Podcast production agency Lower Street has introduced a dedicated video podcast production service, expanding its offerings beyond audio content creation. The company’s founder and CEO, Harry Morton, announced the new service in a video shot outdoors with cattle in the background, using an unconventional setting to illustrate the company’s creative philosophy.
Morton said the approach reflects a belief that video podcasting should be more than simply repurposing audio recordings.
A Distinctive Video Podcast Approach
Lower Street’s video service aims to bridge audio and visual storytelling, helping brands create podcasts that engage viewers as well as listeners. The agency, which serves clients globally and includes more than 30 producers, creatives, and strategists, already offers end‑to‑end podcast production, strategy, and growth support. The addition of video production aligns with broader industry trends toward multi‑format content distribution as creators seek to maximize reach on platforms like YouTube and social media.
Industry Trends and Tools
At the recent SXSW Sydney event, YouTube’s Global Head of Podcasting, Steve McLendon, highlighted tools that podcasters can use to optimize visibility and audience engagement, such as creator collaborations and episode title A/B testing on YouTube. These tools support broader adoption of video and interactive elements in podcast distribution strategies.
Alongside production developments, independent podcasts have demonstrated notable performance in other media. For example, Master Plan: The Hidden Plot to Legalize Corruption in America reached the top of Amazon’s “Campaigns and Elections” category, underscoring opportunities for self‑published content to gain traction.
Other industry shifts include policy changes by platforms offering reinstatement opportunities for previously banned creators and investigative true‑crime podcasts contributing to renewed attention in cold cases, which in one instance led to an arrest.
Expanding Podcast Content Landscape
In addition to technical and platform developments, discussions at SXSW Sydney emphasized the importance of visual identity and format innovation in podcasting. As the medium continues to evolve, creators and brands are increasingly exploring video, optimization tools, and strategic production services to reach broader and more diverse audiences.
