Summary of Key Points
In the past year, video podcasts (long-form interview programs) have become a major trend in the content industry: various platforms have stepped in to support their development, leading to a surge in the number of such programs (for example, the number of podcasts on Bilibili lasting more than two hours has increased by nearly ninefold). However, viewers have quickly begun to complain about an "overabundance of interviews"—with too many arguments, clichéd phrases, guests jumping back and forth between topics, and repetitive content, resulting in hours of listening with no new information gained. This phenomenon reflects a shift in the industry from focusing on form to focusing on the quality of content, as the initial momentum driven by the format fades and users' time and attention become more limited.
I. How Did Video Podcasts Suddenly Become Popular?
Video podcasts didn't emerge as a natural trend. Initially, audio podcast listeners believed that "listening to podcasts didn't require seeing faces." It wasn't until 2024, when Joe Rogan's three-hour interview with Trump went viral on YouTube, that the idea of "long-form videos combined with in-person interviews" became popular in China.
Platforms played a crucial role in this trend: Bilibili provided 1 billion initial users and free recording space; Tencent Video distributed revenue based on playback duration (1.2 yuan per hour). For producers, video podcasts are cost-effective (a fixed location and a few cameras are enough to record for several hours), and the content can be used for both long-form videos and short promotional clips, resulting in a high reuse rate. Additionally, established interviewers like Lu Yu, Luo Yonghao, and Yi Lijing brought their own audience and experience, adding value to these long-form programs (for instance, Luo Yonghao's four-hour conversation with Li Xiang revealed the public figures' usual hesitations and contradictions for the first time). Thus, the format became widely adopted.
II. Why Do People Feel There's an "Overabundance of Interviews"?
The most direct reason is the gap between the large supply of content and the slow pace of quality improvement:
1. Repetition of Guests: There are few people who can sustain a three-hour conversation, leading to a cycle of the same guests appearing in different interviews (Lu Yu interviewing Yi Lijing, Yi Lijing interviewing Xiang Zuo, and the two interviewing each other). Their stories often follow a set pattern (childhood, career lows, life choices), making the content predictable regardless of the host.
2. Overwhelming Amount of Philosophy and Clichés: Podcasts are filled with "life philosophies" and catchphrases that seem clichéd. Users often comment that "listening to podcasts feels like watching a generic template, with everyone's story fitting into the same framework," and some, like Jiang Sida, prefer stories without preset themes.
3. Form Overcomes Content: Many programs are just long-form interviews without any new information. For example, the first episode of Zhang Zetian's "Xiao Tian Zhang" with Liu Jialing was criticized for being superficial. Brands often sign annual contracts for these programs, but if the results are poor, they prefer to pay a penalty rather than continue.
III. Is the "Length" of Long Interviews Really Valuable?
Length itself is not the problem; it depends on the quality of the content:
- Advantages: Longer interviews allow guests to relax and reveal their true selves. For instance, Jiang Sida shared personal struggles during a four-hour conversation about his entrepreneurial lows and team dissolution, which are not visible in shorter formats. Xiang Zuo's four-hour interview also changed people's perceptions of him.
- Disadvantages: Without substantial content, length becomes a burden. Users often joke that only the most patient people can endure a four-hour podcast, and many programs focus on trivial matters, leading to tedious and repetitive content that quickly loses interest.
In essence, length does not guarantee depth; three hours are just a duration, not a guarantee of quality.
IV. How Can Long Interviews Compete for Users' Time?
Users already spend an average of 6.3 hours on their phones daily, so long interviews must compete with short videos, dramas, and games for their attention:
- Short videos take just a few seconds, while long interviews require two to three hours. Users will question whether the investment is worth it, wondering what new information they will gain.
- Revenue models based on playback duration encourage some programs to stretch the length, but users may only listen with background noise, not fully engaged. For example, the popularity of "Hu Zuo Hu You" decreased after it was converted to video, as users found the visuals unnecessary.
Therefore, long interviews' main competitors are not other podcasts but all other activities that consume users' time. Only by providing "irreplaceable new information" can they attract users to commit a whole evening.
V. What's the Future for Video Podcasts After the Trend Subsides?
As the initial momentum fades, the industry must return to the essence of content:
1. Discover New Voices: Move away from the well-known guests and explore less-known individuals, such as experts in niche fields or ordinary people with interesting stories.
2. Ask Deep Questions: Hosts should ask meaningful, thought-provoking questions, not just clichéd ones.
3. Provide Value: Users want to learn something new. Successful long interviews, like Luo Yonghao's, are not necessarily due to their video format but because of the host's popularity and controversial viewpoints.
In summary, the future of long interviews lies in providing "real value"—content that makes users feel their time was well spent, regardless of the length.
Final Conclusion
As the trend of video podcasts subsides, length and fame will no longer be enough. Only content that offers "new information, genuine stories, and in-depth conversations" will stand out in a world where users' time is precious. After all, no one wants to listen to repetitive philosophies and formulaic stories.