Podcaster Tips – Audio and Video Podcasting with Rob Greenlee: Recent Episodes
Rob Greenlee
By Rob Greenlee
For years, the podcast industry has argued over what a podcast really is.
- Is it an RSS feed?
- Is it an audio file?
- Is it a downloadable media enclosure?
- Is it open distribution?
- Is it something in Apple Podcasts?
Those definitions still matter, especially to those of us who helped build and protect the open podcasting ecosystem. RSS matters. Creator control matters. Portability matters. Ownership matters.
But here is the uncomfortable truth: The word podcast is no longer owned by the industry. It is now owned by the audience.
The audience does not care nearly as much about the delivery technology as we do. They say they “watched a podcast on YouTube,” “followed a podcast on Spotify,” “saw a podcast clip on TikTok,” or “listened to a podcast in the car.”
They are not thinking about RSS, hosting platforms, download measurement, API delivery, or whether the file was streamed or downloaded.
They are thinking about the show. That is the shift.
To the public, a podcast is increasingly a recurring show with a host, a point of view, a topic, a relationship, and a familiar format. It may be audio. It may be a video. It may be clipped, streamed, summarized, searched, or recommended by an AI system.
This is where the old industry definition starts to break down.
The podcast industry can argue that YouTube shows are not “real podcasts.” But if millions of people call them podcasts, watch them as podcasts, and advertisers buy them as podcasts, then the market is already redefining the word.
That does not mean open podcasting is dead. It means open podcasting has to compete within a much larger media environment.
The danger is obvious. Platforms want to shape the meaning of podcasting around their own business models.
- YouTube wants podcasts to look and behave like YouTube.
- Spotify wants podcasts inside Spotify.
- Apple wants podcasts inside Apple Podcasts.
- Social platforms want clips.
- AI platforms want structured metadata knowledge and summarized answers.
Each platform pulls the word in its own direction. But the audience is the real force behind the change.
Words follow behavior. Television is no longer just a living room device. Radio is no longer just a local tower.
Podcasting is no longer just an RSS audio file. It is becoming a broader show format.
That means new media creators need to stop building only for the old definition of a podcast and start building for how audiences actually consume media now.
- The show is the center.
- The RSS feed is infrastructure.
- The website is the home base.
- YouTube and Spotify are discovery and consumption engines.
- Social clips are attention triggers.
- Email and community are direct relationships.
- AI search is becoming the next discovery layer.
This is the new podcast stack. The biggest mistake would be to fight the audience over the word. The smarter move is to protect the open foundation while accepting the expanded meaning.
Podcasting’s future will not be won by telling people they are using an incorrect term. It will be won by building trusted shows that work across audio, video, social, search, AI, and community.
The word podcast may have started as a technical, open, but narrow standard distribution term. But today, it means something much bigger. It means a trusted show people choose based on what the platform it is consumed on calls it; if a production looks and sounds like a podcast, then that is what they will think it is in their lives.
And that definition now belongs to the audience.
About the Author
Rob Greenlee is a 2017 Podcast Hall of Fame inductee and Chair, a global new-media leader who bridges podcasting’s human roots and its AI-driven future. As founder of Trust Factor Lab and host of the “New Media Show” and “Spoken Human”, Rob helps creators start, grow, monetize, and future-proof their content. He’s held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard, and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame. Learn more at RobGreenlee.com and join the Trust Factor Lab Creator/Podcast Services.
Personal note: I used AI tools to help organize this article and hand-edited it; the views, clarifications, responsibility, and industry perspective are mine. I have been working in podcasting and platform adoption for more than two decades, and this article reflects my own position. The original word choice was mine, and so is the clarification.
By Rob Greenlee
Spotify’s decision to support Apple Podcasts’ HLS video streaming approach is a bigger signal than it may first appear.
On the surface, this looks like a practical product update. Spotify for Creators and Megaphone need to support Apple’s new HLS video publishing workflow, so Spotify-hosted creators can publish video podcasts into Apple Podcasts without having to rebuild their whole setup on a different platform to get video into Apple Podcasts. Spotify has said that support for both Spotify for Creators and Megaphone is coming later this year, and that it is working with Apple on the integration.
But underneath that announcement is a much larger industry reality. Apple Podcasts remains the market mover in podcasting. When Apple changes something meaningful in podcasting, the industry aligns around it very quickly. That has been true since the early days of the iTunes podcast directory, and it remains true now. YouTube is massive. Spotify is powerful. Both are major forces in video, discovery, audience behavior, and creator monetization. But neither one has historically been able to shift the core technical direction of podcasting the way Apple can.
