Podcasts With Videos Are Getting Enjoyed, Creators Redefine Siniar

Video podcast on Spotify (Doc. Spotify)

JAKARTA - The definition of podcasts has shifted in the latest era. In Indonesia, for example, new trends began to spread when podcasts with video formats are now increasingly dominating.

Over the past year, Spotify has recorded an increase in podcast video consumption in Indonesia by more than 75%, marking a new era in digital storytelling.

This phenomenon also occurs in tandem with global trends, where more than 250 million users around the world enjoy watching podcast videos. Nearly two-thirds of global podcast listeners say they prefer podcasts with video formats.

We see the number of video consumption on Spotify reaching a record high, not only from the data, but also from the growth of creators and the way audiences are involved. Currently, the proportion of podcasts from Indonesian creators using video formats has grown by more than 75%. This shows that for creators, videos are not just formats, but one of the most effective ways to develop and connect with current audiences," said Carl Zuzarte, Head of Podcast, Spotify Southeast Asia in a written broadcast, August 12.

Videos are now a new way to express yourself and build stronger connections with audiences or connoisseurs of works, including podcasts. Through body language in comedy, tension in horror content, or emotional expressions in in-depth conversations, videos present dimensions and nuances that cannot be shared via audio alone.

Raditya Dika is one of the figures who pushed this trend forward. As one of the most influential podcast creators in Indonesia, he is known from his bright comedy perspective and strong storytelling style. Now, Raditya is taking advantage of the video format to explore new styles in its content.

When we first started making podcasts, there were actually no plans to make videos. But after trying out on Spotify, it turns out that the video opens a new way for story telling. It's not just a matter of adding visuals, but also making the story up to the audience. As creators, sometimes we are easily trapped in the same pattern. Videos can give space to develop, "said Raditya Dika.

The experience of broadcasting podcasts with videos has a positive impact on one of the Indonesian Standup founders. He can provide more engaging content to audiences so that they are loyal.

"Since moving to podcast videos, I feel the difference. Listeners on Spotify are very loyal, they are really waiting for a new episode. That kind of connection makes me continue to be enthusiastic about bringing new conversations," he said.

On the different genres, the Mystery Horror Riplay managed to translate scary stories into immersive visual experiences through animation. Rizky and Andy, the creators behind the Riplay Mystery Horror, see video formats as a way to strengthen tensions and liven up the atmosphere in each scene.

"Many of our audio listeners turn to videos, and we see that as an opportunity to present visual elements that cannot be delivered only through sound," said Horror Mystery Riplay. We see different audience behavior on each platform. To adjust and maximize reach, we also adjust the title in each video or podcast episode, so that it remains relevant and attractive to users both on Spotify and other platforms.

Through sharp comedy and tense tension, these two creators prove that video is not just an additional format, but the key to conveying stories more strongly and emotionally inspiring.

Features that support creator creativity and provide a comprehensive experience for users

For creators like Raditya Dika and Mystery Horror Riplay, Spotify is not just a platform. This development is supported by various features that provide greater control to creators and encourage the creation of a closer community.

With Spotify for Creators, podcasters have access to various tools such as short clip sharing features, customizable thumbnails, analytic dashboards, to interactive features such as comments and polls. These features allow creators to connect directly with listeners and form more relevant content through two-way interactions.

Creators have also started designing content that encourages more in-depth interaction. One of them is In Her Vire a podcast that displays perspectives and thoughts from five women with different backgrounds.

We're always looking for ways to make our conversations more accessible and relevant to the audience. By activating the comments column and adding chapter features in each episode, we want to make it easier for listeners to get involved in discussions and feel more connected to the stories we tell," said In Her View.

This change is in line with the habits of young listeners, who now tend to enjoy content by watching and listening, both podcasts and music. "Therefore, we designed a smooth experience so that the move between watching and listening, or vice versa, can be done without a hitch," Carl said.

Starting from Lentera Malam, Raditya Dika Podcast, Najwa Shihab, to the Riplay Mystery Horror, podcast videos in Indonesia are growing rapidly. As the podcast landscape continues to change, Spotify continues to show its commitment to supporting local creators and developing podcast experiences that are relevant to today's generation of listeners.