Isabelle and Anna were shooting these past few weeks.

Or were they recording?

The frontier between a podcast and a video have been blending for a few years now, nothing new here, but the industry has really been shaping itself around the fact that anything audio now almost always requires a visual element to it.

The past years have seen radio stations starting to shoot their shows, some even getting broadcasted on “television” (quotation marks intended). Traditional media have moved to regular shows (The New York Times Daily is a classic example).

While Anna and Isabelle were wrapping days in studio for new episodes on a podcast series we’ve been involved in for a few years, another client received its order of video equipment for its studio we are building them… for recording podcasts.

And throughout all this, our content strategies have more and more involved recommendations of starting au audio-video series of some sort.

Want to get your content team up to speed on this? Organize a team workshop or one-on-one coaching with an expert of our team. You can also book Alexandre to come and speak at your event!

Why?

There are multiple reasons for this:

1) It is easy to record and easy to edit

2) It allows audiences to adapt their content consumption to their preferred ways (hence allowing the brand to potentially reach more audiences)

3) There is an overall acceptance of the format “microphone in hand, long conversations”

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Struggling to get content out the door? A good content strategy required good prodution partners. Discover our capabilities in video, audio and editorial-SEO content production.

So, we’ve established why this shift to audio-visual content is happening from a creation and general audience perspective. But what does this reality, as highlighted in recent industry analyses, specifically mean for your brand? The implications are significant and point towards new avenues for connection and visibility.

Here are a few key strategic takeaways for brands navigating this video-infused audio world:

Meet your audience where they’re increasingly watching

The numbers don’t lie. Audiences are flocking to video formats for their podcast consumption. Platforms like YouTube have become dominant forces for podcast discovery and engagement, with some shows attracting millions of views per episode – figures that rival traditional television viewership over time. It’s not just YouTube; major streaming players like Amazon are actively incorporating video podcasts into their offerings, and even Netflix has signaled that video podcast content could soon be part of its platform. For your brand, this means that an audio-only strategy might be missing a rapidly growing segment of your potential audience. Visibility on these video platforms is becoming paramount.

Unlock richer, more engaging advertising opportunities

The move to video doesn’t just mean a new place to put old ads; it opens up a spectrum of more dynamic and integrated promotional possibilities. Think beyond the traditional pre-roll. With video, brands can achieve deeper integrations: hosts can visually showcase and interact with your product, on-screen banners can reinforce your message, and the entire environment can be branded. Imagine your product not just being mentioned, but seen in use, or your logo subtly present throughout a popular segment. Media companies are now able to offer these more immersive “linear TV style” spots alongside host-read endorsements that now have a visual dimension. This creates more memorable and impactful brand interactions.

Align with high-quality, influential content

We’re seeing a marked increase in production quality, with significant investment pouring into creating polished, engaging video content. High-profile personalities, from TV stars to champion athletes like the Kelce brothers or LeBron James, are launching highly successful video podcast series, attracting massive followings and signing substantial deals. For brands, this professionalization of the space means opportunities to associate with credible, well-produced content that commands attention and respect, lending that same aura to your brand through partnership.

Tap into passionate communities, especially in niches like sports

While the video podcast trend is broad, certain areas, like sports, are seeing explosive growth and deeply engaged fanbases. Shows hosted by athletes or discussing sports are not just popular; they’re becoming valuable media properties in their own right. These “digital content series,” as some are now calling them, offer brands a direct line to highly dedicated and enthusiastic communities. Consider if there are niche video podcast genres, like sports, that align closely with your target demographic, offering a potent way to connect with passionate consumers.

Struggling to get performance out of your content? If your content team is living through content chaos on a daily basis, schedule a quick call with us to discuss Content strategy and content operations. We can help you get all your ducks in a row.

The lines are indeed blurring, and what we used to call a “podcast” is rapidly evolving into a more encompassing “digital content series” where video often comes first. This isn’t just a trend for content creators; it’s a strategic imperative for brands looking to stay relevant and effectively reach their audiences in increasingly dynamic ways.

Want to dive deeper into how media companies are pitching these new opportunities? You can read the full CNBC article on the 2025 Upfronts here.

Or, if you’d like to discuss how your brand can strategically leverage the power of “audio-visual” content, simply reach out to one of our experts. We’re never too far!