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Hey, and welcome to our audio newsletter, because why read when you can listen?
Audio vs. video — who's actually stronger? Is there a war between them, or are they friends?
Here's the truth: there's no war. There never really was. In a world where your audience jumps from a TikTok to a podcast to a newsletter to a YouTube video, sometimes in the same ten minutes, the real question isn't "which format wins." It's whether you're showing up in all of them.
Publishers who try to pick a side end up chasing a moving target. The consumer isn't loyal to a format — they're loyal to convenience: on the bus, in the car, in front of the computer or the TV after a long day, whatever fits the moment wins.
Turns out, audio and video are actually rooting for each other. Video gets people to your site; audio keeps them there longer, in the moments they'd otherwise be scrolling past. Audio turns a "read later" into a "listen now"; video gives that same content a face and a feed to travel on. Every format you add doesn't cannibalize the others — it opens up a brand-new surface, a brand-new ad slot, a brand-new reason for someone to stick around.
So, who actually wins here? Everyone. The publisher maximizes revenue from more ad inventory on the same site. The reader gets the ultimate experience — free to use whatever format they want, and switch between them whenever they like. So, if you want to keep pace, you don't choose. You combine. Ready to put audio and video on the same team — to win?
Come check out our new website, reach out, or just find us on LinkedIn.
See you next month!
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