A recent study by the Podcast Marketing Academy and Lower Street delves into the cost-effectiveness of producing video alongside audio for podcasts. The findings suggest that while audio remains a strong medium for audience attention, incorporating video can lead to increased consumption across both formats, despite a significant rise in production costs and staffing.
The Cost of Video Production
The study, which surveyed over 300 respondents, highlights a substantial increase in expenses when adding video to podcast production. On average, the cost per "hour of attention" jumps by 77% when video is included. This is largely attributed to increased staffing needs, which can rise by approximately 50%, and a more than threefold increase in production costs.
Video's Impact on Consumption
While the financial outlay for video is considerable, the research indicates that it can yield positive results in terms of audience engagement. The addition of video has been shown to drive further consumption of both the video and audio components of a podcast. This suggests a potential return on investment for podcasters willing to navigate the increased production demands.
More about video podcasts:
Staff Report
Dan Craft
Staff Report
