The $100 MBA Show: "Is Video The Future of Podcasting?" – Episode MBA2640 Summary
In Episode MBA2640 of The $100 MBA Show, host Omar Zenhom delves into a pivotal question facing the podcasting industry: Is video the future of podcasting? Drawing from his recent experience at the Podcast Show London 2025, Omar explores the evolving landscape of podcasting, the divide between audio and video formats, and offers strategic insights for podcasters aiming to thrive in this dynamic environment.
1. The Current State of Podcasting
Omar begins by highlighting the robust growth of the podcasting industry. Citing a Statistia study, he notes that by 2028, podcasting is projected to become a $23.5 billion global industry. With over 5 million podcasts and 70 million episodes available for download, the medium is far from dwindling. In the United States alone, more than 60% of people are monthly podcast listeners as of 2024, a number that continues to ascend.
“Podcasts are not dying. They're actually growing and evolving.”
— Omar Zenhom [02:15]
2. The Two Dominant Camps: Audio First vs. Video First
At the heart of the debate are two distinct groups:
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Audio First Advocates:
Proponents argue that podcasting is intrinsically an audio medium. They emphasize the personal and immersive nature of audio, where listeners create mental images and engage deeply with the content without visual distractions.“Audio podcasts are personal, they're immersive, it's about voice, it's about nuance and slowing down.”
— Omar Zenhom [03:10] -
Video First Champions:
This faction believes that the future lies in video podcasts. They point to platforms like YouTube as primary channels for discoverability and marketing, leveraging visual elements to attract a broader audience.“YouTube is now the number one platform for podcast discoverability in several major markets.”
— Omar Zenhom [04:05]
3. Omar's Dual-Format Approach
Omar shares his pragmatic solution to bridge the divide: producing both audio and video versions of every podcast episode, each meticulously edited to suit its medium.
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Audio Version:
Edited for flow, pacing, and clarity, ensuring a seamless listening experience where content is absorbed without visual interference.“When you listen to something, you're actually creating the images in your head. It's different from video.”
— Omar Zenhom [05:20] -
Video Version:
Tailored for visual platforms, the video podcast caters to viewers by maintaining high energy, visual rhythm, and engaging pacing. It also serves as a marketing tool, enhancing visibility through clips and shares on social media.“Use video for growth, reach people who never will find you on Apple or Spotify.”
— Omar Zenhom [07:45]
4. Understanding Audience Behavior and Purpose
Omar emphasizes that audio and video podcasts attract different audiences with distinct consumption behaviors and objectives:
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Audio Listeners:
Engage in deep learning, connection, and long-form storytelling. They appreciate the ability to absorb information without visual stimulation, fostering trust and loyalty.“Audio is for deep learning, for connection, for long-form storytelling.”
— Omar Zenhom [08:30] -
Video Viewers:
Seek immersive experiences with varied stimuli. Video content is highly engaging and serves as an effective tool for marketing and expanding reach.“Video is a great tool as a marketing arm. It builds awareness, really.”
— Omar Zenhom [09:10]
5. Strategic Recommendations for Podcasters
Based on his observations and experiences, Omar offers actionable advice for podcasters:
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Commit to Audio First:
Focus on creating a high-quality audio experience to build a loyal and trusting listener base.“Commit to audio first, right? For depth and consistency.”
— Omar Zenhom [10:05] -
Integrate Video for Growth:
Once a solid audio foundation is established, incorporate video to enhance discoverability and attract a wider audience.“Start podcasting with video and you can use it for growth.”
— Omar Zenhom [10:25] -
Respect Each Medium:
Avoid simply converting one format to another. Instead, tailor content specifically for audio or video to maximize effectiveness.“Each format deserves its own attention.”
— Omar Zenhom [11:00] -
Repurpose Content Intelligently:
Utilize video clips for shorter formats like shorts or reels to pique curiosity and drive traffic to full episodes.“Clipping your best moments and making them into shorts or reels or TikToks is how people get curious.”
— Omar Zenhom [11:30]
6. Conclusion: Embracing Both Mediums for Success
Omar concludes that audio and video podcasting are not mutually exclusive but rather complementary. Embracing both allows podcasters to grow their audience more rapidly, build deeper connections, and future-proof their content.
“Video and audio serve different purposes and different people. If you embrace both strategically, you'll grow faster, you'll build deeper connections and future proof your podcast for years to come.”
— Omar Zenhom [12:15]
Omar also encourages listeners interested in podcasting to attend events like the Podcast Show London and to subscribe to his "Three Things" newsletter for ongoing coaching and insights.
Key Takeaways:
- The podcasting industry is thriving and evolving, with significant growth projected for the coming years.
- There is a notable divide between proponents of audio-only and video podcasts, each emphasizing different strengths of their preferred medium.
- A dual-format approach, producing both audio and video versions, can effectively cater to diverse audiences and maximize reach.
- Understanding and respecting the unique demands of each medium is crucial for producing high-quality content.
- Strategic integration of video can enhance discoverability and drive growth, while audio maintains depth and fosters loyal listenership.
For aspiring podcasters, Omar Zenhom's insights underscore the importance of flexibility, audience understanding, and the strategic use of both audio and video to build a successful and resilient podcasting presence.