How podcasters are measuring videos’ role in growing incremental audiences
Podcast orgs and publishers aren’t using videos of their audio shows to try to grow listenership. Well, they are trying to do that — but there’s not really a good way to measure if that strategy actually works well.
Instead, podcasters are framing their video production efforts as a way to attract incremental audiences, by producing more video from their audio shows to grow viewership and measure audience growth holistically — a prime example of the convergence between audio and video podcasts.
That’s not necessarily a new trend. But as podcasters increasingly produce more and more video content from their audio shows, publishers and podcast organizations are measuring the success of those strategies by looking at growth both in listeners and viewers, according to conversations with five heads of audio.
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Source:: Digiday
