Taylor Swift has entered the chat, and there’s no denying podcasting has reached “
New Heights.” Arguably the
world’s most popular artist dropping her latest album on a football podcast has grabbed the attention of Swifties and sports fans alike, millions of them. That’s because the creator
economy has a growing domain, and it’s where audio meets video.
Podcasters are now commanding engaged, cross-channel audiences, and even Taylor is getting in on the action.
Marketers should also take note. Partnering with audio-first creators is helping brands build long-term equity, drive measurable ROI, and be at the heartbeat of the cultural conversation.
New News: Audiences Have Evolved from Ears to Eyes
Podcasts started out as an audio-only channel and a natural extension of the reach and popularity of
radio, but listenership has evolved significantly. And as usual, creators helped shape the curve. Many have found ways to connect with and build their audiences across a spectrum of channels,
including TikTok, Instagram and YouTube, transforming listeners into viewers. Need proof? Swift’s first and only two-hour podcast already has garnered over 22 million YouTube streams and broke a
world record.
The numbers tell the story. Coleman Insights and Amplifi Media found 77% of podcast consumers now switch between audio and video depending on context, with video
podcasts used across screens – from phones to tablets and smart TVs. YouTube alone now has more than 1 billion monthly viewers for podcast content worldwide, and over 80% of podcast
listeners follow their favorite host on multiple platforms, according to Edison Research, leading to increased interaction and a deeper sense of community and loyalty.
Alright Now: Blurring Lines Between Channels
YouTube is just the beginning. Platforms once reserved for scripted TV, like Netflix, Apple TV and Amazon Prime,
are already jumping aboard and experimenting with podcast streaming, signaling how blurred the lines between listening, viewing and influencing channels have become.
Consider the
decline of late-night television ratings in recent years. Once home to cultural commentary and celebrity interviews, audiences are shifting to on-demand programming, and popular late-night hosts like
Trevor Noah, Conan O’Brien and Seth Meyers are moving beyond the TV set, becoming audio creators in their own right. This shift signals audiences are seeking something different –
longer-form, unscripted, intimate content that feels less polished, more accessible and more personal.
Other well-known names ranging from Hoda Kotb to Amy Poehler are also
embracing this shift, meeting fans where they are, and reimagining conversational formats for the audio meets streaming era. Podcasts provide creative control, unfiltered expression, and the ability
to connect directly with audiences outside of the network system.
Podcasting veterans like Alex Cooper have embraced this too, balancing raw authenticity with the feel of a
production.
“I think what listeners enjoy, as much as they love the authenticity that is podcasting, they also enjoy feeling like this is a show,”
she told the BBC. For
Cooper, staying connected to her audience means showing up as her real self, and by stepping away from overly polished personas has only deepened that connection and boosted engagement.
As creators evolve into full-fledged platforms, their influence now spans podcasts, video, and social – demanding that marketers follow suit and deliver podcast marketing strategies that
travel across every format their audiences consume.
No Dumb Questions: Are Video Podcasts Really Podcasts? Who Cares?
There’s been plenty
of debate around what video podcasts really are. Are they still podcasts? Are they another version of traditional YouTube videos? Something in between, or a new channel altogether?
But only one question really matters: Where are audiences spending their time – and how can brands tap into their reach, influence and impact?
Podcasts across every
format offer real attention at scale. That level of attention, especially when paired with a trusted host and authentic messaging, creates brand impact that’s hard to replicate elsewhere.
And when creators are brought in early, they create better content. They know exactly what will resonate with their audiences (and what won’t). Working with podcast hosts and
creators – from niche up-and-comers to chart-topping veterans – helps co-create campaigns that feel natural, not forced.
Swifties x 92 Percenters: Video
Podcasts Aren’t a Trend. They’re the Future.
Video podcasts are no longer niche – they’re high-impact, high-engagement content avenues that
are influencing purchasing decisions, brand loyalty, and culture itself.
Data from Acast shows that dual-format podcast audiences are more likely to view the creator as a friend (+9%), act on ads (+7%), and engage with at least half of the ad
inventory (+21%) compared to audio-only audiences.
This is especially evident among Gen Z. According to the
Gen Z Podcast Listener Report by Edison Research, an overwhelming 84% of Gen Z monthly podcast
listeners have watched podcasts, with nearly half (49%) saying video helps them better understand the tone and context through facial expressions and gestures, and 45% reporting feeling a stronger
connection to the host.
The format lends itself to deeper storytelling, visual brand integration, and cross-platform amplification. And at a time when marketers are being
asked to do more with less, video podcasts offer rare efficiency. They’re one of the few creator channels that can span the full funnel in one execution.
This isn’t a
passing moment – it’s a lasting media shift. As audience behaviors evolve and the definition of “podcasting” expands, brands that adapt early will enter their new era of
engagement.
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