Apple’s move to support HLS video podcasts inside Apple Podcasts is not just another video feature. It is a market shift signal.
Apple is saying that video podcasting needs to work more like modern streaming media while still preserving the podcast model that creators, hosting companies, and listening platforms have built around for two decades.
Apple describes the new HLS video experience as allowing listeners to switch between audio and video, view horizontally, download video for offline viewing, and continue using existing podcast features, such as follows and downloads. Apple also says creators can monetize through sponsorships and dynamic advertising, including video ads provided by the creators’ hosting platform.
Since 2005, video podcasting has been available in Apple Podcasts as an MP4 video download via RSS, while non-RSS-based video distribution has gained traction on platforms like YouTube, which support video. Spotify has had video podcasts via direct upload, like YouTube, with a few API based submission processes.
Below is Apple iTunes Podcasts page on MAC and Windows.
Below is a screenshot of the Microsoft Zune Marketplace software on Windows from 2011.
Apple is not new to video podcasts, as well as the early (2007-2014) Microsoft Zune supported Video Podcasts (see image above); Apple has supported video since the earliest years of podcasting, when they were a significant part of the medium, with most mainstream media companies, large and small, supporting video podcasts via RSS, like HBO, Showtime, CNN, MSNBC, Comedy Central, and most others you can think of. Independent creators like Ask a Ninja and startups like Revision3 and TWIT.TV.
But since about 2014, video has not been central to the Apple Podcasts app, making it hard to discover it there today. Video podcasting was there but not treated as a first-class media experience in the Apple ecosystem, and thus declined in popularity as audio podcasts became dominant.
Now Apple and Apple Podcasts are moving video podcasting into a more modern HLS streaming framework, the same method YouTube uses to stream video.
All the above is why Spotify’s support for Apple’s HLS video publishing workflow is not optional. It is required if Spotify wants Megaphone and Spotify for Creators to remain competitive in podcast hosting.
Spotify cannot afford to be in a position where a creator using Spotify’s own hosting tools has a harder time publishing video to Apple Podcasts than a creator using Acast, ART19, Omny Studio, Transistor, Podigee, Libsyn, Blubrry, iHeart, or other hosting providers that have moved quickly into Apple’s HLS video workflow. Apple’s support materials already tell creators to work with a hosting provider that supports video via HLS on Apple Podcasts.
So Spotify had to move.
That does not mean Spotify suddenly became a fully open podcasting infrastructure company. Spotify has always been a bit of a rebel in the podcasting market. It often adopts podcasting approaches that shift the advantage toward Spotify’s own platform, app experience, audience data, and monetization systems. That is not always bad. Spotify has pushed the market forward in some areas, especially around video adoption and creator monetization inside its own ecosystem.
But Spotify has not typically been the company that aligns the whole podcasting industry around open, cross-platform technical standards.
Apple still plays that industry leadership role more than anyone else.
The next big question is whether Spotify stops at supporting Apple’s HLS publishing workflow or goes further.
Will Spotify add HLS video streaming support via RSS using an Alternative Enclosure or a similar pass-through model, so video stream links can flow beyond Apple Podcasts into other podcast apps and platforms?
That is the question that matters now.
If Megaphone and Spotify for Creators can support HLS video for publishing into Apple Podcasts, could they also support HLS video links inside RSS for external podcast consumption platforms like iHeart, Pocket Casts, Overcast, Fountain, and other apps that may want to support video playback in a more modern way?
That would be a much bigger move.
It would mean Spotify is not only supporting Apple’s new video podcast workflow because it has to. It would mean Spotify is helping make HLS video distribution more available across the broader podcast ecosystem. Really helping the broader industry to actually innovate in the RSS feed they have spent years criticizing was not happening.
The Alternative Enclosure concept matters because podcasting has long been built around the RSS media file enclosure model. Traditionally, that meant an audio file, often an MP3, delivered as a downloadable media file. For years, video podcasts have often meant an MP4 file. But modern video distribution does not really want to live solely in a giant downloadable-file model anymore.
HLS, or HTTP Live Streaming, breaks video into adaptive streaming segments. It is the way much of modern video delivery already works across the streaming media world. It can adapt to bandwidth. It can create a better user experience. It can open up better advertising possibilities. It can improve playback reliability. It can make video podcasting feel less like downloading a file and more like a contemporary media experience.
That is where podcasting is heading: Video-First.
The download model has served podcasting incredibly well. It gave podcasting its open distribution foundation. It allowed creators to publish once and reach many apps. It gave the medium independence from a single-platform gatekeeper, was simple, and took advantage of the limited bandwidth of the earlier medium-birth era that has now passed.
