Retrofitting Radio with Video
The rush to add video to audio content is underway but creators appear to be getting it all wrong – the importance of video and of audio is being redefined as research shows they are making some big mistakes.
Shrinking attention spans are forcing short-form content.
The attention span on a screen was two and a half minutes on average in 2004 and by 2012 it was 75 seconds according to attention span psychologist Gloria Mark – 47 seconds within the past five years.
Audio podcasters who until recently have been slow to discover that they also need to offer video to their audiences are getting the call to video all wrong.
And this eyeopener: A total of 58% of YouTube video podcast consumption is listened to, not watched visually.
Radio thinks it needs video and video creators think that audiences are “listening” less prompting the critical question: which one is right and what do they really want?
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