As podcasting continues to evolve into a powerful content marketing strategy, business owners are increasingly faced with a critical decision: Should I launch an audio podcast, a video podcast—or both?

The answer depends on your audience behavior, marketing goals, industry niche, and content strategy. In today’s hybrid digital environment, the most successful businesses are creating tailored podcast content that meets their audience where they are—whether commuting with earbuds in, or watching product demos on YouTube.

📈 Podcasting in 2025: Where the Market Stands

According to Edison Research and Spotify for Podcasters:

• There are over 5 million active podcasts worldwide in 2025.

• 67% of podcast listeners consume both audio and video podcasts monthly.

• 48% of consumers say they’re more likely to purchase from a business they follow via podcast.

• Video podcast watch time on YouTube has grown by 28% year-over-year since 2022.

This means podcasting is no longer just an “audio-first” medium—it’s become a multi-format content strategy for lead generation, education, and brand storytelling.

🎧 Why Choose Audio Podcasts?

Audio podcasts remain the gold standard for on-the-go consumption and are a great starting point for businesses with limited budgets or smaller teams.

✅ Benefits:

• Faster production and lower cost (no lighting, filming, or editing needed)

• Easily consumed during commutes, workouts, or multitasking

• Ideal for audiences with limited bandwidth or who prefer voice-only content

• Boosts website dwell time and customer engagement

Case Study:
Shopify Masters, an audio-only podcast by Shopify, features weekly interviews with ecommerce entrepreneurs. With over 500,000 monthly listens, it has helped generate inbound leads while educating their small business customer base—without ever producing a video version.

🎥 Why Use Video Podcasts?

Video podcasts are powerful when your product or service has a visual component—or when personal branding and facial recognition matter.

✅ Benefits:

• Drives higher engagement on YouTube, TikTok, and LinkedIn

• Allows you to demonstrate products, show behind-the-scenes footage, or introduce your team

• Enhances brand trust and visual storytelling

• Offers opportunities for repurposed short-form content (clips, reels, shorts)

Case Study:
The Ramsey Show, hosted by financial expert Dave Ramsey, started as an audio radio program. Since transitioning to video-first podcasting on YouTube, the show has surpassed 1.5 million subscribers and unlocked new sponsorship revenue streams—thanks to higher watch time and video monetization.

🤝 Still Can’t Decide? Try a Hybrid Strategy

Businesses in 2025 are increasingly opting for multimedia podcasting—recording both audio and video simultaneously to reach a wider audience across platforms.

🎤 Stat: According to Podnews Insights, 42% of top-performing podcasts in 2024 were released in both formats, giving audiences the flexibility to choose how they consume content.

🧪 Customer Feedback: Your Secret Weapon

Before launching, test your content with your actual audience.

🧩 Options:

• Poll website visitors about their content format preference

• Include a quick survey on your podcast landing page

• Ask your email list how they prefer to consume episodes

• Run a limited trial with customer panels and compare engagement metrics

🎁 Offer Small Incentives:

• Free downloads

• Discount codes

• Giveaway entries for survey participation

Case Study:
A SaaS company tested both formats using a customer panel of 50 users segmented by age, role, and device. Result: Video was preferred by younger audiences watching on mobile or desktop, while executives preferred audio during commutes. The company used this insight to launch dual-format content, increasing engagement by 39% within the first three months.

🛠️ Tools to Launch Your Podcast in 2025

• Audio Platforms: Spotify for Podcasters, Buzzsprout, Libsyn

• Video Hosting: YouTube, Spotify Video, Vimeo

• Recording Software: Riverside.fm, Zencastr, Descript

• Editing: Adobe Premiere Pro, DaVinci Resolve, Audacity

• Analytics: Podtrac, Chartable, YouTube Studio

🧠 Final Thoughts: Match the Format to the Message

Choosing between audio or video isn’t about what’s trendy—it’s about what best serves your audience, resources, and message.

• If your product is visual, your team is camera-ready, and you plan to grow your brand on YouTube or TikTok, video podcasts are your friend.

• If you’re educating, interviewing experts, or working with limited resources, start with audio—and expand later.

• If you want reach, flexibility, and cross-platform distribution, record both and let your audience choose.