With Video, Podcasts Merge Into Talk Show Territory

Podcasts have grown in popularity over the years, both in availability and audiences. And now, podcasters have started in earnest to expand the historically audio-only format into video. New research from Tubular Labs indicates podcasts are quickly becoming the new “talk shows.”

• Tubular data shows The Joe Rogan Experience – the No. 1 global podcast on Spotify this year – also regularly posts longer-form 10-to-15 minute clips on YouTube. In its best month, Rogan’s podcast content was watched for 19.1 million minutes across YouTube and Facebook.
• Call Her Daddy, the No. 2 global podcast on Spotify, has leaned into TikTok with short-form clips from interviews, and makes the full video versions available across multiple platforms and website.
• Call Her Daddy TikTok viewers also have high overlap with audiences watching channels like Barstool Sports, Daily Mail and ESPN; and knowing as much could spur some unlikely but natural (according to the data) content partnerships.

Read more about the other big trends from the year, in Tubular's 2023 Social Video #Rewind.