Your listeners respond better to audio-only content. University College London tracked participants’ physiological responses while they listened to a story and compared it to their reactions when watching a video version of the same story. Although the participants said they found the video more impactful, their bodies disgreed. Listening to the audio increased participants' body temperatures, heart rate and electrodermal activity. However, the researchers couldn't find a significant change in body data when participants watched the video.
The researchers concluded that the audio-only content was more emotionally engaging due to a process called co-creation. Audio-only content stimulates listeners to conjure their own mental images which they base on their memories and perspective. As these are personal, they make the listener feel closer to the podcaster. In contrast, video content prevents your audience from co-creating your content.
Your podcast doesn’t need to have video. In fact, video might make your content less enjoyable and meaningful to your listeners.
Podcasts also help us to focus and to combat loneliness. Read more here