“This allows them to see my very real emotions come out as I take them through the story that we’ve spent countless hours preparing,” he says. Allen says fans tell him they prefer to watch his content. “Now, someone’s going to call that a podcast, whereas five years ago it was just a video on the war – or a vlog,” he says.īut video podcasting could open up a new horizon for creators. In the pre-podcast age, a content creator might have made an educational video about the first world war. “With the rise of the podcast, there’s more content that is positioning itself as a podcast,” says Wilson. Some believe an over liberal use of the term “podcast” is to blame for any confusion. “That’s the way the industry is going.” But this leads back into the swamp of semantics: if Serial was a video podcast, wouldn’t that just be a documentary? But if it was made in 10 years’ time? “Maybe,” says Steve Jones, content director at podcast company Crowd Network. If it was made today, the 2014 hit podcast Serial, an investigative analysis of the murder of a teenage girl, probably wouldn’t take the form a video podcast. “It makes our podcasts a little bit closer to something like reading a great book, where you’re encouraged to see the characters in the way that you envision them,” he says. But he cautions that for fictional podcasts, using your imagination can be part of the appeal. In response to the video podcast trend, QCode’s chief strategy officer, Steve Wilson, says the company is thinking about what kind of video elements could enhance the experience. QCode is a podcast company best known for its narrative fiction shows featuring Hollywood talent, high production values and immersive sound design, a number of which have been optioned for television and film adaptations. But there are types of podcasts where a move to video could shift the experience more fundamentally. This time, a medium is caught in the crossfire – raising the question of what differentiates a video podcast from the vlogs that YouTube first popularised.įor now, most video podcasts feature the hosts in the studio recording the audio – a genre of podcasts with a clear counterpart in TV talkshows. Much like the tendency of distantly related crustaceans to keep evolving into crabs, sooner or later platforms have a tendency to start cannibalising each other’s core features. Would it now be a video series? Photograph: Elise Bergerson/Serial Sarah Koenig and Dana Chivvis recording the hit podcast Serial. Even Gen Z’s beloved short-form video platform TikTok is thinking about launching a music service that would cover podcasts. It’s a sign of growing competition in the space that’s bad news for Spotify, which has invested about $1bn in podcasting in recent years. The company has launched a dedicated beta podcast landing page, hired a podcast executive to lead its efforts in the medium and offered popular podcasters and podcast networks grants of up to $300,000 to create video versions of their shows, according to Bloomberg. It won the market without really trying now, it’s getting serious. With the rise of the podcast, there’s more content that is positioning itself as a podcast Steve Wilson, QCodeĪ study by market research firm Cumulus published in May found YouTube is already the most popular platform for podcasts. While Allen’s audio and video output streams are still separate at the moment (with the podcasts featuring longer, more in-depth audio-only content), Allen has plans to merge the two operations at some point. It’s going in the other direction too: some of Spotify’s star podcasters like Joe Rogan and Call Her Daddy’s Alex Cooper already post video podcasts to the platform, and it’s slowly rolling out the ability to upload video podcasts to more creators. Photograph: / instagramĪllen is not the only one bridging the divide YouTube stars like Logan Paul and h3h3 have also branched out into podcasts. Video podcaster John Allen, AKA Mr Ballen, in his studio.
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