagliese, cofounder and CEO of talent-management company Viral Nation, which just launched aThe powerful algorithms on short-form platforms, particularly TikTok, can skyrocket a video creator into fame, and podcasters are increasingly using them to find audiences.
Podcast-production companies are also hiring video specialists to master the art of social media. UK production company Listen hired a producer with a TV background to oversee its video efforts.
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