Hot take that I expect pushback on - every podcaster who wants to achieve material scale needs a Youtube strategy.
Let’s back that up with a few stats pulled from the always fantastic Janice Min of the Ankler and her conversation with Neal Mohan, CEO of Youtube in the latest episode (excellent pod and network, highly recommend people subscribe).
YouTube now accounts for 11 percent of U.S. TV watch-time, surpassing Netflix’s 8.5 percent
After switching Rotten Mango to video, Stephanie Soo briefly topped Joe Rogan and added about two million new YouTube subscribers in a single year
Google’s Veo generative-video model will plug straight into Shorts later this year, lowering the barrier to quick, high-impact clips
I’m sharing this because the podcast community is tight-knit enough that many of us actually know each other, which makes LinkedIn a great place for a lively, good-faith debate. I’m genuinely eager to hear different perspectives, especially from friends and colleagues who see things a different way.
Context: I’m not an audio purist, but I love the medium. I can still picture being lost on the 10 Freeway when Welcome to Night Vale first transported me, and the walk along the FDR when West Cork turned New York City into rural Ireland in my ears. Those moments prove audio-only can be the perfect format, yet holding to that experience alone can be myopic.
I’m also an IMAX die-hard who lines up at Lincoln Square for movies such as Oppenheimer, Top Gun: Maverick and Sinners. Meanwhile my wife and five-year-old are perfectly happy watching The Minecraft Movie at the local multiplex or, more often, on the couch at home. Ignoring their viewing habits would be foolish. The same logic applies to podcasts. Celebrate the ideal form, but meet the broader audience where they already spend their time.
So, am I overstating the case, or is YouTube now table stakes for material growth? Share your take below, and if you’ve already made the jump, let me know how it’s going.