Why the future of audio is visual

Podcasts are evolving from passive audio into a mainstream visual entertainment format, with vodcasts driving deeper audience connection, stronger engagement, and major platform investment from YouTube, Spotify, Apple and Netflix. While some critics argue that adding video can risk losing the intimacy and authenticity that made podcasts so powerful in the first place, at Mamamia we see vodcasts as a natural format evolution — creating even bigger opportunities for audiences and brands to connect through immersive, culturally relevant storytelling.

Podcasts are no longer just an audio format — they’re becoming a visual entertainment category in their own right.

What began as something audiences consumed often while multitasking, is increasingly becoming content people actively choose to watch. As more flagship shows expand into vodcasts, audiences aren’t just listening during the commute; they’re sitting down and engaging with podcasts the same way they would a YouTube series or talk show.

That shift matters because video changes the relationship between creators and audiences. Podcasts have always thrived on intimacy and familiarity, but vodcasts deepen that connection by making viewers feel part of the conversation itself. In a format that mirrors the energy of a group chat, audiences don’t just hear the dynamic — they can see it unfold in real time.

But with this shift comes a higher bar.

While the move to vodcasts has been driven by audience demand, it hasn’t been without criticism. Some critics argue that once a camera is introduced, authenticity gives way to performance — or worse, media-trained polish. As award-winning audio executive Elissa Ratliff notes in a LinkedIn post, “when a camera is in the room, behaviour changes…that awareness chips away at the intimacy that made podcasting so powerful in the first place.”

It’s a valid tension. But it’s not a reason to hold back — it’s a challenge to get it right.

Vodcasts now have full platform backing — with YouTube, Spotify to Netflix and, most recently, Apple entering the chat. YouTube is leading the way, with over 1 billion monthly users engaging with podcast content. These numbers are proof watching is no longer a niche behavior; it is now a mainstream migration. A format evolution.

At the same time, short-form platforms like TikTok are accelerating discovery, with podcast clips acting as powerful entry points that drive engagement and funnel audiences to full episodes. The commercial opportunity is scaling just as quickly, with Deloitte forecasting global podcast and vodcast advertising revenue to reach around $5 billion by 2026, growing at close to 20% year-on-year.

We sat down with Ruth Devine, Group Executive Producer, and the one responsible for getting Mamamia Out Loud to #1 in the country, to understand her perspective on the role of vodcasts;

"At Mamamia, we understand that adding video to our podcast storytelling enhances authenticity and connection. Our audience have a para-social relationship with many of our hosts — the ‘friends in their ears’ are now on their screens too. And some of our pod communities really want that. It gives the consumer the choice."

"That's true for our talent too. They love the connection this has brought to their fan base. They're not just listening or watching our content, they’re experiencing it.”

The opportunity is clear - one must embrace the shift without losing the magic power of podcasts and the intimacy, honesty, and the feeling of a real conversation. That balance, ultimately, sits with us — as publishers and producers — to ensure video enhances the format, rather than dilutes it.

For brands, the opportunity lies in the shift from passive reach to active attention. According to the 2025 Infinite Dial by Edison Research, 33% of Australians now watch vodcasts weekly, making them a core consideration for 2026 media buys, not a ‘nice-to-have’.

Unlike a traditional 30-second interruption, vodcasts place brands inside the conversation itself, creating ‘lean-in’ attention and stronger recall through visual advocacy. Seeing trusted creators engage with a brand delivers a level of familiarity and social proof audio alone can’t match.

At Mamamia, we see this not as an extension of audio, but as a rethink of audience connection. As Mamamia CEO Nat Harvey writes, “The separation of ‘audio’ and ‘video’ is a legacy industry construct. For the audience, it’s just content.” Whether women are listening on the commute or watching on the couch, the expectation remains the same: authentic, premium storytelling.

That’s why our flagship shows expanded into vodcasts early across YouTube, and more recently Apple Podcasts. Mamamia Out Loud quickly climbed the Apple Podcasts video charts, which Devine remarks, “is a ranking that reflects our dedication to delivering engaging, authentic content that truly meets our audience.”

What we know for sure is that audiences aren’t showing up for polish; they’re showing up for connection. The podcasts that win will be the ones that translate that magic to screen, not dilute it.

For more information about Mamamia's vodcast integration opportunities, please reach out to your sales or strategy lead.