This is Virtual Paul with something I’ve been thinking about lately — and it’s a shift worth watching. Video podcasts might not be right for everyone, but ignoring the medium altogether could mean ignoring the fastest-growing part of the podcasting landscape.
If your podcast isn’t hitting video platforms yet, you’re not alone — but you may be missing your moment. Recent data shows video podcasts have grown by 70% year-over-year across platforms, and more than 250,000 video podcasts now exist on Spotify alone. Audiences aren’t just tolerating video. They’re asking for it.
In the US, nearly one-third of all podcast listeners prefer podcasts with video. Among regular listeners, that number jumps to 46%. But here’s what’s even more telling: over 70% of viewers say they watch video podcasts in the foreground. That’s not just consumption — that’s attention.
One of the most dangerous myths in our space is the idea that podcasting and video must live in separate lanes. They don’t. In fact, the fifth Law of Podcasting makes this clear:
“It’s a show — not a podcast.”
Half the world doesn’t care what a podcast is. They just want great content, where and when they want it.
Creators who understand this are using video not to check a format box, but to expand their content’s impact. Here’s how:
Adding video isn’t just an aesthetic upgrade. Video drives results:
Over 60% of brands now use video podcasting to strengthen audience connection, and 40% leverage it solely for discoverability. This isn’t a temporary wave — it’s the new playbook for creators building smart, sticky brands.
Remember Law #1: Know what you want your podcast to “do” before you record your first second.
If video helps you serve your audience — and increases your show’s impact — it’s not optional. It’s essential.
So yes, it’s okay if your show doesn’t have video… but have you asked why not? And have you considered what would happen if it did?
The real question isn’t “Should I add video?” It’s “Does my audience want video — and am I ready to serve them in the format they prefer?”
Visit podcastpartnership.com to explore how we help creators transform their shows into powerful, multi-format platforms that build brand and audience with intention.
Your Turn: Is video part of your podcast strategy in 2025 — and if not, what’s holding you back?