By Rob Greenlee
In the world of podcasting, the conversation too often turns into a binary: “Go video first” or “Stick with audio.”
“But the truth is, the future isn’t about choosing one over the other—it’s about flexibility, adaptability, and understanding how both formats can work together to serve your content and your audience.“
Video has become a powerful tool for discovery, growth, and monetization. Platforms like YouTube offer unmatched reach and the kind of revenue potential that audio platforms still struggle to match. But that doesn’t mean you have to abandon audio.
“In fact, many of the most successful shows today are finding their stride by thinking hybrid from the start—creating content that sounds great and looks great.“
Here’s something I’ve observed: transitioning from video to audio is much easier than the other way around.
A high-quality video recording can easily be repurposed into a compelling audio podcast. But converting a pure audio show into something visually engaging for video audiences? That takes more thought, more planning, and often a bigger creative lift. This is why designing with both formats in mind from the outset is becoming the smart move for creators who want to future-proof their shows.
That said, audio-first is still incredibly powerful. Podcasting began as an audio medium for a reason—it’s intimate, portable, and deeply engaging. Millions still tune in daily to audio-only shows while driving, walking, working, or relaxing. That connection isn’t going away.
The key is not to treat audio as a secondary format, but to find ways to enhance it with visual assets—clips, promos, companion videos—when it serves your content and audience.
For video-first creators, the opportunity is huge, but there’s a responsibility too. Just because your show looks great on screen doesn’t mean it’s ready to succeed as a podcast. Audio audiences need clarity, structure, and storytelling that works without visuals. Overlooking that can alienate listeners and dilute your message. But when done right?
“A video-first show that respects the audio experience can reach audiences in both worlds.“
This isn’t a competition between formats—it’s a collaboration. Video with audio. Audio with video. The creators who embrace this mindset will be the ones who stay ahead in a media landscape that keeps evolving.
The path forward in podcasting isn’t about picking sides—it’s about expanding possibilities.
I see that 2016 will bring continued and steady growth in the on demand audio and podcast markets though with some consolidation of larger players.