But as the industry moves deeper into video, dynamic video and audio ad insertion, cross-device (screen sizes) consumption, and seamless listen-to-watch and watch-to-listen behavior, the old download-first model is increasingly looking outdated as both the central delivery method and the metrics, too.
That does not mean RSS goes away. It means RSS has to evolve.
Podcasting needs to preserve the creator-controlled, open distribution layer while allowing modern media delivery, such as HLS, underneath it. That is the real importance of Apple’s HLS move. Apple is not adding video, as they have had video all along. Apple is forcing the hosting industry to rethink how podcast video and increasingly audio should be delivered, monetized, measured, and experienced.
Then everyone else has to respond. That is the cascade effect.
Hosting platforms have to support HLS publishing workflows. Ad tech platforms have to think about video and audio ad insertion differently. Metrics providers have to account for streams, downloads, plays, watch behavior, and hybrid listening/viewing sessions. Podcast apps have to decide whether they remain audio-only experiences or become richer show-consumption platforms. Creators have to decide whether their shows are audio-first, video-first, or multi-format, adapting to where the audience is.
Podcast Consumers will not care about the technical details. They will just expect the experience to work.
They will expect to start listening in the car, continue watching on a tablet, pick up later on a desktop, and still feel like it is the same show, because it is. Apple’s HLS video podcast experience is clearly aimed at that kind of seamless consumption behavior.
This is where podcasting becomes less about podcast media files and more about consuming shows at scale.
I have been saying for a while that podcasting is moving into a broader show-based media era. Audio is still core. Audio remains the most intimate and flexible format.
Video is now central to discovery, trust, audience connection, and monetization. The question is not whether video belongs in podcasting. It does. The question is whether the podcasting ecosystem can support video without simply handing everything over to YouTube, Spotify, or any other closed platform.
That is why Apple’s move matters.
Apple Podcasts is the only major podcast platform with sufficient market power to drive the industry toward a more modern technical layer while keeping podcasting connected to RSS-based distribution and creator-controlled publishing.
Spotify’s support for Apple HLS video is a practical business decision. Megaphone and Spotify for Creators need to stay competitive. But it is also an acknowledgment that Apple still has the power to set the technical direction of podcasting when it chooses to act.
The next test is whether Spotify will support this only where Apple requires it, or help extend HLS video publishing more broadly through RSS pass-through and Alternative Enclosure-style support.
This is where the industry should be watching.
If the HLS video format becomes something Apple supports only through approved hosting integrations, then we have a powerful new Apple Podcasts video layer.
If HLS video becomes something that can travel through RSS in a broader, interoperable way, then podcasting takes a much bigger step toward a modern open media future.
That second path is the one that could change everything.
It could impact consumers, creators, hosting companies, monetization systems, metrics standards, and listening/viewing platforms.
It could also finally move podcasting beyond the limits of the download model while preserving the open publishing spirit that made podcasting matter in the first place.
Spotify’s support for Apple’s HLS video shift is not just about Spotify. It is about Apple once again moving the podcasting market, and the rest of the industry deciding how open, modern, and creator-controlled the next era of podcasting will be.
About the Author
Rob Greenlee is a 2017 Podcast Hall of Fame inductee and Chair, a global new-media leader who bridges podcasting’s human roots and its AI-driven future. As founder of Trust Factor Lab and host of the “New Media Show” and “Spoken Human”, Rob helps creators start, grow, monetize, and future-proof their content. He’s held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard, and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame. Learn more at RobGreenlee.com and join the Trust Factor Lab Creator/Podcast Services.
Personal note: I used AI tools to help organize this article and hand-edited it; the views, clarifications, responsibility, and industry perspective are mine. I have been working in podcasting and platform adoption for more than two decades, and this article reflects my own position. The original word choice was mine, and so is the clarification.
By Rob Greenlee
This article provides context about my comments on New Media Show episode 660 with Libsyn CEO Brendan Monaghan, where we discussed Podcasting 2.0, RSS tag adoption, and the gap between innovation and mainstream platform implementation.
During my recent interview conversation with the Libsyn CEO, I used the word “fringe” when discussing Podcasting 2.0 RSS extension tag ideas. That comment in an extended audio clip was played and discussed on “Podnews Weekly Review“, and understandably, it raised concerns in parts of the podcasting 2.0 community, including Dave Jones and Adam Curry on the Podcasting 2.0 podcast. Let me say this clearly. That was not the right word for me to use, and I regret saying it that way.
