Over the years, I’ve seen trends come and go. What sets seasoned professionals, like myself apart is their ability to spot what works and what doesn’t. It’s not just about staying ahead of the curve but knowing how to adapt when the curve bends in unexpected ways, like AI and video is doing now. This adaptability, paired with years of hands-on experience, allows us to make decisions rooted in both logic and instinct.
What’s more, experience brings credibility. Whether it’s mentoring or having many years experience working with younger professionals, presenting at conferences, or building partnerships, there’s a trust that comes with having a history of being there and working hard at delivering results. That trust often opens doors that others struggle to access.
Another key advantage? The global network you build over many years of time or know how to build. Relationships and the ability to make new relationships really matter, and having a wide-reaching network isn’t just about connections—it’s about knowing how to turn those connections into trust relationships and then opportunities. Whether you’re negotiating a deal or launching a new initiative, those relationships can often make all the difference.
The role of experience in leadership isn’t just about knowing the answers; it’s about teaching others to ask the right questions. Whether you’re leading a team, driving innovation, or mentoring future leaders, experience bridges the gap between where an organization is and where it wants to go.
As industries evolve, we need experienced leaders who can combine wisdom with innovation like AI. Experience isn’t about being stuck in the past; it’s about whether the individual has learned about the latest innovations based on real world independence or via corporate experience using the lessons of the past to navigate the future with confidence. That’s the kind of value seasoned professionals bring, and it’s why companies that prioritize experience often find themselves ahead of the pack.
By Rob Greenlee, Podcast Tips Show, and NewMediaShow.com
The Evolving Meaning of “Podcast(s)”in 2025 and Beyond
As 2025 approaches and arrives, the podcasting industry stands at a crossroads. The definition of what a podcast is—and what it represents—is increasingly under scrutiny. Once synonymous with independent, RSS-fed, downloadable audio content, the term “podcast” now risks becoming a catch-all descriptor for digital media, blurring the lines between audio and video; open platforms are under threat, and growing proprietary ecosystem communities, and human creator-driven versus AI-generated content. However, entirely AI-created content becomes indistinguishable from human-generated content, with AI assistance becoming the norm.
“The word “podcast(s)” once evoked images of niche audio and video shows downloaded via open RSS feeds and played on dedicated podcast consumption apps. For many years, platforms like Spotify, YouTube, X/Twitter, LinkedIn, TikTok, Facebook, and Rumble have been reshaping and expanding the meaning and complexity of being an online media podcaster creator.”
Video and perceived video podcasts dominate YouTube and other video enabled platforms. Spotify’s deals with creators like Joe Rogan signal a shift toward a hosting and redistribution model for the large proprietary consumption platforms, while Spotify was willing to allow Rogan to distribute externally via RSS and be in YouTube. Meanwhile, creators often migrate to platforms prioritizing audience growth and early monetization, and increasing creator desire for paid content and community building reshape expectations. More direct creator and audience relationships expand and enable direct monetization support not controlled by enormous consumption platforms like Spotify and YouTube.
“In this landscape, the word “podcast(s)” risks becoming synonymous with “online content and content creators,” regardless of format. This shift poses an existential question: Does podcasting’s identity remain rooted in open distribution and audio storytelling, or does it evolve into a broader descriptor encompassing video, proprietary content, and even AI-driven creations? The truth is that video has always been part of podcasting and is not new, but it is reshaping the medium in new ways.“
The Rise of the “Creator”
As podcasting grapples with its identity, the term “creator” is rising in prominence and relevance. It’s an inclusive label that captures the multifaceted roles of today’s media producers. Whether crafting audio narratives, filming engaging videos, or leveraging AI tools for content generation, creators are no longer bound by traditional formats, creation processes, and tools.
This shift reflects broader industry trends. Once a secondary consideration, monetization is now the primary “first mover” motivator for many aspiring creators. Platforms like TikTok, Instagram, and YouTube have normalized the expectation of early financial rewards, and proprietary podcast platforms are following suit. The entry of well-known personalities from mainstream media further accelerates this trend, bringing polished production, established audiences, and high expectations for monetization.
