Audio vs Video Podcast: Which Is Better?
It's the question every podcaster faces eventually. You've got a show — or you're about to launch one — and you're wondering whether you need a camera pointed at you as well as a microphone in front of you.
The honest answer is: it depends on what you're trying to achieve. But the data has shifted significantly in one direction over the past two years, and if you're building a show for growth, you need to understand why.
What's actually happening out there
YouTube now has more than one billion monthly podcast viewers worldwide. Variety
Let that land for a moment. In the US, about 31% of weekly podcast listeners now choose YouTube as their preferred platform — ahead of Spotify at 27% and Apple Podcasts at 15%. Variety
In 2020, video podcasts made up 18% of all podcast content. By 2025, that figure is 36%. Audio-only podcast creation has remained essentially flat—up just 4% last year—compared with 28% growth in video-based shows. Zebracat
56% of podcast fans watch and listen equally, while 40% of listeners who primarily consume audio still occasionally watch episodes. TheWrap
The trend is clear. Video is no longer a niche add-on — it's where the growth is.
But here's the nuance most articles miss
Before you panic-buy a camera and ring light, it's worth noting that despite the surge in video, 92% of podcast consumers still say they "listen" to podcasts.
Only 8% say they exclusively watch. Westwood One
Almost half of listeners who consume podcasts on YouTube simply listen — they don't actually watch — even when a video version is available. The Podcast Host
This means that video and audio are not competing formats. They're the same content reaching the same audience in two different ways, on two different platforms, at two different times of day. Your listener might watch your episode on their TV in the evening and listen to it again on their morning run.
The smartest approach isn't choosing one over the other. It's producing video in a way that also works perfectly as audio.
What a video podcast actually gives you
Producing a video version of your podcast does several things that audio alone cannot:
Discoverability on YouTube. YouTube is a search engine. People search for conversations, topics, and experts on it the same way they search on Google. An audio file on Spotify relies on listeners already knowing you exist. A video on YouTube can find new audiences through search and recommendation. With 2.49 billion monthly users, publishing your video podcast to YouTube dramatically expands your potential reach. Sweetfishmedia
Social media fuel. A 45-minute video episode gives you a clip library. Thirty seconds of a sharp exchange, a strong opening statement, a moment that makes someone laugh — these travel on Instagram Reels, LinkedIn, and TikTok in a way that an audiogram never quite does. 85% of companies now capture video when producing podcasts, and 65% post short clips weekly. Content Allies
Deeper audience connection. Facial expressions, body language, the energy in the room — these are things audio can't carry. Video makes the conversation feel more human, more present. Average viewer retention for video podcasts is 2.7 times higher than for audio-only formats on mobile. Zebracat
Better monetisation. The average CPM for video podcasts on YouTube is £18.60, compared to £12.40 for audio-only — and podcasts with video earn an average of 24% higher CPM across all platforms. Zebracat
What audio still does better
Audio isn't going anywhere. It reaches people in moments video simply can't — driving, running, cooking, commuting. These are not passive half-attentions; podcast listeners are remarkably engaged. Over 90% of people who start a podcast episode listen to most or all of it. Lower Street
Audio is also easier to produce consistently, cheaper to distribute, and demands less from your guest. If you're recording a sensitive conversation, an interview with someone camera-shy, or a show where the subject matter matters more than the visual, audio-first still makes complete sense.
The point isn't that audio is dead. Producing video costs less than most people think and delivers significantly more.
Why multi-camera video podcasts matter more than one camera
If you decide to record video, the biggest production mistake is pointing a single static camera at the host and calling it done. One fixed angle gives your editor nothing to work with. There are no cuts, no coverage, no way to remove a stumble or tighten a rambling answer without it being obvious.
Multi-camera recording — a wide shot, a close-up, perhaps a cutaway angle — gives your editor real material. It's the difference between footage and a proper show. The episode feels watchable rather than like a recording of a meeting.
At Podcast Studio Glasgow, every video recording session is set up with multiple camera angles as standard. You're not just capturing a conversation — you're capturing it in a way that can be properly edited and presented.
What this looks like at the Podcast Studio Glasgow
Whether you're starting fresh or adding video to an existing audio show, here's how we approach it:
Ad hoc studio sessions start at £75 per hour. You come in, we set up the full multi-camera rig, record your episode with broadcast-quality audio through our Rode Procaster and RODECaster Pro chain, and hand you the raw files to edit yourself or pass to your own production team.
Full production and editing are available if you'd rather not handle post-production at all. We handle the edit, audio mix, video grade, and short-form clip cuts for social, you leave with a finished episode ready to publish.
Both options are available on a standalone basis. If you want a more structured, long-term setup, our Production Partner Programme offers six monthly studio slots with the full production workflow built in — remote guest capability included. There are currently six places available at £1,500.
| Audio only | Video + audio | |
|---|---|---|
| Platform reach | Spotify, Apple Podcasts, other audio apps | All audio platforms plus YouTube — now the #1 podcast platform with 1 billion monthly viewers |
| Discoverability | Listeners need to already know you exist | YouTube search and recommendation finds new audiences for you |
| Social media content | Audiograms and quote graphics | Short video clips for Reels, LinkedIn and TikTok — 65% of video podcasters post clips weekly |
| Audience retention | 90%+ listen to most of an episode | 2.7x higher retention than audio-only on mobile |
| Episode completion | Strong — audio listeners are highly engaged | 56% of listeners more likely to finish an episode when it includes video |
| Monetisation (CPM) | ~£12.40 average CPM | ~£18.60 average CPM — 24% higher across all platforms |
| Growth rate (2025) | 4% growth in new audio-only shows | 28% growth in new video-based shows |
| Best for | Getting started, sensitive topics, commuter audiences | Growth, social distribution, YouTube discoverability, higher revenue |
So which should you choose?
If you're just starting out and resources are tight, launch with audio, do it properly, and build the habit of consistency. A well-produced audio show beats a poorly produced video show every time.
If you're ready to grow and you have a clear audience in mind, record video from day one. The marginal cost of adding a camera to a well-produced studio session is small. The upside — YouTube discoverability, social clips, higher engagement, better monetisation — is not.
And if you're already running an audio show, adding video doesn't mean starting again. It means recording your next episode in a proper studio and letting the content you're already creating work harder across more platforms.
The format war between audio and video podcasting is a bit of a false choice. The real question is whether your production quality is good enough to make either one work.
Podcast Studio Glasgow | 279 Abercromby Street, Glasgow | podcaststudioglasgow.com
