Dylan Van Dyke at Vizrt looks into ways broadcasters can use visual content to expand the reach of radio and podcasts, creating deeper audience connections and diversifying revenue.
In an era of rapid digital evolution, radio is transforming from an audio-only format to one that includes dynamic visual experiences. Here, Dylan Van Dyke, Key Account Manager at Vizrt, looks into new ways broadcasters can use visual content to expand the reach of radio and podcasts and create deeper audience connections.
“As digital media consumption increases in diversity and scope, visual podcasting and visual radio present an ideal opportunity for professionals looking to attract new audiences, grow brand loyalty and open fresh revenue streams,” he said.
Engaging a New Generation
Dylan notes that younger generations, particularly Gen Z and Millennials, are driving a shift in content preferences. For instance, research from Deloitte shows that Gen Z is the most multi-device generation, with social media videos and live streams as their favourite forms of video content. This makes a platform like visual podcasting – particularly when shared on social media – an attractive choice for broadcasters aiming to stay relevant.
Also, alongside research from GWI showing that audio entertainment is on the rise with Gen Z, opportunities to incorporate supplementary video content appear to be growing – as broadcasters and podcasters who are already experimenting with video are finding.
“Visual radio and podcasting help broadcasters capture real-time, visually rich moments that enhance the listening experience,” said Dylan. “From interviews and live performances to breaking news and data like weather, stock updates and social media comments, these visual additions create a multisensory experience that audio alone cannot match. Studios can now capture and share emotional expressions, resonating powerfully with viewers and bridge the gap between hosts, guests and the audience.
Simple to use graphics tools help to add elements that engage audiences.
Brand Loyalty Through Interactive Content
“Visual radio and podcasting can deepen audience loyalty by promoting real-time interaction and personalized content. Platforms like YouTube, TikTok and Instagram make it easier for fans to connect, and this connectivity extends into the world of visual radio. Using embedded polls, live social media feeds and audience-submitted questions, broadcasters can create dynamic, two-way communication that traditional radio lacks. This audience participation helps create a sense of community around a show, while on-screen visual elements and social media integration give a sense of exclusivity and access.”
Integrated production tools simplify launching a visual radio or podcast studio, making it possible to transition directly between camera feeds, graphics and interactive elements. Today, professional setups that include PTZ cameras and real-time graphics tools have now become affordable, so that broadcasters can create visually compelling content without complex technical demands or a major investment. Such a workflow allows broadcasters to manage all aspects of production consistently, from camera work to graphics and distribution, enhancing the quality and engagement of visual broadcasts.
Diversifying Revenue Streams with Visual Content
Dylan finds that perhaps one of the most compelling reasons for broadcasters and podcasters to consider a visual approach is the potential for diversified revenue. “As digital content consumption evolves, visual podcasting and radio are innovative, accessible ways for broadcasters to broaden their reach, and build lasting brand connections,” he said. As more advertisers gravitate towards digital formats, they also notice that visual ads tend to stand out more than audio-only counterparts.
Visual podcasting also enables the creation of exclusive content for premium subscribers, such as behind-the-scenes footage, artist interactions, or live events. Dylan said, “Some broadcasters report that these additional revenue streams complement their primary income, creating a more resilient business model. For instance, broadcasters who incorporate visual elements into their shows report higher retention rates and more engaged audiences, enabling advertisers to reach viewers in an interactive environment that feels authentic and engaging.
“More broadcasters are now investing in multi-purpose content creation facilities equipped with graphics and other production tools simple enough for staff beyond the standard broadcast engineers and graphics designers to produce visual content, regardless of experience level. Some of these tools enable technology teams to use a ‘set and forget’ approach, lowering the barrier of entry to visual content creation, and allowing groups with varying interests to create visual podcast content that can be monetized on social media platforms.
“With the right technology and partners, broadcasters can meet the demands of a new generation of viewers by delivering rich, multisensory experiences that leave a lasting impression.” www.vizrt.com