The Threat to Open Podcasting
Proprietary platforms are reshaping podcasting, but at what cost? Open RSS-based podcasting, which democratized content distribution, is under threat. Platforms like Spotify offer creators tools for growth and monetization, but often at the expense of independence and open distribution with increasing rehosting of content in a move away from podcasters centrally hosting media and having a pass-through process. Drawn to convenience and exclusive content, listeners may unknowingly contribute to the decline of open ecosystems.
This trend mirrors the consolidation seen in other media industries. As large platforms gain control, they shape the rules of engagement, from content discoverability to monetization structures. While these platforms promise greater reach, they also impose greater control, including the potential for algorithmic moderation and censorship.
The Role of AI in Content Creation
AI is both a disruptor and an enabler. On one hand, AI tools make it easier than ever to create, package, and distribute content. They can generate ads, show notes, transcribe episodes, and create derivative content like highlights or social media clips. This represents a significant opportunity for creators to streamline production and expand their reach.
On the other hand, the rise of AI-generated content blurs the line between human creativity and machine efficiency. As platforms embrace AI for content moderation, the risk of censorship increases. Creators may find their work suppressed or altered by AI to meet platform guidelines, raising questions about artistic integrity and freedom of expression.
Monetization and Moderation: The New Battleground
The lure of monetization attracts creators to platforms that promise financial rewards, but it also comes with strings attached depending on the chosen distribution consumption platform. Content moderation is becoming increasingly sophisticated and driven by AI and platform policies. While moderation can protect against harmful content, it can stifle creativity and dissent.
For creators, this dynamic presents a dilemma: accept the trade-offs of platform dependency or navigate the challenges of remaining independent. As monetization becomes the central focus, creators may prioritize content that aligns with platform algorithms, potentially at the expense of originality and authenticity.
Looking Ahead: A Fragmented Future
By 2025 and beyond, the podcasting landscape may be unrecognizable. The term “podcast(s)” could encompass everything from traditional audio shows to video series, AI-generated cloned voice and visual narratives, and beyond. The rise of proprietary platforms, combined with the increasing prominence of AI, suggests a future where content creation is more accessible but also more controlled and global in every language.
The challenge for the podcasting community is to preserve the values that made the medium unique: open distribution, creative freedom, and audience-first storytelling. Whether podcasting retains its identity or evolves into a broader category of online content will depend on the choices made by creators, platforms, and listeners.
The Identity Crisis
Podcasting’s identity crisis reflects broader changes in the media landscape. As platforms consolidate power, creators must decide whether to prioritize reach and monetization or independence and authenticity. The evolution of the term “podcaster” or “podcasting”—and the rise of the “creator” as a defining label—signals a shift in how we think about content creation and consumption.
In navigating this future, the podcasting community must confront hard questions about its values, goals, and identity. The choices made today will shape the medium for years to come, determining whether podcasting thrives as an independent art form or becomes another cog in the machine of digital media.
By Rob Greenlee, Spoken Life Media, and NewMediaShow.com
The podcasting industry in the USA has experienced steady and consistent growth over the past 20 years, transforming from a niche hobby to a mainstream medium. By 2024, the podcasting landscape has reached a critical juncture characterized by high awareness and saturation. This maturation phase brings opportunities and challenges as the industry navigates a plateau in audience growth and shifts in platform dominance.
High Awareness and Listener Saturation Recent data from Edison Research and Triton Digital reveals that Americans are nearly universally aware of podcasting, with 80% of the population aware of podcasts and 67% having listened to a podcast at least once. This significant penetration underscores podcasts’ widespread acceptance and integration into everyday life. However, this saturation suggests that the more rapid growth phase of podcasting may be behind us, and the industry is now entering a period of maturation or stabilization.
Further supporting this, a survey conducted by Edison Research indicates that the number of new podcast listeners grew only by 5% from 2022 to 2023 and only up 3% from 2023 to 2024. This plateau in audience growth necessitates a strategic pivot for podcasters and advertisers, who must now focus on retaining and deepening engagement with existing audiences rather than relying on the influx of new listeners.
