Title: All Of It
Episode: Should Podcasts Be Videos? (Small Stakes, Big Opinions)
Host: Alison Stewart
Release Date: July 28, 2025

Introduction: The Rise of Video in Podcasting

In this episode of WNYC's All Of It, host Alison Stewart explores the burgeoning trend of video integration in podcasting. Titled "Should Podcasts Be Videos? (Small Stakes, Big Opinions)," the discussion delves into whether the traditional audio-first medium of podcasts is being reshaped by the visual demands of social media and digital platforms.

The Evolution of Podcasts into Video Formats

Alison Stewart opens the conversation by highlighting the visible shift many podcasts have made towards incorporating video elements. She muses, “Has podcasting gone visual or just gone viral?” ([00:09]). Inviting Nick Kwa, Vulture's podcast critic, into the dialogue, she seeks to uncover the motivations and implications behind this transformation.

Nick Kwa traces the origins of video podcasting to early adopters like Joe Rogan and Marc Maron, who began uploading their shows to platforms like YouTube around 2013-2014 ([01:43]). He notes that while podcasting traditionally referred to both audio and video content distributed via RSS feeds, the recent surge in video content is largely a response to the monetization opportunities presented by platforms like YouTube and Spotify ([02:15], [04:38]).

“Podcasting had, to some extent, many early podcasts posting video on YouTube… but now YouTube is a primary distributor of podcasts.”
— Nick Kwa ([02:25])

Commercial Drivers Behind Video Integration

Kwa emphasizes that the push towards video podcasts is primarily commercially driven. He explains that YouTube and similar platforms offer more lucrative advertising rates compared to traditional audio formats ([04:38]). This financial incentive motivates podcasters to adopt video to tap into the substantial advertising revenue available through these channels.

“A lot of brands are advertising through the platform and are comfortable and understand how to buy ads on YouTube.”
— Nick Kwa ([04:38])

He further points out that video allows for greater discoverability through social media, with short-form clips potentially attracting new listeners who might then engage with longer audio episodes ([06:33]).

Listener Feedback: The Impact of Video on the Podcast Experience

The episode transitions to listener interactions, presenting a range of opinions on video podcasts through its "Small Stakes, Big Opinions" segment.

Charles from the Upper West Side expresses a preference for audio-only podcasts, arguing that visual elements can detract from the intimacy and focus on the conversation.

“It's like Apple putting a camera in a phone. It takes away from the voice, it takes away from who you are.”
— Charles ([08:31])

Similarly, Anna from Tenafly, New Jersey, highlights how audio podcasts allow for more careful listening without the distractions of visual stimuli.

“I listen more carefully without the distractions of looking at the people… I infer that from the tone of their voice and the nature of their conversation.”
— Anna ([19:31])

In contrast, Kay from Rochester appreciates video podcasts when hosted by individuals who prioritize content over appearance, demonstrating that visual elements can complement rather than overshadow the conversation.

“I am riveted to her words.”
— Kay ([22:38]-[24:14])

Generational Perspectives: Younger Audiences and Video Consumption

Nick Kwa identifies a generational divide in podcast consumption habits. Younger listeners, particularly Gen Z and early millennials, are more inclined towards video content and short-form videos prevalent on social media platforms.

“The language of 2025 on the Internet is principally video and it's principally short form video.”
— Nick Kwa ([20:27])

This shift suggests that video podcasts might be more appealing to these demographics, potentially altering the traditional podcast landscape dominated by audio formats.

Economic and Creative Impacts on Podcasting

Stewart and Kwa discuss the broader implications of video integration on the podcasting industry. Kwa argues that video podcasts often favor conversational formats, potentially limiting the diversity of podcast genres and impacting the development of more complex audio narratives like documentaries.

“Video has not been able to support audio documentaries, for example. And I think that we're seeing that in the money that's supporting that genre, which is declining.”
— Nick Kwa ([09:17]-[11:12])

Alison Stewart raises concerns about gatekeeping, suggesting that the necessity for video production might raise barriers for creators who excel in audio-only formats. Kwa counters by noting that platforms like YouTube still maintain low barriers to entry, allowing diverse content regardless of video inclusion.

“You could say there's maybe a higher threshold of acceptable quality, but that was also true the case for podcasting when it was just audio.”
— Nick Kwa ([16:45])

The Future of Audio and Video Podcast Coexistence

As the episode draws to a close, Stewart and Kwa ponder whether there is room for both audio and video podcasts to coexist. Despite the commercial benefits of video integration, it remains uncertain if this trend will universally benefit the podcasting medium or marginalize those who prefer traditional audio formats.

“We will find that's the answer at this point in time.”
— Kay, Caller ([24:26])

Conclusion: Balancing Commercial Interests and Creative Integrity

"Should Podcasts Be Videos? (Small Stakes, Big Opinions)" offers a comprehensive exploration of the intersection between commercial imperatives and the creative integrity of podcasting. Through expert analysis and diverse listener opinions, the episode underscores the ongoing debate about the optimal medium for storytelling and cultural discourse in the digital age. As podcasting continues to evolve, the balance between audio and visual elements will likely shape the future landscape of this influential medium.

Notable Quotes:

• “A lot of brands are advertising through the platform and are comfortable and understand how to buy ads on YouTube.”
  — Nick Kwa ([04:38])

• “It's like Apple putting a camera in a phone. It takes away from the voice, it takes away from who you are.”
  — Charles ([08:31])

• “I listen more carefully without the distractions of looking at the people… I infer that from the tone of their voice and the nature of their conversation.”
  — Anna ([19:31])

• “Video has not been able to support audio documentaries, for example. And I think that we're seeing that in the money that's supporting that genre, which is declining.”
  — Nick Kwa ([09:17]-[11:12])

• “We will find that's the answer at this point in time.”
  — Kay, Caller ([24:26])

This summary encapsulates the key discussions and insights from the episode, providing a comprehensive overview for those who have not listened to the full conversation.