Not because I am backing away from the broader point I was trying to make, but because the word itself does not reflect how I actually view the work happening in the Podcasting 2.0 and open RSS ecosystem.
The comment came out quickly in a live discussion and did not carry the full context I intended.
What I was trying to describe is something I have repeatedly seen said over the past two decades working with large platforms, hosting companies, and media organizations: there is a real difference between something that is not widely adopted yet and something that is not valuable.
Podcasting 2.0 Innovation Has Real Value
Podcasting 2.0 innovations are valuable. RSS namespace expansion, new tags, and experimentation around monetization, identity, transcripts, funding, and distribution all matter. This is where much of the real innovation in podcasting is happening.
At the same time, many of these capabilities have been around for several years, in some cases for close to five years. That historical context matters. My comment was not about the value of the ideas themselves. It was about the pace and pattern of adoption, especially among larger platforms.
When I used the word “fringe,” I was referring to the broader set of emerging and evolving tag ideas within the Podcasting 2.0 initiative.
There are many tags and concepts at different stages of maturity, market fit, timing, and implementation. Not all of them have broad agreement or adoption, even within standards-focused efforts like the Podcast Standards Project. From a product and platform perspective, this creates a spectrum of adoption rather than one unified standard that everyone has fully embraced.
What I Was Trying to Say
What I meant is that market fit and timing play a major role in what gets adopted at scale. Larger podcasting platforms tend to move more deliberately. Their decisions are shaped by user experience, engineering resources, monetization models, product stability, support complexity, and business priorities.
That often means only a subset of new capabilities gets integrated into mainstream products at any given time.
That has been the pattern over the past several years.
But it is also important to say this pattern is changing.
Momentum Started Very Slow, But Is Building
Over the past year or so, we have started to see real momentum around some Podcasting 2.0 tags and capabilities. More platforms are experimenting. More tools are supporting them. More creators are becoming aware of what is possible and how these features can be used in real workflows.
That has been great to see.
I believe we will continue to see more adoption of certain RSS tags as platforms, tools, and creators find clearer ways to integrate them into everyday use.
Some Tags Are Seeing More Adoption
You can already see this progression in parts of the ecosystem.
Tags like transcript, chapters, and person have seen meaningful adoption because they provide immediate and understandable value. The Alternative Enclosure tag is being more widely adopted across platforms, too. They improve accessibility, discovery, context, and creator attribution.
The funding tag has gained traction within parts of the ecosystem, especially among creators and platforms exploring alternative monetization models. The value tag, which supports value-for-value and streaming payment models, has been adopted within specific apps and communities, though it has struggled more recently and has not yet become mainstream across larger platforms.
Other tags and ideas are still at an earlier stage. Some are being tested. Some are evolving. Some are still looking for the right use case that will drive broader adoption.
That is what I meant by a spectrum of innovation.
Innovation and Adoption Are Not the Same Thing
Podcasting operates across two layers simultaneously.
There is an innovation layer, where developers, independent platforms, and forward-thinking creators create and test new ideas. Then there is a platform layer, where those ideas are evaluated, prioritized, supported, and integrated into products used by millions of people. The gap between those two layers is where much of the tension comes from.
I have seen this pattern many times. Podcasting itself began outside the mainstream.
Mobile listening took time to become the default. Video podcasting has gone through multiple cycles before finding its current role. Programmatic advertising in audio took years to mature. Innovation usually moves faster than adoption. Adoption follows when user demand, product fit, creator benefit, and business alignment come together.
That is where many Podcasting 2.0 capabilities have been.
My View of Podcasting 2.0 and the Podcast Standards Project
I also want to be clear that Podcasting 2.0 and the Podcast Standards Project are not the same thing. They overlap in some areas, but they do not necessarily embrace every tag or idea in the same way.
That is part of the larger point
When standards-oriented efforts evaluate which capabilities to support, it shows that this is not simply a question of innovation versus resistance. It is about maturity, usefulness, interoperability, timing, and market fit. That is the context I was trying to convey, though I did not do so well at the time.
I Respect the Podcasting 2.0 Community
So when I used the word “fringe,” I was trying to describe how some organizations have historically perceived ideas that had not yet reached scale or product integration. But I understand how that word sounded dismissive of Podcasting 2.0, and that is not how I really see it.
I respect and appreciate the innovation and work happening through PodcastIndex.org, Podcasting 2.0, and the broader open podcasting community, including the work and advocacy of Adam Curry, Dave Jones, Daniel J. Lewis, and many others.
The opportunity now is to build on the momentum emerging and move the most valuable ideas toward broader adoption. That means making these capabilities easier to use, improving listener experiences, aligning them with sustainable business models, and demonstrating clear value at scale.