YouTube: The Dominant Podcast Consumption Platform? One of the most significant perceptional trends shaping the podcasting market 2024 is the rise of YouTube as the leading platform for podcast consumption in the research data. Known for video content, YouTube’s user-friendly interface and vast audience base have made it an attractive platform for audiences to think they are watching podcasts. According to research from Media Research Group, YouTube now accounts for 30% of all podcast consumption in the USA, rivaling traditional audio-only platforms.
This shift towards YouTube underscores the evolving nature of podcast consumption. Listeners increasingly favor platforms that offer a seamless and integrated experience, combining audio, video, and social engagement. For podcasters, leveraging YouTube’s algorithms and expansive reach can drive potentially higher visibility and audience engagement with a YouTube-specific strategy. However, it also demands a reevaluation of content strategies to incorporate visual elements and optimize for video-consuming audiences.
Spotify’s Dominance Beyond the USA While YouTube is a key leader in the podcast consumption race in the USA, Spotify maintains a stronghold in international markets. Spotify’s aggressive expansion and strategic acquisitions have positioned it as a global podcasting powerhouse. The platform’s user-friendly interface, personalized recommendations, and exclusive content have attracted a substantial listener base outside the USA.
Research by the Global Web Index shows that Spotify commands 40% of podcast listeners in Europe and 35% in Latin America. Spotify’s dominance is particularly pronounced in these regions, where the platform invests heavily in localized content and partnerships. This international focus provides Spotify with a diversified audience base and revenue streams, mitigating the impact of market saturation in the USA. For podcasters with global aspirations, Spotify remains a crucial platform for reaching diverse and engaged audiences.
Decline in Podcast Advertising and Investment Despite the high levels of awareness and engagement, the USA podcasting market faces challenges in advertising and investment. According to an Interactive Advertising Bureau (IAB) report, podcast advertising revenue grew by only 5% in 2023 for $1.9 billion, a stark contrast to the double-digit growth rates in previous years. We have yet to see if 2024 reaches the IAB projected 12% growth to $2.6 Billion in advertising revenue. Advertisers are becoming more cautious, scrutinizing the return on investment and reallocating budgets to other digital channels that offer more measurable and immediate results.
Broader economic factors compound this shift in advertising dynamics. The uncertainty in the global economy and tightening marketing budgets have led to a more conservative content safety and suitability approach to podcast advertising. Additionally, the proliferation of podcasts has led to audience fragmentation, making it more challenging for advertisers to achieve the same impact as they did during the medium’s early boom years.
Investors, too, are reevaluating their approach to the podcasting market. While there is still interest in innovative content and platform developments, the fervor for pouring large sums into podcast startups has tempered. According to PitchBook Data, investment in podcast-related ventures declined by 15% in 2023 compared to the previous year. Investors seek more sustainable and proven business models, focusing on profitability and long-term viability over rapid growth and market share.
The podcasting market in the USA has undeniably matured Podcasting has reached a peak in terms of awareness and listener penetration. The dominance of YouTube as a podcast consumption platform and Spotify’s strong international presence illustrate the shifting dynamics within the industry. However, the current decline in podcast advertising and investment signals a need for strategic adaptation.
As the podcasting landscape evolves, stakeholders must focus on creating high-quality, engaging content while exploring new monetization strategies. The era of rapid growth may be over, but the potential for sustained success in a mature market remains promising.
By Rob Greenlee, Founder of Spoken Life Media and 2017 Podcast Hall of Fame Inductee
In this article, I will do a deep and detailed exploration of the evolving landscape of on-demand and live video in the podcasting market. I also explore various facets of this re-merging audio and video plus LIVE media in a podcast medium most recently seen as an audio-only medium.
Engagement and Personal Connection: Video podcasts foster a more intimate and engaging viewer experience. By incorporating visual elements, audiences can see the hosts’ and guests’ emotions, gestures, and nuances, creating a deeper connection and understanding. This visual layer enriches the storytelling, making the content more relatable and memorable.
