Are Video Podcasts Worth the Hype? New Report Reveals Surprising Truths About ROI
In a landscape where video content reigns supreme, a groundbreaking report challenges the notion that video podcasts are the golden ticket to success. Podcast Marketing Academy and Lower Street have teamed up to release the Podcast Marketing Trends: Cost of Attention Report, a comprehensive analysis that dives deep into the return on investment (ROI) of audio versus video podcasts. But here’s where it gets controversial: the findings might just flip your assumptions upside down.
Published on November 12, 2025, this report is based on a meticulous survey of 308 podcasters across four continents, multiple languages, and diverse formats. These creators shared intimate details—from audio downloads and YouTube views to budgets and revenue—to uncover the true cost of capturing audience attention. The cumulative stats are staggering: over 50,000 episodes, 3.7 billion downloads, and 133 million YouTube views.
Jeremy Enns, Founder of Podcast Marketing Academy, highlights the pressure many creators feel to pivot to video: “Brands and creators often believe video is the only path to success, thanks to platforms like YouTube offering unparalleled discovery potential. But we wanted to test if the hype matches reality—and at what cost.” The report doesn’t just scratch the surface; it dissects key metrics like cost per hour of audience attention, production time, annual revenue, and lifetime customer value (LTV), revealing stark differences between audio-only and audio/video shows.
And this is the part most people miss: it’s not just about adding video. Jackie Lamport, Head of Special Projects at Lower Street, points out a critical oversight: “About 90% of brands want video podcasts, but simply adding video isn’t enough. Success requires strategy, research, and high-quality production to stand out in a crowded space. Many shows fall flat, with some videos barely reaching 50-100 views, because they neglect these essentials.”
The report’s key findings include:
- Average cost per hour of audience attention
- Total plays per episode (audio vs. audio + video)
- Monthly consumption time
- Production budgets and team sizes
- Attributable client acquisition and LTV
- Cross-platform audience engagement
Enns reflects on the broader implications: “Whether you’re Team Audio or Team Video, this report will both validate and challenge your beliefs. The takeaway? Both formats have pros and cons. The key is to choose your lane, commit, and maximize what each offers.”
Controversial Question: Is the extra time and expense of video podcasts truly justified, or are audio-only shows the smarter, more cost-effective choice? Weigh in below—we’d love to hear your thoughts!
For the full report, visit: Podcast Marketing Trends: Cost of Attention Report.
This press release is featured on Podnews, our daily newsletter covering the latest in podcasting and on-demand audio. Minor edits may have been made for clarity and style.
