Podcast Answer Man – Episode 486

"Video Is Not the Future of Podcasting and Why Audio Still Wins"
Host: Cliff Ravenscraft
Date: February 20, 2026

Episode Overview

• Theme:
  Cliff Ravenscraft refutes the growing belief in the podcasting industry that “video podcasting is no longer optional,” particularly in light of Apple’s move to natively support video in its Podcasts app. He argues passionately for the continued primacy of audio-only and audio-first podcasting, sharing technical, strategic, and personal perspectives as both a long-time creator and consumer.

Key Discussion Points & Insights

1. Clarifying Definitions: Audio Only vs. Audio First vs. Video First

[05:15 – 14:30]

• Audio Only:

  • No camera involved; just microphones recording a conversation or monologue.
  • “It's me and you having a conversation. I'm not performing.” (Cliff, 06:03)

• Audio First:

  • Video may be recorded, but the content is crafted primarily for audio listeners.
  • Accommodates audio audience by audibly describing visuals.
  • “The audio first content creator… knows most of the audience are gonna be listening on their commute to work or while working out at the gym…” (Cliff, 10:11)

• Video First:

  • Production, editing, and delivery are optimized for video viewers.
  • Often uses techniques that compromise audio quality.
  • Directs watchers to visual cues or on-screen elements, marginalizing audio-only listeners.

2. Why Cliff Prefers Audio-Only and Audio-First as a Consumer

[14:30 – 32:00]

• Accessible Listening Time:

  • More opportunities to consume audio (e.g., commuting, exercising, chores) than video in daily life.
  • “There's a lot more time people have to consume audio compared to consuming video content.” (Cliff, 16:01)

• Screen Time Is Premium & Competitive:

  • Video podcasts compete with other visual media and activities during screen time.
  • “I'd almost always rather watch a fully produced video on YouTube… or just read a book.” (Cliff, 18:55)

• Frustrations With Video-First Podcasts:

  • If a podcast transitions to video-first, Cliff unsubscribes from the audio feed due to missing visual context.
  • He wants video and audio feeds managed through standard podcasting infrastructure (RSS), not walled platforms like Spotify or YouTube.
  • “If they for some reason did not have a video podcast feed that was subscribable with RSS… I would simply unsubscribe.” (Cliff, 25:52)

• On “Exclusive” Video Podcasts:

  • Cliff refuses to subscribe to shows like Diary of a CEO or Joe Rogan because the video content isn’t available via RSS in his app of choice.
  • “There is intrinsically more information available to the video consumer... If that's available, I don't want to not be able to experience that.” (Cliff, 28:37)

3. Why Cliff Prefers Audio-Only and Audio-First as a Creator

[32:01 – 42:13]

• Less Technical Complexity:

  • Video production introduces many more points of failure.
  • “Less things break. If you've been into video production, I need to say nothing more.” (Cliff, 32:40)

• Personal Comfort and Authenticity:

  • No need to worry about appearance, background, or performing for a camera.
  • "When I speak into a microphone, I feel like it's me having a casual conversation with a friend." (Cliff, 34:37)

• Audio Quality and Editing:

  • Audio can be produced to a high standard easily, rivaling major productions.
  • Video would require “an entire team of people and very expensive equipment.”

• Better Retention and Engagement:

  • Audio podcasts retain listeners longer; more listeners stay through to the end compared to video.
  • Audio-only subscribers are generally more engaged.

4. Apple’s Video Podcast Announcement and the Growing Complexity

[42:14 – 48:27]

• Apple Podcast HLS Integration:

  • Apple introduces HLS (HTTP Live Streaming) for video podcasts—yet another proprietary system alongside YouTube, Spotify, and traditional RSS video feeds.
  • “Video is a mess. It is super complicated… far too complicated for the average person.” (Cliff, 43:08)

• Ownership Concerns:

  • Apple now mandates video files be hosted on “approved hosts” and requires API integration, threatening podcast independence.
  • “It’s got to be on a special sanctioned… host that has access and has been granted the ability to interface with Apple’s API. This, in my opinion, is of a concern.” (Cliff, 33:07)

5. Discussion With MacBreak Weekly Clips: Industry Perspectives

[31:54 – 47:17]

Cliff plays and comments on multiple clips from MacBreak Weekly (hosted by Leo Laporte and panelists) discussing Apple’s move.

