Survey Suggests Video Podcasts Are Creating Two Distinct Podcasting Industries.

A new analysis from The Podcast Host finds that the rise of video shows is creating a split in podcasting, with audio-only and video-driven productions emerging as two distinctly different mediums in terms of cost, workflow, and creative approach.

The findings come from a survey of 558 creators by the UK-based hosting and monetization platform to better understand what drives independent podcasters and how they balance the realities of time, money, and creative purpose. While video may seem like a simple format extension, the data shows that creators who publish on-camera operate with different habits, budgets, and expectations than audio-only producers.

One of the biggest gaps is production time. According to the report, 45% of audio-only creators spend more than six hours per episode vs. 36% of video podcasters. The Podcast Host attributes the difference to editing styles. Audio shows often rely on polishing, structure, and storytelling, while video creators tend toward “chat-show” formats with quicker turnarounds.

At the same time, video podcasters spend noticeably more money. Nearly half of video creators report spending more than $50 per month on their shows, vs. just over a quarter of audio-only podcasters. Cameras, lighting, studio aesthetics, and multi-platform publishing all drive higher overhead.

The survey also found clear distinctions in show format. Slightly more than a third (36%) of audio-only creators are more likely to operate solo, while four in ten video shows use an interview format — a structure that aligns naturally with on-camera talk shows. Video creators also publish more frequently, with 52% releasing weekly vs. 42% of audio producers.

The Podcast Host says these differences point to a deeper structural shift and an emerging reality that video and audio may no longer be two versions of the same craft. Instead, it suggests in a blog post detailing the findings that the two formats increasingly represent parallel industries — one leaning into fast, conversational output designed for visual platforms, the other centered on narrative, production, and polish.`

The report also raises concerns that the industry could become overbalanced toward video if advertisers and platforms direct more investment to high-volume, on-camera programming. That could place pressure on audio-first formats such as documentary, narrative fiction, and deeply edited storytelling.

Still, The Podcast Host argues that podcasting is healthiest when both sides grow. Video expands reach and platform visibility, while audio preserves the craft, creativity, and intimacy that built the medium. “The key is ensuring one side doesn’t squeeze out the other as podcasting continues to evolve,” it says.