German podcast marketers and publishers: Audio podcasts are here to stay

The German podcast marketers and production companies Seven.One Audio, Axel Springer Audio, Audio Alliance, Acast, Studio Bummens, iq digital and Mit Vergnügen have published the whitepaper Audio podcasts – here to stay (in English) or in German), which takes a closer look at the advantages of audio podcasts compared to the trend of video podcasts. From flexible use and efficient distribution to cost-effective production – audio podcasts remain unbeatable!

The strong growth of audio podcasts continues. In addition to audio-only podcasts, the trend towards video podcasts has also been on the rise on the market for some months now. However, this trend is not equally sensible and beneficial for all podcasts… so it’s time to take a look at the many advantages of audio podcasts!

5 arguments for audio podcasts:

• Audio podcasts enjoy absolute platform freedom in distribution! The decentralized distribution of audio podcasts via RSS feeds enables podcast hosts to make their content accessible to a wide audience without being bound by economic conditions or technical specifications of individual tech platforms.

• Audio podcasts score points when it comes to monetization! Compared to YouTube, audio podcasts offer up to 16 times higher monetization opportunities. Video podcasts, on the other hand, face considerable monetization hurdles. Unlike audio, they cannot be played independently via ad servers. The control lies entirely with closed platforms, the so-called “walled gardens” such as Spotify, YouTube or TikTok, which therefore have access to control the advertising inventory as well as the advertising formats and prices. The structure of these walled gardens also makes it more difficult to book podcast reach, as advertisers have to place different ads for YouTube, Spotify and the RSS feed.

• Audio podcasts score with impressive listen-through rates and are real situational all-rounders! They achieve a 150 percent higher listen-through rate than video podcasts. While audio podcasts achieve an average of over 80 percent across all genres, the view-through rate for video podcasts on platforms such as YouTube is only around 33 percent. The reason for this is that podcasts can also be consumed on the side, e.g. while driving, at home

• Audio podcasts create a particularly intimate atmosphere! Without cameras and elaborate setups, the interviewees can express themselves in a more natural and informal way. This strengthens the authenticity and trust of the listeners and leads to unscripted conversations that appear approachable.

• Audio podcasts are lean and location-independent in production! They require minimal technical effort and time. In contrast, video podcasts require elaborate studio setups and extensive equipment. Copyright issues, findability in the mass of video formats and adherence to a regular publication rhythm also pose additional challenges. Video content also requires higher bandwidths, which entails additional costs.

Conclusion: There are podcasts for which a visual layer offers added value in terms of content, e.g. interview podcasts in studio situations. The video layer can also be a good marketing tool to generate attention on social media. However, podcasters should carefully consider whether the positive effects of switching to video podcasts outweigh the challenges and negative effects!

These and other arguments in favor of audio podcasts are discussed in detail, and illustrated with graphics and quotes from podcasters, in the white paper which is available for free download.