Podcasts Utilize Social Video To Earn Lengthy Watchtime

Though podcasts are primarily an audio medium, the monetization potential of video is also too good to pass up for many successful shows. Some have used social video as a way to promote audio episodes, but Tubular Labs data reveals an increasing number of podcasters are publishing long portions of episodes or entire episodes altogether. According to Tubular’s Audience Ratings, analysis of the top U.S. podcasters by domestic minutes watched across YouTube and Facebook found:

• Kill Tony took the No. 1 spot by sharing full episodes on social, earning 933.5 million U.S. minutes watched across YouTube and Facebook – up 21% month-over-month and 238% on the year. 
• Other popular podcasters like Shannon Sharpe’s Club Shay Shay, Joe Rogan and Theo Von have made similar moves sharing full episodes or long clips to great effect. And despite modest audiences for many of these videos, those that do tune in watch for an extended period – allowing for more ad opportunities.
• Many well-known podcasts (Smartless, Trevor Noah, Call Her Daddy, etc.) also don’t make this list, either due to limited video strategy or a differing approach that leans on promos as a way to send audiences to the podcast to listen.