Video Podcast vs. Audio-Only: Which Format Should Your Brand Choose?

Before you record the first episode of your branded podcast, you need to answer one critical question: video or audio-only?

Ask around, and you'll hear plenty of hot takes. "An audio-only podcast is only half a podcast," declares one marketer on LinkedIn. On the other side of the debate, another podcaster calls the recent shift to video podcasts "the end of an era."

In June 2026, Clutch surveyed 412 consumers to learn more about how they engage with podcasts. We found that 30% of respondents use YouTube to consume podcasts, with Spotify close behind at 27%.

Many people aren't tied to one channel, though. In fact, 39% say they listen to podcasts across both video and audio channels.

For brands, these mixed listening habits mean the real question is no longer "Should I create an audio vs video podcast?" Instead, it's which format you want to lead with and how much of the other to layer on.

This guide will help you decide whether a video podcast or an audio podcast makes sense.

What the Data Says: Podcast Audiences Are Format-Agnostic

You might assume that audiences tend to stick to one type of podcast, but that's not always true. Our survey found that 39% of consumers use both video and audio formats.

Listeners may switch back and forth between formats depending on the situation. Someone driving to work may prefer an audio-only podcast because they can listen without distractions. Later, when they're taking a break at their desk, they might watch a video podcast on their computer.

In other words, audiences aren't necessarily loyal to a specific format. They're choosing the content that feels right in the moment. For example, audio-only is great for multitasking, while video lets them see the hosts' reactions.

There's also no clear winner among podcast platforms. Three out of ten consumers watch podcasts on YouTube, while 27% listen to them on Spotify.

The takeaway is that listeners will usually follow the content rather than limit themselves to a single channel. Someone who typically uses YouTube may still open Spotify if that's the only place to listen to a new podcast.

Of course, that doesn't mean you should ignore video just because it's more high-tech. If you treat audio-only as the default, your podcast may seem a bit outdated or fail to connect with people who prefer video.

At the same time, you don't need to rebuild everything around video just to chase trends. The data suggests that it's best to lead with one format, then use the other when it fits the content. For instance, you might use video when you have guests or want to demo products.

What Each Format Does Best

There are plenty of popular podcasts in both categories, so there's no universal best choice. Here are a few situations where each format shines.

Where Video Wins

Video podcasts have an edge over audio-only ones when it comes to:

• Discoverability: YouTube has a powerful built-in search engine that helps users find relevant content. That can help you reach audiences who are interested in your topic but not necessarily looking for a podcast.
• Visible host personality: Video makes it easier for audiences to get to know the hosts. Viewers can see their facial expressions, body language, interactions with guests, and reactions. For instance, the audience of LinkedIn's Hello Monday podcast can observe host Jessi Hempel's curiosity and passion as she interviews professionals.
• Easy to repurpose: A video podcast gives you a library of clips that you can quickly repurpose for social media. A hilarious interaction with a guest or a great piece of advice could become a 30-second Instagram video or a YouTube Short.

Video also lets you show off your products and services. If you're launching a new product, invite a guest to try it on the podcast and record their reaction. Just make sure it feels authentic and unscripted.

Where Audio Wins

Audio-only podcasts aren't going extinct any time soon. Here are a few reasons why brands and listeners continue to choose them:

• Ideal for screen-free listening moments: Almost half (45%) of podcast listeners consume content while commuting or driving, and 40% do so while relaxing, according to our data. The lack of visuals lets listeners follow along without getting distracted.
• Lower production costs: Forget about a fancy set and lighting equipment. You can create a high-quality audio-only podcast with a decent microphone and editing software.
• More intimate listening experience: Audio-only listening can make it feel as though the host is speaking directly to the listener. Over time, that more personal connection can build familiarity and trust.

Consider starting with audio if you want to create a no-frills podcast or launch quickly.

The Real Cost Difference

Budget is one of the biggest factors to consider when deciding between a video podcast versus an audio-only podcast.

An audio podcast only requires a modest setup. You'll need a quality microphone and a relatively soundproof space. Even a walk-in closet can do the trick, especially if it's filled with soft clothing to muffle echoes.

There are also many affordable podcast recording apps, such as Riverside and Zencastr. This software lets you edit the audio and add music and other sound effects. That's much faster than learning a high-tech editing program.

As a general rule, a video show costs approximately twice as much to produce as an audio podcast. You'll need at least one camera and adequate lighting, which may be pricey depending on your chosen equipment.

