Grow The Show – Episode 235

Are Audio-Only Podcasters Falling Behind? (My Answer Might Surprise You...)

Host: Kev Michael
Date: September 4, 2025

Overview

In this episode, Kev Michael addresses a rising concern among audio-only podcasters: with the industry's buzz around YouTube, are audio creators now left behind? Drawing from his extensive coaching and recent hands-on work helping audio podcasters get onto YouTube, Kev not only dispels fears, but reveals why audio podcasters are actually well-positioned to dominate the YouTube landscape. He breaks down practical strategies for those unable or unwilling to go all-in on video and shares why now is still a great time for traditional audio podcasters to make the leap—or, at the very least, claim their stake on YouTube with minimal effort.

Key Discussion Points & Insights

1. Addressing Listener Fears

• Explosion of Panic Among Audio Podcasters: Kev opens by highlighting the anxiety many audio podcasters feel as YouTube becomes the podcasting platform of choice. Some feel they have “wasted their time” not doing video, or that they are “years behind” (00:32).
• Reassurance: “What if I told you that you are not behind at all? What if I told you that audio podcasters actually have a massive advantage on YouTube that nobody's talking about?” – Kev Michael (01:09).

2. The Real State of Podcasting Growth

• YouTube is the Fastest Growth Platform: Kev makes it clear that YouTube is currently the fastest way to grow a podcast audience, sharing that audio podcasters already have foundational growth skills.
• Train and Airplane Analogy: Kev compares staying audio-only to riding a train, then discovering airplanes exist. “No, we still use trains… In some cases they totally make sense” (04:03).

3. Four (Hard) Ways to Grow Audio-Only Podcasts

If you’re not using YouTube, Kev lists the limited ways left to grow:

1. Excel at Social Media: “You become really good at social media…which, by the way, that’s gonna be video for the most part as well.” (07:11)
2. Podcast Guest Appearances: Get mentioned on other podcast feeds. Harder now due to AI-inundated inboxes—hosts ignore cold pitches unless there’s a genuine relationship (08:00).
3. Cold Outreach: Sending massive amounts of emails/DMs daily. “They do a massive cold email campaign where they email a thousand people a day…” (09:11).
4. Leverage a Sales Funnel: Running paid ads and guiding subscribers to your podcast via your email drip sequence.

Notable quote: “If you’re like, I don’t have time to do YouTube or any of those things, then that means that your show is not going to grow. It’s just a reality.” – Kev Michael (11:11)

4. YouTube Without Video—The 10-Minute Claim Your Territory Strategy (12:02)

• Using YouTube’s Podcast Feature:
  • Add your show’s RSS feed to a YouTube channel (via YouTube Studio).
  • YouTube imports all audio episodes with a static image; these don’t disrupt your main channel’s metrics.
  • Retroactively label old uploads as podcast episodes on YouTube.
• Why This Matters: Growing numbers of listeners are turning to YouTube (Edison Research supports this). “YouTube is now the number one podcast consumption app in the country. It has surpassed Spotify and surpassed Apple Podcasts.” (15:33)

Kev’s 10-Minute Recommendation (13:55):

If you do nothing else, at least get your audio episodes syndicating onto YouTube and YouTube Music.

5. Debunking Video Podcasting Myths

• You Don’t Need to Go “All In” on Video Immediately
  • Even top creators like Colin & Samir don’t record video for every episode: “Some stuff just works better as audio.” (17:58)
  • Video and audio audiences differ—there’s value in both.
  • YouTube success isn’t determined by frequency: “YouTube doesn’t require a publishing cadence for success. You do not have to publish once a week.” (21:06)

6. Why Audio Podcasters Actually Have an Edge on YouTube (25:11)

• Audio-Only is “Training at Altitude”:
  • Mastery of consistency, content creation, and audience understanding gives audio podcasters a significant head start; for most new YouTubers, these are years-long learning curves.
  • “Being an audio podcaster is like training in altitude…” (26:00)
• Easier Transition Than Expected:
  • Video podcasting is less technically demanding than many fear—no need for fancy studios or advanced editing at the start.
  • "What they experience is that finally all they have to do is worry about making content and their audience grows.” (28:49)

7. Low Friction Pathways—Steps Even the Busiest Podcaster Can Take (30:02)

Kev urges audio podcasters to:

• Stay consistent on their existing feed (“stay on the train”) but actively plan for a YouTube transition, even if it’s just a 2026 goal.
• Recognize the static state of audio: not dying, but “just not growing,” while video podcast viewership is “exploding.”
• Use minimal-effort integrations first, and expand as capacity allows.

Memorable Quotes & Moments

• “You can still claim some territory on YouTube right now without making any videos…that’s using YouTube’s podcast feature.”
  – Kev Michael (12:19)

• “What I have discovered right now is that YouTube is becoming the fastest way to grow a podcast audience. But that does not mean that you should stop doing your podcast if you’re not on YouTube.”
  – Kev Michael (03:46)

• “Being an audio podcaster is like training in altitude... So they train up there and then they come back down to sea level and it's way easier... You’ve been training this whole time in a medium that's harder.”
  – Kev Michael (26:05)

• “YouTube has an algorithm where audio does not. YouTube has SEO, audio’s is not as straightforward and easy to use. YouTube has paid ads if you want to, and YouTube has unbelievably powerful data, which audio podcasting does not. So it is so much easier to grow on YouTube.”
  – Kev Michael (26:45)

• “Wouldn’t you rather be able to just focus on creating content and publish it and it gets shown to the right people? That’s what YouTube is.”
  – Kev Michael (29:26)

Timestamps for Important Segments

• 00:32 – Listener anxiety and fears about "falling behind" in the YouTube era
• 04:03 – The “train versus airplane” analogy: is audio obsolete?
• 07:11 – The four non-YouTube strategies for audience growth
• 12:02 – Why and how to syndicate your audio episodes to YouTube right now
• 15:33 – Edison study: YouTube overtakes Spotify and Apple Podcasts as top podcast app
• 17:58 – Top creators don’t always use video; video and audio audiences are distinct
• 21:06 – Busting the frequency myth: YouTube doesn’t care about schedule
• 26:05 – The “altitude training” analogy for audio podcasters
• 28:49 – Why podcasting on YouTube is easier after audio experience
• 30:02 – Simple, actionable steps for audio podcasters not yet ready for YouTube

Takeaways & Recommendations

• Audio podcasters are NOT behind—it’s the newbies on YouTube who are at a disadvantage.
• Claim your YouTube space now: Syndicate your feed, even if you don't have video. Minimal time investment, future upside.
• You don’t have to fully commit to YouTube immediately. Take small steps; even top creators mix-and-match formats.
• Audio skills translate strongly to YouTube. You’ve been “training at altitude”—switching will seem easier than you expect.
• Set realistic goals: Stick with what’s sustainable, but consider prioritizing YouTube in your mid- to long-term podcasting plans.
• The landscape is shifting, but there’s still a place for audio—just be strategic about growth.

For Next Steps

• Create a YouTube channel
• Add your podcast’s RSS feed via YouTube Studio (“Create > Podcast”)
• (Optional) Retroactively label any previously uploaded audio as podcasts
• Remain consistent on audio; plan for a gradual transition to video as bandwidth allows

Final thought:

“Once you’re used to it, you’re gonna be like, oh, my gosh, I can’t believe I waited so long to do this.”
—Kev Michael (34:00)