What Is a Video Podcast?

Key takeaways

• Video podcasts build trust and familiarity, letting people get to know the thinking behind your brand.

• A show gives you more opportunities to be discovered across platforms and formats. 

• You can measure more than reach to see if the right people stay to take action that supports your business goals.

Starting a podcast without video is like using a smartphone just to make calls. It still works. You’re just leaving a lot of possibilities untouched.

For brands, video gives people more ways to discover your show and get to know the people behind your business. A useful conversation can introduce your expertise, show how you think and give someone a reason to come back.

Here’s how video podcasts for brands can work, how to choose the right format, and how to tell whether your show is building the audience you want to reach.

What Is a Video Podcast?

A video podcast is a podcast with a video component, published on YouTube and Spotify as well as the usual audio apps. Most feel like talk shows with two or more people having a good conversation, but what that looks like can vary a lot depending on what the show is for.

It can start out as a long-form conversation, then become an article on a newsletter or blog, get repurposed as native social media clips or become a dedicated video answering a specific question.

Making it a video-first production creates more opportunities for people to engage: listening on the commute, catching a clip on their phone, or putting it on the big screen at home.

In simple terms, a video podcast is just a podcast with video, but what that looks like can be a lot of things. A podcast can exist as a video-first show that gets audio distribution, it can be a condensed video-only cut of an extended podcast show, or it can be clipped into short-form content for top-of-funnel reach.

Should I Start One Myself?

For most brands, yes. Here's where podcast audiences already are:

• According to YouTube, there are over 1 billion monthly users on the platform consuming podcast content. [1], [2]

• Nearly two-thirds of podcast listeners on Spotify say they prefer podcasts with video. [3]

• In an interview with The Media Leader, Josh Partridge, Spotify's head of EMEA sales, says users who watch podcasts consume 1.5 times more content than audio-only listeners. [4]

This makes video the default starting point for podcasts today.

Audio-only still has its place, especially if you're working with a tighter budget, your concept is built around sound, or your priority is serving an existing audience rather than reaching a new one. But with the advancement of generated content, seeing people in a long-form conversation is one of the last places on the internet where audiences still have trust, while also giving you mass discoverability.

The Case for Incorporating Video

The benefits of a video podcast go beyond brand awareness.

A show can build trust, demonstrate your expertise and give potential customers a reason to get to know you before a sales conversation. Video shows the expressions, reactions and demonstrations that can make ideas easier to follow.

Angi's Own It with Angie Hicks shows how this can work. Its conversations tackle decisions homeowners actually face, such as whether to renovate or move and where to spend a limited budget. That gives the brand a useful role in someone's life before they need to hire a professional.

Video podcasts are also particularly well positioned for AI search.

Through their information density and natural language, a single conversation can generate valuable source material and can be discovered by people way beyond the active audience.

People who tune in do it when they're most receptive: while commuting, exercising or doing chores. Not the mindless scroll-and-swipe moments. This is focused engagement that doesn't exist anywhere else in the B2B marketing stack.

The research backs this up. Signal Hill's branded-podcast research found that 61% of respondents said an episode made them feel more favourable toward the brand.

To help get others on board, we put together a full guide on how to pitch a branded podcast to your CEO.

Types of Video Podcast Formats

For a conversation-based show, there are two main ways to record. You can bring people together in person or connect remotely. Each has benefits, and the right choice depends on your guests, budget and the experience you want to create.

Video podcast formats range from full episodes to shorter edits and social clips.

Let's look at the most common ways video podcasts get produced and distributed in detail.

In-Studio Recording

Bringing people together in the same room creates space for a natural conversation. Guests can read each other's body language, pick up on reactions and settle into the exchange without a screen between them.

The setting also becomes part of your brand. A relaxed living room, a workshop or a carefully lit studio each creates a different mood before anyone says a word.

For example, Kit's founder Nathan Barry brings guests together for recordings and dinner, turning a studio session into a chance to build relationships with him, each other and the brand.

That premium experience requires the right resources. You need a suitable space, professional lighting and sound, multiple cameras and a way to get everyone there at the same time.

Guest availability and travel alone can make remote recording the more practical choice.

Remote Interview

Remote recording opens your show to guests who might never make it to your studio.

Someone across the world can join without flights, accommodation or a day away from work.

