The Rise of Video Podcasts:
A Revolutionary Marketing Tool for Businesses

The rise of podcasting

Podcasting, initially a niche hobby, has evolved into a prominent media format over the past two decades. The term 'podcasting' - a blend of 'iPod' and 'broadcasting' - was coined in 2004. The medium quickly gained popularity due to its accessibility and ability to engage a diverse audience. With the advent of smartphones and streaming services like Spotify and Apple Podcasts, the medium became even more accessible and varied.

The Growing Popularity of Video Podcasts

As podcasting evolved, a new trend emerged: the video podcast. This format combines the audio element of traditional podcasts with visual content, offering a richer experience for the listener. Video podcasts provide a unique opportunity for storytelling and brand experience, allowing companies to build a deeper connection with their audience.

Why Video Podcasts are Important for Businesses

Reach and Engagement

According to a recent article by The Social Shepherd, there are over 4.25 million podcasts worldwide, with a strong listener base in countries like Spain, Ireland, Brazil, and the USA. This demonstrates that podcasts can reach a wide and varied audience. In the Netherlands, (video) podcasts are very popular, with about 6.3 million Dutch people aged 16 and older occasionally listening to a podcast, making it an accepted news medium.

Increased Brand Visibility

With platforms like YouTube, Apple Podcasts, and Spotify serving millions of users, video podcasts can help bring brands to the forefront in an increasingly crowded digital landscape.

Deeper Customer Connection

Video podcasts enable companies to tell a story and create a deeper emotional connection with their target audience. This is crucial for brand loyalty and customer retention.

Innovative Internal Communication Tool

Video podcasts create a stronger personal connection than traditional emails. This form of communication is not only modern and engaging but also contributes to a more connected, informed, and efficient work environment.

Flexible Content & Length

The variability in podcast lengths, from short updates, success stories, employee interviews to in-depth discussions, makes it a flexible medium that can be tailored to the needs of any company.

Proof of Engagement

About 93% of podcast listeners listen to entire episodes, indicating a high level of engagement - an attractive statistic for marketers.


Video podcasts are a powerful tool for modern businesses. They offer not only a platform for creative expression and storytelling but also for building brand awareness and customer retention. Additionally, they are increasingly used for internal communication within all layers and departments of companies. With their growing popularity and proven effectiveness in reaching and engaging a broad audience, it is clear that video podcasts are an essential part of the future of digital marketing and communication.

For more in-depth information and statistics on podcasting, visit The Social Shepherd.

Curious about the possibilities for your organisation?

Then please contact us or visit our demo studios in Utrecht.