That is how innovation moves from experimentation into everyday use.
My Role in the Conversation
I do not want to frame this as one side versus another. I am focused on helping connect what is being built with what is actually being adopted and used at scale.
That is the conversation we are having every week on the “New Media Show“. Join us LIVE on Weds, 3 pm PST/6 pm EST, or on demand in all the podcast apps and live on YouTube.com/@robgreenlee, LinkedIn.com, Facebook.com, and X.com
So, yes, I regret the word “Fringe” I used. But I stand by the broader point that there has been a gap between innovation and adoption in podcasting over the past several years.
The good news is that momentum is building, and that gap is starting to close. That is where the real opportunity is for all of us in this industry.
About the Author
Rob Greenlee is a 2017 Podcast Hall of Fame inductee and Chair, a global new media leader who bridges podcasting’s human roots with its AI-driven future. As founder of Trust Factor Lab and host of the “New Media Show” and “Spoken Human”, Rob helps creators start, grow, monetize, and future-proof their content. He’s held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard, and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame. Learn more at RobGreenlee.com and join the Trust Factor Lab Creator/Podcast Services.
Personal note: I used AI tools to help organize this article and hand-edited it; the views, clarifications, responsibility, and industry perspective are mine. I have been working in podcasting and platform adoption for more than two decades, and this article reflects my own position. The original word choice was mine, and so is the clarification.
By Rob Greenlee – Get Help Rebooting or Starting a New Show Podcast here
I’ve spent most of my career living at the intersection of podcast creators, platforms, and distribution shifts. I’ve watched “radio becomes podcasting,” “podcasting become integrated into listening and viewing apps,” and “those apps become more algorithmic-based.”
As 2026 unfolds, I see the next reshuffle getting clearer by the month.
RSS-based Distribution Takes Backseat
YouTube is becoming the top of the creator funnel. RSS for mainly audio, but video could be coming to RSS again soon making it the most important third distribution pathways.
That’s not a knock on RSS. It’s actually a compliment, but the podcasting via RSS industry needs to act fast as we have seen iHeartMedia recently announce support for video via RSS. This could be just the beginning, but Apple Podcasts really holds the keys to unlocking video podcast via RSS again.
The funnel is moving upstream to videoThe creator journey is increasingly starting in a place where discovery is native, friction is low, and context is immediate. That’s video.
YouTube has become the default “proof of life or human” place for a show as Live shows become that PROOF. It’s where audiences can instantly sample personality, credibility, chemistry, and production value in seconds. It’s where clips or shorts of human created content travel, but clips are becoming more AI generated. It’s where search and recommendations can do the early real connection and trust-building work for you before anyone ever commits to subscribing.
In the past, you could launch audio-first and gradually build momentum across Apple Podcasts and Spotify with consistency and a decent hook. In 2026, the reality is harsher:
New shows will often need to prove themselves on YouTube before they have much of a chance building a meaningful audio-only audience.
Not because audio is dead—but because discovery has changed to prioritize contents ability to hook and hold on to audience attention or watch and listening time.
Audio-only will still be huge… but for a smaller number of big shows grabbing a huge percentage of the available audio listeners.Let me be clear: RSS audio isn’t going away. Audio still wins in the home, car, on walks, in earbuds at work, and during daily routines. The audience behavior is real, and the habit is deeply embedded.
But the audio “audience gravity” is concentrating into a smaller number of popular legacy audio podcasts, while the new entry point of priority is creating a video show.
In 2026, I expect audio-only shows via RSS to maintain large audiences primarily among a smaller group of already-popular programs—the brands people already know, the legacy hits, and the breakout franchises that have become cultural defaults.
That doesn’t mean new audio shows can’t win. It means the path to winning is changing and is increasingly connected with video too.
RSS becomes the reliable secondary distribution pathwayHere’s the part many people miss: RSS is still the cleanest, most durable distribution layer in media. It’s portable. It’s open. It’s composable. It’s the pathway that can power hundreds of endpoints or consumption apps without locking a creator into one platform’s business logic.
What’s happening is that RSS is shifting into a role that looks more like this:
- YouTube drives discovery and “first exposure” and creative discipline to wins with the a
- RSS supports loyal consumption, portability, and long-term ownership
- Multi-platform publishing becomes standard, not optional
Creators who understand this will stop treating RSS as the “main stage” and start treating it as the infrastructure—the thing that ensures their show exists everywhere their audience wants it.
Video returns to RSS, but through streaming techOne of the most interesting developments I expect to accelerate is video coming back to RSS again—but not in the old “download a massive video file” way.
