The Great Podcast Rebranding: Why Video is Changing the Game

Once simply audio on demand, the podcast has transformed into something much bigger, and video is the catalyst. With streaming giants like Netflix and Apple diving headfirst into the podcasting arena, it's clear that the traditional definition of a podcast is under pressure. The data is unambiguous: video isn't just an addition to the podcast world. it's redefining it.

Video Takes Center Stage

The term 'podcast' first appeared in 2004, a clever portmanteau meant to describe downloadable audio broadcasts on iPods. Fast forward to 2023, and few 18 to 34-year-olds have ever held an iPod, let alone listened to a podcast on one. Enter video podcasts. Platforms like YouTube have emerged as leading destinations, boasting over 1 billion monthly users tuning in to watch their favorite shows.

As Netflix and Apple announce enhanced video experiences for podcasts, traditional audio-only platforms like Apple's own app are losing ground. Apple's share of the podcast market shrank from 15.7% in 2022 to 11.3% in 2025. The video shift isn't just about popularity. it's a fundamental evolution. With influencers and celebrities like Amy Poehler launching video podcasts, the medium now rivals daytime and late-night TV audience reach and guest star power.

Audio vs. Video: Who Wins?

The rise of video podcasts poses an existential question: what truly defines a podcast? Video podcasts are, arguably, a brand new category. They blend traditional podcast elements with visual storytelling, appealing to those who consume content across multiple devices, including smart TVs. For advertisers, this blend of audio and visual media creates fresh opportunities to reach audiences, potentially commanding higher ad rates.

But there's a caveat. Most people listen to podcasts while multitasking, driving, working out, or doing chores, activities where video isn't practical. According to Triton Digital's report, 80% of audiences switch between listening and watching, indicating that the video format hasn't entirely supplanted the traditional podcast.

So who benefits from this shift? Video podcasts offer a goldmine for creators who can produce high-quality visual content and engage audiences more deeply. Platforms capitalizing on video functionality stand to win big, while audio-only services might struggle to keep pace unless they innovate.

The Takeaway: An Industry in Flux

Here's the thing: as video podcasts redefine the medium, the industry must grapple with naming conventions. Just as we still use terms like 'dial' for making a phone call, the word 'podcast' may endure despite its visual expansion. Still, a new term might emerge as the market matures, perhaps one that better captures the hybrid nature of this format.

This transformation isn't just a trend. it's a shift in audience behavior and technological capability. While traditional audio podcasts remain valuable for their portability, video enriches the experience, bringing new dimensions to storytelling. For now, the industry finds itself straddling a line between its audio roots and a visually enriched future.

As video content reshapes the market, the challenge will be to keep the essence of podcasting, intimate, engaging discussions, alive, even as we watch instead of just listen.