Expanding Audience Reach: The dual optional nature of video and audio podcasts caters to audiences that are flexible in their media consumption as they prefer to have an option to consume the video version is different consumption methods like on a big screen TV for video and while at the gym or bus consume the audio version. Some people prefer the convenience of audio podcasts during commutes or while multitasking. In contrast, others significantly engage more with visual content when relaxed or needing a more immersive video experience. This flexibility in consumption ensures that content creators can reach a wider audience, accommodating various lifestyles and preferences.
Content Versatility and Repurposing: One of video podcasts’ most significant benefits is their adaptability. A single episode can be transformed into multiple content forms, such as full-length records plus Live and short videos for platforms like YouTube, Twitter X, LinkedIn, Instagram, TikTok, and Facebook, audio-only versions for most of the podcast consumption app platforms, and some of those same apps make a full video version available if they support video files linked from an RSS feed, like an MP3 file on the audio version. This distribution versatility maximizes getting your content in front of the most potential audience if you make evergreen content appealing to an audience beyond a short period of time, offering creators more opportunities to connect with different audience segments.
Enhanced Monetization Potential: The incorporation of video significantly broadens the reach and monetization scope for creators. It allows for more dynamic advertising models, including video ads, sponsored content, and visual product placements, which might be less impactful in audio-only formats. Audiences’ increasingly diverse consumption patterns present audio and visual monetization opportunities. This diversification of revenue streams can be crucial for the sustainability and growth of content creators.
Personalization and Complexity in Storytelling: Video podcasts and audio offer a rich platform for storytelling. Creators can utilize visual aids, on-screen graphics, and other visual elements to convey complex information in an accessible and engaging manner. This enhanced storytelling capability is precious in educational, technical, or narrative-driven content, where visual elements can clarify and enrich the subject matter.
Synergy with Social Media Trends: The rise of social media platforms prioritizing short- and long-form video content has further propelled the popularity of live videos and video podcasts. These platforms offer an ideal stage for video podcasts to flourish, providing content creators access to large, engaged, interactive communities and the opportunity to tap into viral trends.
Technological Evolution Supporting Quality and Accessibility: Video streaming and the widespread availability of ubiquitous high-speed wireless internet have democratized the production and consumption of high-resolution video content. The technological strides have made it easier for creators to produce and distribute video podcasts, ensuring a professional and accessible viewing experience for audiences worldwide. We are also seeing innovations in RSS around the Podcasting 2.0 project namespace to expand the abilities of that open download distribution method vs proprietary HLS streaming. We must be open to utilizing this HLS streaming technology outsidemassive big tech platforms like YouTube.
Meeting New Audiences Expectations: Publishing content in audio and video versions that fit with younger and even older audiences. The younger demographics strongly prefer video-based content and can increasingly consume it on mobile in vertical and landscape formats. Video podcasts align perfectly with these evolving expectations, offering a format that resonates with the visual-centric consumption habits of modern viewers. These short mobile videos increasingly display synchronized text transcriptions on screen for mute consumption in many languages via AI transcription and translation technology.
Interactivity and Community Building: Video show podcasts can enable compelling interactive experiences. Formats like live streaming with real-time audience interaction, Q&As, and polls directly engage viewers and foster loyalty and community around and outside the videos. This interactivity enhances the viewer experience and builds a more substantial relationship with the show host and other audience members.
Brand Identity and Visual Impact: Independently produced video and audio shows are a powerful brand-building tool for individual creators and companies of all sizes. The visual element of these podcast shows helps forge a distinct and memorable brand, product, services, customer education, connection, and support relationships, setting this media opportunity in the vast media landscape.
The fusion of audio and video in the form of audio/video podcasts is not just a trend but a significant re-emerging shift in content consumption. This back to the future evolution is a response to technological advancements and changing audience preferences, positioning video podcasts as an integral and future-forward component in content strategies worldwide. The article will delve into these aspects, providing insights, examples, and expert opinions to offer a comprehensive understanding of the impact and potential of video podcasts in the current media ecosystem.