The future looks more like streaming:
- HLS (HTTP Live Streaming) becomes a more common delivery method for video
- Feeds expand into separate audio and video RSS feeds
- More platforms and apps begin to support (or re-support) video feeds as streaming becomes easier and more efficient
In other words: RSS evolves from “just downloads” into a smarter routing layer for audio and video.
That matters because it creates a bridge between the algorithmic world (YouTube) and the owned/distributed world (RSS). It gives creators options. It reduces dependency. It increases resilience.
What creators should do nowIf you’re launching or rebooting a show heading into 2026, I’d simplify your strategy to this:
- Lead with video for discovery. Design your show so it’s instantly watchable and clip-friendly.
- Publish audio via RSS for loyalty. Make it easy for fans to consume anywhere.
- Prepare for a dual-feed future. Plan for separate audio/video feeds and a workflow that supports both.
- Assume multi-platform is the default. Your “show” is the format; platforms are the outlets.
The creators who win in 2026 won’t be the ones arguing “video vs audio.” They’ll be the ones building a system where video finds the audience and RSS keeps the relationship.
And that’s the real shift: discovery is becoming more platform-driven, but trust and retention still belong to the creators who distribute intelligently.
About the Author
Rob Greenlee is a Podcast Hall of Fame inductee and global new media leader who bridges podcasting’s roots with its AI-driven future. As founder of Trust Factor Lab and host of the “New Media Show” , and “Spoken Human”, Rob helps creators start, grow, monetize, and future-proof their content. He’s held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard, and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame. Learn more at RobGreenlee.com and join the Trust Factor Lab Creator/Podcast Services.
By Rob Greenlee
The podcasting industry stands at one of its most pivotal moments since RSS feeds first powered the medium’s growth. The lines between audio and video, creator and audience, and independent and platform-driven distribution are blurring faster than ever. While there’s growing concern about saturation, declining discovery, and market consolidation, there’s also a wave of optimism driven by artificial intelligence, smarter delivery technology, and the reemergence of video as a dominant form of spoken content.
The State of Podcasting in 2025
The podcasting ecosystem today feels both mature and transitional. Creators are facing real challenges from audience discovery and monetization to the pressure of competing with algorithmically boosted video content on platforms like YouTube and Spotify. Yet the medium remains more vibrant than ever, with audiences seeking authenticity, connection, and storytelling in ways that other media cannot replicate.
Podcasting has always been cyclical. We started with audio and video podcasts in the early 2000s, then narrowed to audio as bandwidth and devices constrained video consumption.
Now, we are returning to a hybrid model. The public expects podcasts to exist wherever they consume content, whether that’s in a traditional RSS player, on YouTube, or integrated into their AI assistant.
The big shift? We are no longer in a creator-first phase. We are in an audience-first era.
The Rise and Redefinition of Video in Podcasting
Video is not just coming to podcasting, it is already here. YouTube, in particular, has redefined what people perceive as a podcast. The traditional boundaries of the format, audio-first and RSS-fed, are being challenged by an audience that increasingly consumes podcasts visually.
That is both a threat and an opportunity. It is a threat because centralized platforms can become new gatekeepers, shifting attention and control away from creators. But it is also an opportunity to innovate, to merge the accessibility of video with the intimacy of audio storytelling.
The platforms that will thrive are those that support both video and audio formats equally and empower creators to distribute, measure, and monetize across both.
Why RSS Must Evolve and Why HLS Could Save It
RSS remains the heart of open podcasting, but it is showing its age. In a world where Spotify and YouTube provide real-time analytics, dynamic delivery, and adaptive playback, RSS-based audio feels static.
That is why adopting HLS (HTTP Live Streaming) could be transformative. HLS allows for variable bitrate delivery, meaning podcasts could automatically adjust quality based on the listener’s connection, similar to how streaming video works. More importantly, it could enable better analytics: detailed listener behavior, completion rates, and more accurate ad measurement.
Without innovation like this, RSS risks being left behind. The podcasting community must embrace smarter delivery protocols to remain competitive and independent.
AI’s Expanding Role in Podcasting
Artificial intelligence is no longer a side tool for creators. It is becoming a creative partner. From automated show notes and social captions to clip generation and content summaries, AI is making it easier for creators to produce high-quality content faster.
But this is just the beginning. Over the next decade, AI will transform podcasting in three major ways:
Automated Content Creation: Entire episodes could be scripted, voiced, and mixed by AI or co-created alongside humans.
