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Podcasting is undergoing a transformation, with video rapidly becoming as important as audio for news audiences. According to a new Reuters Institute report, newsrooms are reimagining their podcast strategies as listeners increasingly switch between watching and listening, often choosing whichever format best fits the moment.

The report, 'The Changing Shape and New Economics of News Podcasting: From listening to watching, from podcasts to shows', draws on qualitative interviews and survey data from the US, UK, and Norway. It highlights a major shift in how news podcasts are produced, discovered, and monetised.

Video is not replacing audio, but rather expanding the overall podcast audience. It points to industry research indicating that 26 per cent of Americans aged 12 and over now both listen to and watch podcasts weekly — twice as many as those who only listen (13 per cent) and far more than those who only watch (6 per cent).

The shift is being........

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