{"id":22442,"date":"2025-07-09T17:34:48","date_gmt":"2025-07-09T17:34:48","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22442"},"modified":"2025-07-09T17:34:49","modified_gmt":"2025-07-09T17:34:49","slug":"podcasts-created-a-new-media-category-where-do-they-go-from-here","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22442","title":{"rendered":"Podcasts created a new media category. Where do they go from here?"},"content":{"rendered":"
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In the year 2025, podcasts feel inescapable. Everyone\u2019s a podcaster, and everything is a podcast.<\/p>\n

It wasn\u2019t always like this.<\/p>\n

The birth of the podcast is largely tied to the creation of the RSS audio feed in 2001, though the term \u201cpodcast\u201d wasn\u2019t coined until 2004. The following year, Steve Jobs declared that \u201cApple is taking podcasting mainstream\u201d when the company made podcasts accessible in iTunes (it\u2019s now celebrating the 20-year milestone with a curated list of 20 of the most impactful shows from the past two decades). But the true mainstreaming of the medium didn\u2019t really happen until nearly a decade later, when Apple released a standalone podcast app in 2012, followed by the debut of megahit Serial<\/em> in 2014.<\/p>\n

After that, podcasting was officially supercharged. Podcasts became all but essential advertising channels for major tech and media companies, with podcast ad revenue climbing past the $1 billion mark in 2021, and seemingly everyone with a platform\u2014from actors to ad execs\u2014getting behind a microphone.<\/p>\n

It hasn\u2019t been all rainbows and sunshine in the podcast industry, though. In recent years, layoffs and advertising slowdowns have plagued the space, indicating a potential thirst for change.<\/p>\n

Enter video podcasts, which have given consumers a different way to engage with the format\u2014and have unlocked a plethora of video advertising opportunities for creators and hosting platforms.<\/p>\n

\u201cWhat the consumer wants is that foreground-background flexibility,\u201d Emma Vaughn, global head of advertising and content business development at Spotify, told Marketing Brew. \u201cIf you\u2019re listening, and all of a sudden you want to see the expression on the face of the interviewee, you can just turn your phone around, then put it back in your pocket. Even if you did that for two minutes, the fact that the video is available there increases overall consumption. [Video] really is like a tide that lifts all boats.\u201d<\/p>\n

If video killed the radio star, could it do the opposite for the podcast host?<\/p>\n

What\u2019s in a name<\/del> podcast?<\/h2>\n

Video content has become so ubiquitous in podcasting that today, the most commonly accepted definition of a podcast is a \u201crecording of people discussing any topic on YouTube that is also available as [an] audio-only show elsewhere,\u201d according to a recent survey of more than 4,000 Americans ages 12 and up conducted by Edison Research and podcast ad agency Oxford Road. About half (52%) of respondents went even further, saying that they considered \u201ccontent that is only available on YouTube in video form\u201d to be podcasts.<\/p>\n

The lack of agreement on a definition \u201chas the ability to be a problem,\u201d Oxford Road founder and CEO Dan Granger said, \u201cbut I choose to see it as an opportunity.\u201d For one, he said, video helps with the discovery of new content, which has long been an issue for the audio-based medium.<\/p>\n

\u201cIf I press play on a 90-second podcast trailer, put the phone in the center of the table, and stare into your eyes for 90 seconds, we wouldn\u2019t hang out anymore,\u201d Bryan Barletta, founder of the podcast trade association Sounds Profitable, said. \u201cThere are some aspects of getting people\u2019s attention that do need visuals.\u201d<\/p>\n

That could be one reason why most major audio companies are pushing further into the video game. At the end of last year, Acast, a global podcasting platform and tech company, acquired Wonder Media Network, a creative podcast studio, in an effort to expand branded content and video production capabilities, Greg Glenday, Acast\u2019s CEO, told us.<\/p>\n

With more creative support, video has become a central part of Acast shows, and it\u2019s brought different types of creators into the company\u2019s fold. \u201cWe\u2019ve got some YouTubers that are mostly YouTubers that also do podcasting, and then we have some podcasters that are learning how to do video on YouTube and other places,\u201d Glenday said.<\/p>\n

Even companies like NPR and SiriusXM that started in radio are embracing podcast video. Stephen J. Dubner, host of the podcast Freakonomics Radio<\/em>, which has amassed hundreds of millions of downloads and celebrates its 15th anniversary this year, told Marketing Brew that he, too, has \u201ctoyed with adding a small video component,\u201d building on a growing YouTube audience for the show, which is currently only available as audio-only on that platform.<\/p>\n

\u201cYouTube is the most-watched platform in the world,\u201d Adam Sachs, SVP of podcast content at SiriusXM, said. \u201cIt\u2019s where the media audience is more than anywhere else\u2026Putting your podcast up there gives it a chance of being served to so many more people than it would have had you just been in the closed RSS ecosystem.\u201d<\/p>\n

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As video use gets more widespread in podcastland, Glenday said that the additional ad opportunities are attractive to both creators and advertisers\u2014but he noted that breaking into video isn\u2019t always the right fit. Business podcasts aren\u2019t often significantly enhanced with visual assets, he said, and he noted that some, like podcast pioneer Marc Maron, have said that adding a filmed component can change the feel of a conversation and make it seem more scripted\u2014although, he added, the security of a more contained discussion could also be alluring to brands.<\/p>\n

