New data reveals a clear evolution in the podcasting landscape. While audio remains the dominant format for deep-dive analysis, video is winning the preference of the most engaged multi-format listeners. For industrial brands, this requires a smart, hybrid strategy that maximises the value of every subject matter expert’s minute.
For industrial communicators, the podcasting boom has long felt like the perfect solution to our biggest challenge: how to translate deep, technical expertise into engaging, accessible content.
The data confirms this. The 2025 Reuters Institute Digital News Report shows that 73% of news podcast listeners say the format helps them understand issues more deeply than any other medium. They are the natural home for the analytical, insight-rich content that builds true authority.
But while the value of audio is clear, a profound evolution in how podcasts are consumed is underway. New data from YouGov on UK listeners shows that while audio remains the most common format overall – with 43% of adults listening this way compared to 22% for video – a crucial trend emerges when we look at the most engaged audiences.
Among those who consume both audio and video podcasts, a slight preference for video appears and this is a leading indicator of where the market is headed, driven by younger audiences and underscored by future expectations. Half of multi-format listeners are watching more video podcasts than they used to, and a majority (59%) believe all podcasts will eventually be available in video.
This creates a strategic crossroads for every industrial brand, presenting two distinct paths to success.
But is it still a podcast if it’s a video?
It’s a fair question. The answer is yes. The distinction lies not in the technology, but in the strategic intent.
A traditional expert explainer video is designed to explain something. It’s typically short, scripted, and visually dependent.
A video podcast, on the other hand, is designed to explore an idea. It’s conversational, long-form, and part of an episodic series. Crucially, it must still be ‘audio-viable’. That means it must still provide a complete experience for the listener on Spotify or Apple Podcasts, while offering additional visual value for the audience on YouTube, for example
A podcast is not just a piece of content; it’s a commitment to building a ‘show’ and a loyal, subscribed audience over time.
Deep authority vs. broad influence
The path of the trusted expert is paved with audio. As the Reuters report shows, audio is the preferred medium for deep, analytical content. It serves the engineer who wants a detailed explanation of a new technology without visual distraction, or the procurement manager who needs to understand the nuances of a complex solution during their commute. This is a focused strategy. It’s about being heard and understood by the people who make critical purchasing decisions.
The path of the industry leader, meanwhile, is illuminated by video. The YouGov data reveals a powerful truth: the preference for video is driven by a desire for a ‘richer experience’, including the trust-building cues of body language and facial expressions. Crucially, it is the engine of modern discovery, with video fans far more likely to find new content via shareable social media clips and YouTube. This is an expansive strategy. It’s about turning your experts into visible, human personalities, building a compelling employer brand, and being seen by the wider community of talent, investors, and partners who shape your market.
Record one, atomise everywhere
You do not have to choose between being heard and being seen, however. The most efficient and effective strategy is a hybrid one that treats every podcast recording as the creation of a central ‘story asset’.
1. Plan for both: When you record your next expert interview, film it professionally. This single session is your one chance to capture all the raw material you need.
2. Publish strategically to serve every need:
• The audio-only version: Distribute the polished audio to Spotify, Apple Podcasts, and other audio-first platforms for the focused, multitasking listener.
• The full video: Publish the complete interview on YouTube, which both the Reuters and YouGov data show is a growing podcast platform.
• The social clips: Create a series of 30-90 second, high-impact video clips for social platforms such as LinkedIn and Instagram. This is how you turn a single deep-dive conversation into a month of influential content.
• The written transcript: Post the full transcript on your website as an ‘AI-ready article’ to capture search traffic and boost your GEO (generative engine optimisation – that’s appearing in AI responses).
• The media Q&A document: Distil the most insightful moments of the conversation into a concise Q&A document to pitch to key trade publications. This provides editors with high-quality, pre-packaged expert commentary that can save them time.
This ‘story first’ approach ensures one recording session fuels every channel, serves every audience preference, maximises the value of your experts’ precious time, and builds both deep authority and broad influence simultaneously.
Is your brand ready to navigate the new world of audio and video? To discuss how a podcast strategy can build your authority and influence, contact our team today.
Hannah Kitchener
Associate Director
About the author
Hannah is an associate director in the UK, leading strategic campaigns for industrial clients across the EMEA region. A professionally qualified journalist (NCTJ), she combines specialist sectoral knowledge in construction, energy, and materials handling with a strong network of trade media contacts to secure valuable coverage. Her expertise in inter-cultural communication, honed by degrees in modern languages and translation, is key to executing campaigns that succeed across diverse European markets.
