One conversation.
More ways to connect.
Discovered in a feed. Watched on the sofa. Listened to on the way to work. Acast’s latest research makes a strong case for planning your business podcast across audio, video and social clips.
of surveyed podcast consumers use both audio and video.
discover new shows through podcast clips on social media.
of podcast sessions are deliberately chosen.
Source: Acast, Podcast Pulse 2026, global PDF edition, pp. 5, 20 and 31. These are survey findings, not promised results for a show.
For a business planning a podcast, the decisions can quickly become technical. How many cameras? Which microphone? Should the episode go on YouTube, Spotify or LinkedIn?
Those choices matter. Start with the person you want to reach, though, and a more useful question emerges: how will this conversation fit into their day?
Your audience moves between formats. Plan for that.
In Acast’s global report, 88% of surveyed podcast consumers use both audio and video. The same person might watch an interview one evening, then listen to another episode while driving the next morning.
For your business podcast, that makes a practical case for recording a conversation that works in both settings: video that reflects your brand, and clear, well-balanced audio that stands on its own.
When a guest refers to a chart, a product or something happening in the room, give listeners enough spoken context to follow it. Small production decisions can make the same episode easier to enjoy wherever someone finds it.
Give people a good first encounter with your show.
Acast reports that 51% discover new shows through podcast clips on social media, ahead of recommendations from friends and family at 40%. It also reports that 63% of clip viewers go on to consume the full podcast.
That gives clips a clear purpose: let someone experience a useful idea, a compelling answer or an interesting guest before asking them to commit to a longer episode.
A strong clip should make sense on its own. Start where the interesting part begins, add enough context and make the route to the full episode clear. Adapt the opening, captions, framing and pace to the platform where you are publishing.
Clips give people a way in.
Full episodes give them time to connect.
Give the full conversation room to do its job.
The report finds that 73% of podcast sessions are deliberately chosen. That suggests a different kind of opportunity from a brief appearance in someone’s feed: people are actively making time for a show.
For a business, a thoughtful interview can give potential clients space to understand how you think. They can hear the explanation behind an opinion, follow a real example and get a feel for the people behind the organisation.
The production should support that experience. Clear sound, comfortable pacing and purposeful camera changes help people stay with the conversation. Give the episode a subject worth exploring and a reason to keep listening.
Your video could end up on the biggest screen in the room.
In the global PDF edition, 53% of video podcast viewers consume them in the evening, while 29% watch on a connected TV.
Someone may discover you through a vertical clip, then choose to watch the full conversation on their television. That is a useful reason to care about lighting, framing, a considered set and graphics that remain readable.
Plan the recording with both uses in mind: a full episode that looks professional in landscape, and camera coverage that gives the editor useful options for social clips.
Build the session around three useful outputs.
Our takeaway at Podcast Studio Glasgow is straightforward: decide how you want to use the conversation before you record it. A complete publishing plan can bring together three complementary outputs.
The full video episode
A professionally edited conversation for viewers who want the complete discussion. Give it a clear title, a strong thumbnail and an opening that establishes why the topic matters.
The audio edition
A properly balanced listening experience for people on the move or taking a break from screens. Keep the explanation, essential information and next step understandable without pictures.
The social clips
Selected moments shaped for the feed: a useful insight, an honest answer or a point that invites discussion. Each clip needs enough context to stand alone and a clear connection to the show.
You can choose the level of support that suits your team. We offer podcast editing and post-production alongside studio recording, with social content options for the moments you want to share.
Follower count tells you part of the story.
Follower growth is useful, but it cannot tell you everything about the health of a business podcast. A clip, an audio episode and a full video have different jobs. Assess them against the role you want each to play.
Look at reach, discovery sources and visits to the show or full episode.
Review listening or viewing time, retention and repeat consumption where available.
Look for relevant comments, shares, questions and feedback from your intended audience.
Track useful website visits, enquiries and conversations with prospective clients.
A useful review brings these signals together over time. It gives you a better basis for deciding what to improve than judging the show by its follower count alone.
Make a podcast people can find.
And want to spend time with.
Tell us who you want to reach, what you want to talk about and how often you want to publish. We’ll help you plan the recording and the finished content, from a studio session to a regular production partnership.