\u201cIt depends on the show and the quality of it, and if they know what they\u2019re doing,\u201d Glenday said. \u201cIf they\u2019re showing a lot of charts or highlights, if it\u2019s a recap and they need to show something, then great, do video. And we\u2019re happy to sell both, so we\u2019re trying not to push [creators] one way or the other.\u201d<\/p>\n

Roll the (measuring) tape<\/h2>\n

While video can offer another way to monetize podcasts, stretching the medium further across platforms is amplifying another obstacle: measuring ad campaigns, which was already seen as being difficult in the podcasting space.<\/p>\n

Traditional podcast measurement relies on a pixel-based attribution system, but video platforms use different measurement tech and metrics, which has led to \u201csome frustrations by buyers,\u201d said Gina Garrubbo, president and CEO of National Public Media, NPR\u2019s exclusive sponsorship arm.<\/p>\n

\u201cYou have a show distributed to multiple points of distribution, and each of those points of distribution requires its own methodology,\u201d Granger said. \u201cThere\u2019s always been ways that advertisers had to figure out assigning credit between channels, but never so much for the same assets\u2026There\u2019s a whole new layer of fragmentation that is making this job harder to do for everybody, and some advertisers are saying, \u2018I don\u2019t need more problems in my day. Just give me something that I understand.\u2019\u201d<\/p>\n

Agencies like Oxford Road are trying to help marketers by \u201cdoing the math to triangulate\u201d the different metrics\u2014whether that\u2019s an RSS download, a stream on Spotify, or a view on YouTube\u2014but with no standard metric across platforms, podcast measurement remains predicated on some assumptions, Granger said, leading to some of that advertiser frustration.<\/p>\n

That means some companies are emphasizing some podcast ad formats over others like media and investment company FlightStory, which has identified visual, baked-in ads as its most efficient advertising format. Christiana Brenton, FlightStory\u2019s chief revenue officer, told us that she believes consumers have already signaled their desire for video-first podcasting content, and focusing on video-first ad buying is key to understanding and improving performance. But if podcast companies don\u2019t have the technology to dig into video,she believes that creators and advertisers could be left behind on outdated RSS reliance.<\/p>\n

\u201cWe have these big companies that don\u2019t have ad stacks that enable video-first distribution,\u201d Brenton told us. \u201cI would really challenge a lot of the creators to really critically assess the incentives at play with some of the existing marketplaces, because if there\u2019s any company that specializes in the creator economy or podcasting that is not advising creators to be video-first and to adopt baked-in read formats, they\u2019re ultimately really limiting their audience growth and also limiting the ad effectiveness.\u201d<\/p>\n

Even amid the challenges, there continues to be advertiser demand for podcasts of all kinds, whether that\u2019s audio-only or contains video.<\/p>\n

\u201cAnytime you see the growth, both from the user numbers, but also the zeitgeist\u2026advertisers are going to flock to that, too\u201d YouTube VP of Partnerships Tim Katz said. \u201cWe\u2019ve seen a lot of asks from advertisers around, \u2018How can I get connected with this podcast?\u2019 Or, \u2018I want to make sure that I\u2019m targeting podcasts.\u2019\u201d<\/p>\n

Death of the RSS feed?<\/h2>\n

While execs agreed that it\u2019s becoming increasingly difficult to start and monetize a successful podcast without a video component, there doesn\u2019t seem to be much fear that could translate to the death of pure audio.<\/p>\n

Spotify, for instance, encourages creators to add video elements to their podcast on the platform to help with discovery and monetization, but still welcomes audio-only podcasters, Vaughn said. As of late last year, more than 250 million Spotify users had watched a video podcast on the platform, per the company.<\/p>\n

\u201cIt\u2019s not a zero-sum game,\u201d she said. \u201cThat said, we see video as additive.\u201d<\/p>\n

YouTube\u2019s Katz agreed that the RSS feed isn\u2019t likely to disappear anytime soon. The people creating them, though, might just start going by a different title.<\/p>\n

\u201cWe\u2019re at this magical place between the two, where we\u2019re getting podcasters to become more like YouTubers and YouTubers to become more like podcasters,\u201d he said.<\/p>\n

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This is one of the stories of our Quarter Century Project, which highlights the various ways industry has changed over the last 25 years. Check back each month for new pieces in this series and explore our timeline featuring the ongoing series.<\/p>\n<\/div>\n

Visit the timeline<\/p><\/div>\n

<\/span>\"\"\"\"<\/span><\/figure>\n<\/div>\n<\/div>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the year 2025, podcasts feel inescapable. Everyone\u2019s a podcaster, and everything is a podcast. It wasn\u2019t always like this. The birth of the podcast is largely tied to the creation of the RSS audio feed in 2001, though the term \u201cpodcast\u201d wasn\u2019t coined until 2004. The following year, Steve Jobs declared that \u201cApple is […]<\/p>\n","protected":false},"author":1,"featured_media":22443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22442","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nPodcasts created a new media category. Where do they go from here? | Brandiary<\/title>\n<meta name=\"description\" content=\"In the year 2025, podcasts feel inescapable. 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