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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