Since the genre's breakthrough 15 years ago, podcasts have been something you listen to – while walking the dog, in the car or on your way to work. But now there's a shift, where podcasts are becoming a visual medium.
The USA is leading the way with big names like Joe Rogan and "Call her daddy" with Alex Cooper, but the trend is also visible in Sweden.
So far, the range is not huge when it comes to Swedish-language video podcasts, but it is something that is growing, says Fredrik Liljeqvist, analyst at Mediavision.
Generational issue
One of the podcasts that has transitioned to video is "Hallå morsan", which is made by comedians and actors Emilia Rehnberg and Isak "Fjortisper" Löb and artist Björn Holmgren.
Every week offers talk about everyday problems and dating reports, like a friend to hang out with.
I think how fun it will be in 50 years, when I'm 79. Then I can go back and listen to myself about what I was babbling about when I was 29, explains Isak Löb.
"Hello Mom" started as an audio podcast, but switched to video after 13 episodes.
"It's like switching to a TV show. There's so much that's otherwise missing from a podcast, expressions and things that happen in the studio," says Emilia Rehnberg.
But it may also be a generational issue. For those who are constantly on social media like Instagram and Tiktok, video is something natural. .
Previously, many people probably had it on in the background like radio, but now people are sitting and eating lunch with YouTube as company, says Björn Holmgren.
Two million listeners
According to Mediavision's figures, approximately two million Swedes listen to podcasts.
Of those, approximately 800,000 watch some kind of podcast format, says Fredrik Liljeqvist.
And the trend is growing. Last month, Spotify and Netflix announced a deal that will see Netflix begin distributing select video podcasts from Spotify.
Spotify has also adopted a new revenue model that will make it easier for creators to earn more money from video podcasts. YouTube is also investing heavily in video podcasts.
The fact that these three, Spotify, Netflix and YouTube, are investing in video podcasts suggests that there will likely be growth in the future as well, says Fredrik Liljeqvist.
Mikael Forsell/TT
Facts: Popular video podcasts
TT
International: "The Joe Rogan experience" with Joe Rogan, "Call her daddy" with Alex Cooper, "Impaulsive" with Logan Paul, among others, "New Heights" with Jason and Travis Kelce and "The diary of a CEO" with Steven Bartlett.
Among Swedish podcasts that make videos are "Framgångspodden" with Alexander Pärleros, "Fördomspodden" with Emil Persson and "Spärra in Isa och Tilda" with Isa Östling and Tilda Törnqvist.
