Growth in the consumption and production of video podcasts is transforming the podcast industry, according to a new media insight paper published by Media City Qatar.
Examining emerging trends in the media landscape of the Gulf Cooperation Council (GCC) and the Middle East and North Africa, research conducted by Media City Qatar in partnership with Omdia, a leading research and consulting firm, highlights rapid growth in the podcast sector in the GCC.
According to the study, video podcast advertising revenue in the GCC will total $17.3mn by the end of 2026 and rise to $37.1mn in 2030. “Success for market players lies in creating and distributing localised Arabic content, leveraging hybrid audio-video formats, and adopting monetisation strategies to expand reach, engage audiences, and unlock global opportunities,” the report said.
Omdia report says that the market demand for podcasts, audio or video, has exploded in recent years across the world. It says: “Podcast content is episodic, often released on a regular schedule, and accessible via streaming platforms or download through feeds and apps. Growing consumer awareness and improved accessibility to high-quality podcast content have driven podcasts to become a mainstream media and entertainment format.”
The report notes that audio content remains the leading segment within the podcast industry globally, but platforms and creators are increasingly prioritising investment in the production and distribution of video podcasts to attract and connect with new audiences and engage existing audiences. Video podcast content can also be clipped into short-form content for distribution on social media, improving discoverability for creators and enhancing ad campaigns.
As for the revenue, advertising is the primary form of monetisation for the sector. Video podcasts generate revenue from several advertising formats: pre-roll, mid-roll, and post-roll ads (played before, during, or after the episode), display ads (visual banners or overlays), and sponsorship. Audio podcasts, meanwhile, utilise adverts contained within the content itself, such as host-read ads and dynamically inserted ads.
Omdia estimates that global revenue from audio and video podcast advertising will reach $6.5bn in 2030, a healthy increase from $4.9bn in 2026. Audio is and will remain the largest contributor globally for the foreseeable future, but video revenue is growing rapidly and increasing its market share.
By 2030, video will account for 37.4% of total revenue, up from 28.6% in 2026.
The report highlights that the rise of video podcast consumption on platforms such as YouTube is helping to scale the podcast audience, and many audio podcasts are now incorporating video into their offerings to capture audiences across as many touchpoints as possible.
Video podcasts are also providing new monetisation opportunities for advertisers, and platforms are rolling out initiatives to support improved audience targeting. Campaigns are growing in scale and impact, supported by larger budgets, enhanced ad-targeting capabilities, and broader content libraries across many platforms and services.
Meanwhile, according to the report, one factor that could impede the global growth of video podcasts is the consumer preference for audio-only content to reduce screen time.
“Many listeners are drawn to podcasts because they offer respite from the constant visual engagement demanded by screens. This screen-free appeal is also particularly valuable for multitasking during activities such as commuting, exercising, or household chores,” the report underlined.
Although the screen-free nature of traditional podcasts remains appealing, the growing demand for video content suggests that many consumers are keen to embrace video podcasts, particularly when the visual element adds value or enhances the storytelling experience. Consumer appetite for video content has risen rapidly over recent years, and the sector is poised for continued expansion.
