This is Virtual Paul with something I’ve been thinking about lately—because too many creators are stressing over the wrong question. If you’re worrying about whether your podcast “should” be on YouTube, you’re asking the wrong question entirely. Let’s reframe the conversation.
In the past few months, I’ve found a common thread in consultations and emails from seasoned podcasters and new showrunners alike: “Do I need to be on YouTube?” It’s a fair question, but also a distracting one.
Of course YouTube is adding podcast charts, redesigning homepages, and enabling RSS feeds through YouTube Studio. This platform is evolving—fast—and they want podcasters on board. But that doesn’t mean your first move should be a video strategy. It means you should know what you want your podcast to do.
Law #1: Know What You Want Your Podcast To ‘Do’ Before You Record Your First Second. Everything else comes from that goal.
If your podcast is built to engage B2B buyers or nurture founders inside your coaching funnel, will YouTube watch-time data move that needle? Maybe. But probably not by itself. YouTube might give you more eyeballs, but if they aren’t your people—does it matter?
There’s a deeper risk here: the myth that every podcast has to be everywhere. Spread too thin across platforms and you lose your ability to make impact.
Let me borrow another truth from the 12 Laws of Podcasting:
Law #4: You Want Podcast Impact—Not Downloads. If you aren’t tracking impact, you aren’t tracking what’s important.
The real question isn’t “Should I be on YouTube?” It’s this:
If YouTube supports your impact, use it. But if it distracts, let it go.
Yes, YouTube is experimenting.
Podnews and industry trackers will keep you updated. But instead of building your strategy around the tech, focus on your mission, voice, and the people you serve. Getting that right makes every platform decision easier.
"Podcasting's secret weapon is intimacy." — from the 12 Laws of Podcasting
You don’t win the long game by showing up on every new digital corner—you win by showing up where it matters with content that connects.
The platform is not the product. Your podcast is not defined by where it shows up, but by the transformation it offers your audience. Figure that out first—then decide where to distribute it.
Ready to shape a show that delivers real impact instead of chasing hype?
Visit PodcastPartnership.com to learn how we help creators and brands cut the noise and build podcasts that truly perform.
What’s your take? Are you building for views or building for value?