News publishers adapt podcast strategies as video consumption grows

News podcasting is undergoing a major transition as publishers increasingly expand into video formats while experimenting with new subscription and advertising models, according to a new Reuters Institute report.

“The changing shape and new economics of news podcasting: From listening to watching, from podcasts to shows,” written by Nic Newman and published May 7, examined how publishers and audiences are adapting to changes in podcast consumption, platform distribution and monetization.

The study included interviews with publishers including The New York Times, The Guardian, The Economist, Financial Times and Die Zeit, along with audience research conducted in the United States, the United Kingdom and Norway.

The report said publishers have accelerated efforts around video podcasts in response to platform strategies from YouTube, Spotify and Apple, which have increased support for video-based content and discovery tools.

The study found that conversational and personality-led podcasts have become more prominent, while highly produced documentary-style audio series have declined because of higher production costs and weaker monetization opportunities.

“Podcasts that were taking two or three days to turn around weren’t necessarily what the audience wanted, or at least it wasn’t the only thing they wanted,” Phil Maynard, head of podcasts at The Guardian, said in the report. “They also wanted reactive stuff, and they wanted the people that they trust most to tell them what’s just happened.”

Researchers found that audiences often use both audio and video formats depending on context. Video podcast consumption was strongest in the United States, while users in Norway remained more resistant to watching podcasts on video platforms.

The report also said podcasts continue to play a role in audience acquisition and retention strategies for publishers, particularly among younger consumers. Some companies, including The Economist, Die Zeit and The New York Times, have introduced podcast-specific subscription offerings or premium audio tiers.

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At the same time, publishers expressed concern about the costs and editorial implications of producing video podcasts. Several organizations said narrative and investigative productions remain better suited to audio-only formats, while conversational shows are easier to adapt for video distribution.

The report said the growing overlap between podcasts, streaming video and creator-driven programming is also changing how media companies structure production teams and monetize content.

“As podcasting continues to evolve to a bimodal channel (audio-only or video), we see a new category of narrative influencers emerging,” Greg Glenday, CEO at Acast, said in the report.

Reuters Institute said the shift toward multi-format podcast production is likely to continue as publishers balance platform distribution, subscription strategies and audience engagement.