You may also need to invest in decorations and furniture for a set. For example, Waitrose & Partners' Dish podcast is filmed in a bright kitchen filled with plants and art. These visuals support the company's upscale branding.

Video also tends to take more time to edit than audio. Your team may need to sync audio, cut awkward facial expressions, color grade, and more. If you record with multiple cameras, it will also take longer to combine everything. With audio, you only have to worry about editing the sound.

Here's a quick breakdown of estimated costs:

As you weigh your options, focus on sustainability, not audience data. A video podcast may attract more viewers per episode, but smaller brands may not have the budget to create consistent content.

It's better to share a weekly or monthly audio show than abandon a video podcast because you can't afford it.

The Decision Framework: Which Format Should You Lead With?

So, should you start a video podcast or an audio one? Some brands attempt to do both, but that's often not feasible, especially over the long term. For instance, your production team may get overwhelmed by having to edit two versions of every episode, delaying release. Instead, it's best to focus on the format that fits your budget and production capacity.

These questions will help you pick the best format for your brand:

• Where does your audience already spend time?
• Does your content need to be seen?
• What can your team sustain?
• What's the show's job?

Don't worry if your answers don't all lean toward the same format. Just pick the one that checks most of your boxes right now. You can always expand into a different format later or experiment with special episodes.

Where Does Your Audience Already Spend Time?

While some people may be willing to follow your brand to a new platform, it's easier to meet your audience in their favorite digital spots.

Start by researching audience demographics and platform trends. B2B buyers may be more likely to watch video content on LinkedIn and YouTube. Meanwhile, people who spend a lot of time commuting tend to prefer audio apps like Spotify.

Surveying your actual customers is another effective way to learn about their consumption habits. Share a quick poll on social media, such as, "Do you spend more time watching videos or listening to audio podcasts?"

Pay attention to your competitors' content, too. If most brands in your niche favor a particular format, they may be responding to audience preferences. On the other hand, your brand may stand out if, say, you have the only video podcast in a sea of audio-only content.

Does Your Content Need To Be Seen?

Some content works best when viewers can see what you're talking about. Consider a video podcast if you want to showcase products or give demos. For instance, your hosts might compare products each episode or have an unboxing segment.

Video is also well-suited for personality-driven content. One popular example is HubSpot Media's My First Million podcast. Viewers can observe hosts Shaan Puri and Sam Parr's animated expressions and reactions as they brainstorm business ideas together.

Of course, not all content needs to be visual. If your podcast is conversation-driven or analytical, audio may help you get your point across while simplifying production.

Take Inside Trader Joe's. This audio-only podcast is hosted by two senior employees who provide a behind-the-scenes look at the grocery store's operations. They use vivid storytelling to engage listeners, even when sampling new products.

Even if you originally create a video podcast, include enough detail in your conversation so listeners can easily follow along while doing something else.

What Can Your Team Sustain?

Take an honest look at your team's skills and capacity. Do you only have a few people working on your show? Start small. A simple audio-only podcast lets you share content consistently without stretching your team too thin.

You should also consider your editing abilities, but prioritize consistency over perfection. A regular schedule of quality episodes is better than publishing flawless episodes sporadically.

What's the Show's Job?

Consider which format will help you meet your overall goals. A video-first approach may make it easier for people to discover your podcast, growing your reach. If your goal is to share in-depth analysis or build loyalty, an audio-only podcast might be more effective.

Look for Opportunities To Layer Formats

While these questions can help you choose a primary format, don't limit yourself to only one mode. As our survey shows, 39% of consumers use multiple formats. If you want to appeal to as many listeners as possible, layering isn't optional.

If you create an audio-first show, consider layering in short clips or static-image video. This short content can make your episodes more engaging without requiring as much editing time as a full video. If you go with a video-first show, always publish an audio feed for commuters and multitaskers.

Lead With the Best Podcast Format For Your Brand

When it comes to podcasts, format is more about sequencing than about defining your brand. Lead with the format that most appeals to your audience and won't strain your capacity. Then layer the rest.

Not sure where to start? Try experimenting with an audio-first podcast to gain experience and see which topics connect with your listeners.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. Alongside editing and producing engaging B2B content, she plays a key role in Clutch's awards program and content initiatives. Originally joining Clutch on the reviews team, she now focuses on developing SEO-driven content strategies that deliver valuable insights to B2B buyers searching for the best service providers.

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