AI-Powered Discovery: Instead of searching by keywords, audiences will ask AI assistants for specific themes or moods, such as “Find me a podcast that makes me feel optimistic about the future of technology,” and AI will surface them instantly.
AI-Integrated Experiences: Podcast players could evolve into intelligent media hubs, where listeners interact directly with content by asking follow-up questions, exploring related topics, or buying products mentioned in real time.
While AI will not replace authentic human storytelling, it will amplify it, especially for creators who learn to integrate these tools effectively.
Monetization, Market Differences, and Global Growth
Monetization remains one of the hardest challenges in podcasting. Subscription fatigue, freemium limitations, and market-specific regulations make scaling difficult, especially in emerging markets where cultural and financial barriers limit premium conversions.
Globally, the opportunity lies in diversifying revenue streams, from branded content and memberships to live events, merch, and premium video access. Podcasting’s long-tail nature means sustainable growth will depend less on mass audiences and more on engaged communities.
The Next Wave of Podcast Innovation
To push podcasting forward, especially for entry-level and professional creators, platforms and tools must evolve in a few key areas:
- AI-Powered Creative Workflow
Automate editing, show notes, transcript generation, and social clip production while allowing creators to customize tone and prompts.
- Adaptive Distribution
Adopt hybrid RSS and HLS delivery to maintain openness while gaining richer data and listener experience parity with major video platforms.
- Unified Analytics
Bring together audio, video, and social metrics into a single dashboard to help creators see their full impact across channels.
- Smart Monetization
Use AI to recommend dynamic ad insertion opportunities, ideal pricing tiers, and personalized offers for each listener segment.
- Voice and AI Assistant Integration
Make podcasts natively discoverable within voice-based ecosystems, from home devices to in-car assistants, using metadata that understands intent and emotion, not just titles.
The podcasting medium is far from stagnant. It is evolving into something bigger, more connected, and more intelligent. The real opportunity lies not just in keeping up with these changes but in leading them.
For creators and platforms alike, the mission is clear: keep podcasting open, innovative, and human, even as AI and automation redefine what it means to create, share, and connect through spoken media.
About the Author
Rob Greenlee is a Podcast Hall of Fame inductee and global new media leader who bridges podcasting’s roots with its AI-driven future. As founder of Trust Factor Lab and host of the “New Media Show” , and “Spoken Human”, Rob helps creators start, grow, monetize, and future-proof their content. He’s held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame. Learn more at RobGreenlee.com and join the Trust Factor Lab Creator/Podcast Services.
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.
By Rob Greenlee
Shorter Version:
Podcast (noun):
An on-demand, audio and or video episodic program, often conversational, narrative, or thematic in nature, distributed through open RSS feeds or proprietary platforms. While primarily audio, many podcasts include video versions and may be freely available or offered through paid subscriptions, existing as ongoing series or limited-run shows.
Longer Version:
Podcast (noun):
A podcast is an on-demand, audio and or video program released in episodic format, often centered on specific themes, stories, or conversations. While traditionally audio-based, many podcasts also include video versions, which audio and video can be distributed via open RSS feeds or platform-specific. In addition to open RSS distribution, podcasts may be uploaded directly to proprietary platform distribution and offered through paid subscription-based access models. Podcasts range from ongoing series to limited-run or short-series programs, and commonly feature conversational, narrative, or thematic storytelling formats.
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 both 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 the awareness of podcasting among Americans is nearly universal, with 80% of the population aware of podcasts and 67% having listened to a podcast at least once. This significant penetration underscores the widespread acceptance and integration of podcasts into everyday life. However, this saturation suggests that the any 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 growing 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 in 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 Global Web Index shows that Spotify commands a 40% share of podcast listeners in Europe and a 35% share in Latin America. Spotify’s dominance is particularly pronounced in these regions, where the platform continues to invest 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 terms of advertising and investment. According to a report from the Interactive Advertising Bureau (IAB), podcast advertising revenue grew by only 5% in 2023 for a total of $1.9 billion, a stark contrast to the double-digit growth rates seen 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.
This shift in advertising dynamics is compounded by broader economic factors. 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 are now seeking 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 reaching 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 continues to evolve, 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, Co-Host of NewMediaShow.com and Host of Trust Factor with Rob Greenlee
Podcasting has always been an audio and video medium, plus PDF files, a user request-based distribution and consumption medium. Some more recent medium participants and consumers think that podcasting is an audio-dominated distributed medium via RSS feeds. These folks are incorrectly perceiving podcasting as an audio-only medium.
Podcasting is becoming so much more TODAY.