The essential video podcasting equipment is accessible. A camera and microphone at each end, plus a stable internet connection. Dedicated recording tools capture each person locally, giving you high-quality files to work with.

But a remote interview doesn't have to look like a Zoom call. Just because you record in front of a computer doesn't mean it has to look like you're sitting in a meeting. There are plenty of creative ways to use set design, lighting and editing to make a remote interview look fun.

Dr. Sharon Chirban does this effectively on her show The Quiet Tension.

Narrative and B-roll

Not every video podcast is two people at a table. Narrative shows mix interviews with B-roll, archive footage and on-location shooting, so the visuals carry the story as much as the conversation. It's the most work to produce, but it's the format that feels closest to TV. Mutual of Omaha rebuilt its 1960s TV brand as the Wild Kingdom video podcast this way, for a younger audience.

Remote Interview

A full video episode gives the conversation room to develop. Viewers can follow the reasoning behind an answer, hear the unexpected follow-up and get to know the people speaking. But long-form doesn't mean unedited.

For a good audience experience, only keep the parts that serve the audience, and give them a reason to stay from beginning to end.

In-Studio

The video version and the audio version of your show don't have to be identical. You might keep the full conversation exclusive to audio and create a standalone video built around one compelling question. That edit gives a platform-native entry point that can answer a specific question or highlight a particularly valuable insight.

On MoneyWise you can see how those "episodettes" complement the full episodes.

Social Clips

Engaging clips give people another way to discover your show in idle moments. A surprising observation, a divisive statement or a unique idea can introduce it to a very general audience and offer you more brand awareness.

Each clip should offer something worthwhile on its own, while giving interested viewers a reason to seek out more.

How Do I Start and Grow a Show?

Starting a video podcast has never been easier, but there's plenty of forgettable content out there.

To create a show that connects with people, you should know who you are making it for, what you want to achieve with it and the point of view you offer.

With a strategy in place, video podcasts allow us to build trust and authenticity, invite our audiences into the conversation, and make genuine connections with them. That creates unique opportunities to stand out with intentionality and deliver real value to customers, partners and prospects.

Choose a setup and format you can sustain, that helps you reach your goals.

When you start publishing content online, it's easy to get focused on views and impressions. They help you see reach, but arguably it's more important to know who stays, who returns and who starts a conversation because of your show.

Those are the relationships you're building toward.

Frequently Asked Questions

Do podcasts have video, or can they be audio-only?

Podcasts can be either. Video is a sensible starting point if you want to reach new audiences across platforms. Audio-only can be a better fit when your concept relies on sound, your budget is tighter or your audience primarily listens on the go. Choose a format you can sustain without compromising the quality of the show.

Is a video podcast worth it for a B2B brand?

Yes, if it gives the people you want to reach something worth their time. A podcast lets potential customers hear how you think, understand your expertise and get familiar with the people behind your business. A focused show reaching relevant decision-makers can serve your business better than thousands of views from people who will never need your offer.

Can we turn our existing audio podcast into a video podcast?

Yes, and you don't have to rebuild the show from scratch. Start by recording video alongside your next episodes, with attention to framing, lighting and sound. Then decide what deserves to become a video: the full conversation, a focused edit or individual clips. Your audio and video versions can serve different viewing and listening habits.

How do you measure whether a video podcast is working?

Start with the outcome you want, then look beyond views and downloads. The ARC framework breaks measurement into three questions:

• Attention: Are people finding the show, clicking and staying?

• Return: Are they coming back?

• Conversion: Is the show contributing to your goals?

Read in order, those signals tell you whether the right people are finding your show, staying, and taking action toward your goals.

Partner with the Right People

Like every good product, a video podcast is built by bringing the right people together. At Lower Street, we help brands make shows that bring real impact to their business, not just chase empty views.

Sources

1 - YouTube Official Blog. "Drop the mic: Celebrating 1 billion monthly podcast users on YouTube." February 26, 2025.

2- YouTube Official Blog. "New YouTube Premium features podcast fans will love." May 28, 2026.

3 - Spotify Newsroom. "The Spotify Partner Program Expands to Nine New Markets, Giving More Creators New Ways to Monetize Their Content." March 27, 2025.

4 - The Media Leader. "Vodcasts: Is it the future of podcasting?" .