A. Feature Redundancy & Listener Behavior

[31:54] Leo Laporte:
"Apple Podcasts is launching a feature that will allow you to start a podcast in audio and then switch to video… Just download the video like everybody else does and listen to it until you want a picture and then you look."

• Cliff notes this is how he’s consumed video podcasts for years using RSS.

B. Closed Ecosystem & Complicated Publishing

[32:50] Dave Hamilton:
"In order to have them in the same feed, you would have to not put your video in the RSS. You would have to put your video on… an approved host that could then stream it to Apple using HLS."

• Cliff: Apple’s new method restricts open distribution and adds friction for creators.

C. Divergent Standards:

[34:11] Jason Snell:
Discusses "alternate enclosure" support for multiple media versions in a single RSS feed, a standard Apple is ignoring in favor of HLS.

D. Workflow Conflicts & Quality Issues

[38:27 - 40:34] Jason Snell:
"There's an assumption that your audio and video versions are identical… but our workflow… has a really nice audio version… and our video version… is not the same edit."
"I don't record podcasts where I make reference to things that are on screen, because I know that a large percentage of the people cannot see what is on the screen. So it's a bad idea."

• Cliff highlights the industry pressure to treat audio as a secondary afterthought, which he contests.

E. Platform Control and Content Ownership

[43:28] Dave Hamilton:
"…The audio in your RSS feed is ignored the moment you upload a video to Spotify."

• Cliff: This undermines creator control and audience connection.

[44:21] Leo Laporte:
"This is very proprietary. That's a non-starter as far as I'm concerned. It's really important that podcasting be RSS… That's an open format."

• Cliff agrees that true podcasting’s foundation is open RSS and that “it works.”

F. Ad Platform Monetization as Motivation

[46:55 - 47:17] Jason Snell:
"Apple will actually skim some money off the top of your dynamically inserted ads."

• Cliff concludes that Apple’s real motive may simply be revenue from ad insertions enabled by HLS and centralized delivery systems.

6. Listener Feedback & Community Sentiment

[49:30 – 56:00]

• Cliff shares reactions from a Facebook post on video podcasting “not being optional”—almost all favor audio or audio-first.

  • Quote:
    “This is like saying there was no need for radio once television was invented. People will always love audio.” (Dan Bruno, as quoted by Cliff)
  • Quote:
    “Video will not work for scripted or casts with heavy production.” (Richard V., as quoted by Cliff)

• The narrative that “everything goes video” is driven by a vocal minority; vast numbers still prefer audio-only podcasting.

Memorable Quotes

• Cliff Ravenscraft:

  • “Video is not an evolution from audio content. If anything, it’s an expansion. And that expansion is always optional.” (~58:30)
  • “If you have felt this pressure and you’ve bought into the pressure to create video content, and you love it, I think it’s a great thing… But… audio only podcasting is still a viable and valuable method of creating content.” (~52:15)

• Leo Laporte [MacBreak Weekly]:

  • “It’s really important that podcasting be RSS… That’s an open format. You can’t be spied on. No company owns it. It just works.” (44:21)

• Jason Snell [MacBreak Weekly]:

  • “There's this prevailing narrative that the audio version is just the video with the picture turned off. And I actually don't believe that and don't agree with that.” (39:48)

Key Timestamps

• 05:15 – 14:30 – Definitions: Audio-only, Audio-first, Video-first
• 14:30 – 32:00 – Cliff’s preference and rationale as a consumer
• 32:01 – 42:13 – Cliff’s preference and rationale as a creator
• 42:14 – 48:27 – Apple’s HLS announcement & ecosystem complexity
• 31:54 – 47:17 – MacBreak Weekly discussion, industry analysis, content ownership
• 49:30 – 56:00 – Listener feedback from the community
• 58:30 – Closing arguments and encouragement for audio creators

Final Thoughts

• Cliff encourages burned-out or overwhelmed creators to consider going back to audio-first or audio-only models instead of succumbing to industry “video first” pressure.
• He underscores the importance of open standards (RSS), true ownership, and audience-focused content creation.
• The episode concludes with a call to connect with like-minded creators and join supportive communities (e.g., Mastermind group).

For those daunted by the push toward video podcasting, Cliff’s message is clear:
Audio-only is still powerful, valuable, and “enough.”