The podcasting landscape has been shifting for a few years, especially with platforms like YouTube and Spotify bringing back the focus to video AGAIN and blurring the lines between audio and video content. The question is, who started this evolution back to more videos? was it viewer consumers of videos on YouTube or YouTube and Spotify? Well, I think YouTube and Spotify and platforms like StreamYard and Zoom are all contributing to this expansion of perception of what a podcast is TODAY. So, as we navigate the media world of 2023, what constitutes a podcast?
The Traditional Definition of a Podcast:
Historically, a podcast was a series of spoken-word content focusing on various topics. These audio and video recordings were distributed through RSS feeds as MP3 and MP4 media files to be downloaded or progressively downloaded playback, allowing listeners to follow and access new episodes on their devices.
The YouTube Podcasts Paradigm:
In an intriguing move, YouTube has begun to classify video playlists as podcasts, especially when these playlists follow a thematic or episodic structure similar to traditional podcasts. By integrating these “video podcasts” into its new YouTube Music area, the platform acknowledges the convergence of music, spoken word content, and visual elements. This move expands the definition of podcasting by suggesting that when serialized and thematic, visual content is increasingly perceived by YouTube viewers as much as a podcast as an RSS-only distributed audio and video counterpart.
Spotify’s Video Foray:
Not to be left behind, Spotify is dabbling and expanding into video content, which is increasingly being seen as Spotify expanding into video podcasting. Though Spotify initially launched audio podcast content, it now provides creators with tools to publish videos directly alongside their ingestion of audio files from podcast RSS feeds. This move positions Spotify as a competitor to YouTube in the “video podcast” space, reflecting the changing consumer appetite for versatile content that can be watched and or listened to.
Implications for Content Creators:
For creators, these changes mean more comprehensive tools and platforms to disseminate content. They can now cater to audiences who prefer traditional audio podcasts and those who lean toward video content. This flexibility can potentially expand their reach and offer diverse monetization opportunities.
The Essence of Podcasting:
Despite these changes, the essence of podcasting remains consistent: serialized content that delves deep into specific themes, stories, or topics. Whether in audio or video format, a podcast in 2023 is about creating episodic content that resonates with its audience, offering insights, entertainment, or information in digestible chunks.
The podcasting landscape of 2023 is more diverse and dynamic than ever. With platforms like YouTube and Spotify redefining what a podcast can be, it’s an exciting time for creators and consumers. While purists might argue that “podcasts” should be reserved exclusively for audio content, the industry’s evolution suggests a more inclusive future where audio and video coexist under the podcasting umbrella. Regardless of the medium, the content’s quality, relevance, and engagement will determine its success.
Evolving Consumer Habits:
With the ubiquity of high-speed internet and advanced mobile devices, consumers in 2023 have become more platform-agnostic, seeking content that can cater to their dynamic lifestyles. They might listen to an audio podcast during their morning run but switch to the video version of the same episode while having lunch. This fluidity between audio and video has driven platforms to accommodate both formats, reflecting the multifaceted consumption habits of the modern audience.
Niche Content and Personalization:
As the definition of podcasting expands, so does the variety of content. With the inclusion of video, genres like instructional guides, visual tours, and even short episodic dramas have found a home within podcasting platforms. Personalization algorithms, powered by advanced AI, ensure that consumers are exposed to audio and video content tailored to their preferences, further blurring the traditional boundaries.
Interactivity and Immersion:One significant advantage of live video podcasts in 2023 is the potential for interactivity. Platforms have begun incorporating features allowing viewers to interact directly with the content – polls, Q&A sessions, or clickable links embedded within videos. This interactive layer adds a dimension of immersion, transforming passive listeners into active participants.
Challenges and Critiques:
While many celebrate audio and video mergers within the podcasting realm, it’s not without its critics. Some argue that the term “podcast” is becoming too diluted, losing its original identity. There are also concerns about discoverability; with the surge in content types, it can become more challenging for consumers to find high-quality content that resonates with them. Content creators, on the other hand, may feel pressured to produce both audio and video formats, stretching their resources thin.
The Future of Podcasting:
The trajectory suggests that the term “podcast” will continue to evolve. As augmented reality (AR) and virtual reality (VR) become more mainstream, we might see podcasts not just heard or seen but experienced in immersive 3D and 360-degree visual environments. Integrating haptic feedback and spatial audio could redefine what we consider a podcast.
By Rob Greenlee, Co-Host of NewMediaShow.com and Coming Host of Spoken Life Show with rob.greenlee at gmail com Many are saying that we are in an a time of change and we need to be open to new innovations in the podcasting industry. Is it possible some of these new ideas may change podcasting in [...]
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