Streaming Video is Radio’s Secret Weapon

A few weeks ago, I read the article in Radio & Television Business Report entitled, “Radio’s Digital Revenue Surges To A Record Level.” The article focused on Marketron’s report about radio digital revenue surpassing $2.1 billion last year.  What stood out to me was the line about halfway through the article that read, “Streaming video has emerged as a dominant source of new growth, now surpassing streaming audio as radio’s top digital product.”

I know several radio clients who are using video for local sports streaming, but I’ve found that most do little more than that. So, I did some research on how other stations around the world are using video.  Radio stations can leverage online streaming video in all kinds of ways to drive engagement and revenue. Here are some strategies, examples, and untapped ideas to inspire you for this year.

Ways Radio Stations Can Use Streaming Video

1. Video Podcasting

Repurpose existing radio content into video podcasts to reach younger audiences who prefer visual platforms like YouTube.

Studies show that 84% of Gen Z podcast listeners engage more with video-enhanced content.  Just this week, YouTube said it had crossed a significant podcast milestone, with more than one billion monthly active viewers of podcasts on the platform. YouTube earlier said that viewers watched over 400 million hours of podcasts monthly on living room devices last year.

Example: Several radio shows are recording them as video podcasts for YouTube.  This practice also improves SEO, drives website traffic, and increases ad revenue opportunities.  Last week on the podcast, radio consultant Andy Meadows was quoted as saying, “Take any popular segment that might take too long for radio and create a video podcast for it.”

2. Live Streaming

Stream live shows or events on platforms like Facebook Live or YouTube. This creates an interactive experience where audiences can comment and engage in real time.

Examples: 1) Corus Entertainment uses Switcher Studio to stream multi-cam videos from their studios, achieving high engagement without large production costs.

2) Many radio stations have started adding Facebook live streams to their remote packages.  So, personalities are interviewing the business owner and perhaps showing some of their merchandise on camera while on remotes.

3. Behind-the-Scenes Content

Share behind-the-scenes videos of radio hosts preparing for shows or interacting off-air. This builds authenticity and fosters a connection with the audience.  I love to watch major market announcers in the 80s and 90s interact with callers and just “do radio.”

Example: NPR’s “NPR Extra” Facebook page focuses on behind-the-scenes content, helping listeners feel more connected to the station’s hosts.

4. Local Event Coverage

Use video to cover local events or concerts, either through live streaming or polished post-event videos.

Example: KCRW in California produces live concert videos and even virtual reality content to diversify its audience and promote its brand globally.

5. Social Media Teasers

Create short-form videos or audiograms for platforms like TikTok and Instagram Reels. These snippets can tease upcoming shows or highlight key moments from past broadcasts, or promote upcoming shows.

Example: Capital FM repurposes behind-the-scenes footage into TikTok clips, generating millions of views.

6. Interactive Campaigns

Host live Q&A sessions, polls, or contests via video platforms to engage listeners directly.

Example: Corus Entertainment uses live comments during their Facebook Live streams to source audience questions in real-time.

7. Educational or Informative Segments

Produce explainer videos on trending topics discussed on-air, such as news breakdowns or music history lessons.

Don’t Let Price Hold You Back

You might hesitate to adopt video streaming due to perceived high costs, but it’s important to note that creating quality video content doesn’t necessarily require a substantial investment. Some of the most popular YouTube channels that are getting millions of views each week record their videos with an iPhone.

Entry-level setups can be assembled for as little as $250-$500, including a basic camera, microphone, and simple editing software. More advanced setups with professional-grade equipment might range from $1,000 to $5,000. However, the key is to start small and scale up as needed.

As your station grows its video presence and sees higher returns on investment, you can gradually upgrade your equipment, software, and capabilities.

Don’t Let Perfection Hold You Back

Many of us in radio are known for our high production standards. Whether it’s a flawlessly produced spot, a seamless talk break, or hitting the post perfectly, we want everything to be perfect. But when it comes to video, this can be a roadblock.  In fact, it’s the biggest hurdle for most people.

The truth is that your audience doesn’t expect a Hollywood production—they want engaging, authentic content. Some of the most prominent creators on YouTube and TikTok started with or continue to have nothing more than a smartphone. Waiting until you have the perfect setup, the perfect script, or the perfect camera angles will only delay opportunities to connect with your audience. Instead of aiming for perfection, focus on content and consistency. A well-lit, clear, and engaging video shot on the phone is far more valuable than a high-production video that never gets made.

Just start and learn as you go, improve over time, and remember that authenticity often outperforms perfection.

Untapped Ideas for Radio Stations Using Streaming Video

1. Virtual Reality (VR) Experiences: Offer VR concert experiences or virtual studio tours to create immersive content for tech-savvy audiences.
2. Community Spotlights: Feature local businesses, artists, or community events through short documentary-style videos. This can attract sponsorships from featured entities.
3. Gamified Content: Develop interactive video games tied to your station’s brand (e.g., trivia games about music history) and stream them live.
4. Exclusive Video Series: Create a recurring video series featuring artist interviews, cooking segments with local chefs, or fitness tips from trainers in your area.
5. Create Hybrid Events: Combine physical events with live video coverage for broader reach. For example, host a local concert but also stream it online with exclusive backstage interviews.

Revenue Opportunities Through Streaming Video

1. Sponsorships: Partner with brands to sponsor specific video series or live events.
2. Ad Revenue: Monetize YouTube videos through ads and integrate native advertising into content.
3. Merchandise Sales: Promote branded merchandise during live streams.
4. Paywalls: Offer premium access to exclusive video content through subscription models.
5. Affiliate Marketing: Use product placements in videos and share affiliate links.

Conclusion

Perhaps there should be a new version of the 80s song to “Video SAVED the Radio Star” because it can. It’s much easier to create audio content. However, by embracing these strategies and thinking creatively about video integration, you can not only expand your audience but also unlock new revenue streams moving forward.