Why is the UK so behind on video podcasting?

Over 20 million Brits love to listen to podcasts and for many businesses, it's a profitable venture. In fact podcasting advertising expenditure in the UK is now over £40 million! But trends are changing, and with that comes video podcasting, with youtube now the most popular place for people to watch podcasts, rather than just listen to them. Video podcasting is normal in the US, but far fewer UK businesses are tapping into this marketing goldmine.

In my opinion, the UK seems to be 3-5 years behind the US in adopting new technologies like video podcasting. While the US has rapidly embraced video podcasting as a mainstream medium, the UK is still in the early stages of this transition. This temporal lag means that by the time video podcasting gains significant traction in the UK, the US will likely have moved on to the “next big thing. Adopting a mindset of urgency and willingness to act now can help bridge this gap.

It’s a smaller market

The US, with its 330 million people, provides a vast audience for video podcasters, attracting significant investment from advertisers and media companies. This large market means more opportunities for content creators to find their niche and succeed.

Whilst podcasting is growing in popularity in the UK, the number of people video podcasting is much smaller. The UK's 67 million people offer a smaller audience for your video podcast- but this is a good thing. It means less competition means it's easier to stand out. By getting in early before we catch up with the US, UK creators and businesses can become pioneers, attracting viewers and investors when they start video podcasting.

The American audience is also used to rapid technological advancements and quick adoption of new formats. This environment encourages experimentation and early adoption of new media formats like video podcasting, where it’s leading the way.

In contrast, people in the UK tend to adopt a wait-and-see approach, often viewing new trends with scepticism and waiting for proven success before jumping in. This cautious approach can avoid fads but also means missing out on early opportunities. Adopting a more proactive mindset can help UK creators and businesses stay ahead of the curve- times are changing, video podcasting is becoming more common in the UK and UK businesses need to adapt.

Here’s just some of the reasons why this is so important…

New revenue streams

The American podcasting industry has seen explosive growth, creating big opportunities for niche expansions like video podcasting. This growth has been driven by monetization opportunities such as sponsorships, advertisements, and premium content. In the UK, while podcasting is definitely growing, it hasn't yet reached the same mass mainstream levels. This presents a great opportunity for business owners to be innovators to lead the way. Businesses can leverage video podcasting to reach new audiences, build brand loyalty, and tap into new revenue streams.

Innovate to stay relevant

Embracing video podcasting can position your brand as innovative and forward-thinking, attracting a younger, tech-savvy audience, which is so important in an economy which is changing constantly.

Turn regulations into advantages

The US benefits from a largely deregulated media environment, encouraging rapid innovation. This freedom allows American content creators to experiment with new formats and ideas without heavy regulation constraints. In contrast, the UK's more regulated media landscape can slow down the pace of change. However, understanding and navigating these regulations can provide UK creators with a unique advantage. By creating high-quality, compliant content, UK podcasters can build trust and credibility with their audience. A mindset that sees regulations as opportunities rather than obstacles can foster innovation within the existing framework.

Reach global audiences

Platforms like YouTube and Spotify are increasingly supporting video content, offering tools and incentives for creators. These platforms have massive global reach, allowing content to be consumed by international audiences. UK business owners should take advantage of these platforms to reach a truly global audience, not just a local one. By leveraging these tools, UK podcasters can enhance their reach and engagement, ensuring they aren't left behind as the media landscape evolves. Adopting a global mindset can help UK businesses expand their influence beyond national borders.

Stay ahead with continuous learning

There's a wealth of resources available to learn about podcasting, but many people disregard video podcasting and stick to audio-only formats. Despite more people watching videos, with YouTube being the second largest search engine, UK creators should take advantage of educational resources to produce high-quality video content. In the US, it's crucial to stay ahead of the curve, which is why American content creators are increasingly turning to video podcasting. By becoming early adopters and continuous learners, UK podcasters can position themselves as industry leaders. A mindset that prioritizes education and continuous improvement is essential for staying competitive.

Conclusion: lead the wave or get left behind

We’re still behind in video podcasting compared to the USA but this gap presents a golden opportunity for UK creators and businesses. By embracing video podcasting now, you can position yourself as a pioneer in a growing field, attract new audiences, and unlock new revenue streams. Don’t wait until it’s too late—invest in video podcasting, embrace new technologies, and stay ahead of the curve. For UK businesses, the time to invest in video podcasting is now, before the market becomes saturated and opportunities diminish. Let’s ensure the UK isn’t left behind but leads the way in the next wave of digital media innovation.

About the Author

Kay Suthar is the CEO of Make Your Mark Agency, a podcast agency that pioneers the future of digital storytellers. They work with both podcasters and business leaders to leverage the power of podcasting through AI and are the only British Asian female-founded podcasting agency in the UK. Kay is also host of the Make Your Mark Podcast and creator of 14 days to launch, a proven guide to kickstart your podcasting journey.

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