Since Spotify began supporting video podcasts in 2020, the format has become a popular way to consume what was once an audio-only medium. Last year, the music giant announced that over 250,000 video podcasts were active on their platform, more than doubling in a year.
Is the growth of video an existential moment for the podcast industry? Despite early concerns, podcasting has adapted to new visual possibilities by harnessing video to access new audiences on streaming platforms like YouTube. Podcasters have similarly taken advantage of social media apps to circulate clips of their podcasts, either through video or audiograms. However, concern remains as to the future of the medium — especially as AI becomes a bigger player in video podcast production.
These were the talking points in a recent conversation between four experts in the world of Spotify and podcasting. The session was moderated by The Podglomerate‘s VP of Production Services Chris Boniello (14 years of Emmy- and The Webby Awards-winning video and audio expertise), and included insights from Spotify’s Senior Partner Manager Yih Lee, DCP Entertainment founder/CEO Chris Colbert, and The Upload Club founder/CEO Hayley Rose Danick (previously a top YouTube Creator Partner Manager and Acquisitions Specialist for short-form video creators and podcasts).
In this conversation, our expert panelists discuss what audio producers really need to know about video podcasting, such as how to navigate discovery opportunities, forming a creative strategy, and how to successfully monetize your show.
This article and accompanying episode of Podcast Perspectives is brought to you by The Association of Independents in Radio (AIR) — a professional association dedicated to supporting independent creators in the audio industry. AIR’s vibrant global community includes journalists, podcasters, editors, producers, engineers, and media entrepreneurs. Members benefit from mentorship, training, peer support, and discounts on industry tools and conferences, as well as access to SoundPath — a digital platform designed to help you grow your career. Interested in taking your audio career to the next level? Join the AIR community at airmedia.org/join.
So, whether you’re unsure about video or ready to hit record, this article will provide the guidance you need to successfully navigate the transition (or addition) of video podcasting.
The Role of Platforms and Discovery in Video Podcasting
Before we go any further, time for some definitions. What, exactly, is a video podcast? In general terms, a video podcast is an audio recording that is distributed via RSS feed that also has accompanying video footage. To be more specific, video podcasts can be sorted into two categories:
- Video-first podcasts
- Hybrid podcasts
Video-first podcasts are designed to be consumed primarily via visual platforms like YouTube. A hybrid podcast is made to be audio-first, but uses video to support discoverability on social media. If you are considering adding video to your show, you will fall under one of these two categories. Regardless, producers will benefit from these insights into how best to distribute their video clips for audience growth.
There has been significant investment in video from podcasting platforms like Spotify. Yih Lee describes Spotify’s decision to promote video as creator- and audience-driven: “With one voice, they’ve essentially said, we want more video on Spotify.”
The introduction of Spotify’s Partner Program signalled an innovative way to unlock new revenue streams and make video content more discoverable. Creators earn a 50% share of the revenue recognized every time an ad is monetized by Spotify.
So how can video producers capitalize on new opportunities? By maximizing discoverability. Lee recommends using vertical video clips — similar to the videos that made TikTok one of the most popular media platforms in the world — to grow awareness of your podcast. “You’re essentially creating a mini trailer for every single episode.”
There’s no perfect formula for making viral podcast clips; social media algorithms are changing all the time. But Chris Colbert has a tried-and-tested methodology for using YouTube Shorts as top-of-funnel content.
Wait, what does top-of-funnel mean? In this context, drawing a new audience based on general keyword searches. These people may not be looking for your show, but they are seeking content on topics that you cover.
Anyway, back to Chris’s methodology at DCP Entertainment: “We use 3 or 4 different shorts that capture people’s attention… and lead them into the full-length piece.”
Hayley Rose Danick was quick to underscore YouTube’s discoverability mechanics: “Shorts are served to you… like TikTok. They’re based on your watch history and behavior.” AI podcast tools can support clip generation, especially if you don’t have a dedicated social media content manager.
Don’t be afraid to experiment with different formats and lengths to figure out what your audience finds interesting. Wait until you’ve tried a content format five or six times before scrapping it — after all, you never know what might go viral, and you need enough data to make an informed decision about your podcast marketing strategy.
Here’s a step-by-step process for making video podcast clips:
- Create 3-4 clips per episode (either using an AI tool or manually in your video editing software).
- Add subtitles and podcast logo.
- Add effects, such as music or zoom effects (if you have capacity).
- Generate engaging captions (questions work well) and add a link to your show.
- Upload to social platforms like YouTube, Spotify, TikTok, and Instagram.
Creative Strategy and Audience Alignment
There’s no one-size-fits-all approach to video podcasting. Different formats call for different strategies — and if you’re trying to repurpose everything everywhere all at once, you might be spreading yourself too thin. Hayley Rose Danick is clear on this point: think of Shorts and long-form as two entirely separate content strategies. “I would really try to think of designing two different content slates — one for Shorts and one for long form.”
Trying to funnel viewers from Shorts into full episodes? That’s often a losing game. “They’re there to consume your Shorts content and be entertained in small spurts. That’s it.”
Chris Colbert agrees. For him, the real starting point is intention. What is the show really built for — audio-first or video-first? “We ask: is this an audio-first podcast, or is this a video-first podcast?”
Trying to give both formats equal attention may sound ideal, but it can quickly become a resource drain. “If you’re trying to hit both formats hard, that can get expensive. Pick your priority, and adapt to the other.”
Meanwhile, Yih Lee from Spotify reminded creators that audience behavior is fluid. Many users don’t just want video — they want the option to switch back and forth between video and audio based on context. “Half of our users say they want video — but what they really want is the option to switch back and forth.”
And perhaps the biggest takeaway from this discussion on audience alignment? Intentionality only works when paired with something deeper: authenticity. “You have to think about authenticity — in production, in hosting, and in how you’re reaching folks.”
If your strategy doesn’t reflect your values, your audience will feel it — and tune out.
Production Tools, Monetization, and Growth
So, you’re ready to dive into video. But wait, what if you don’t have a full production crew or $10K in gear? Totally fine. This part of the conversation is all about how to make it work with what you’ve got, and how to scale up when the time’s right.
Chris Colbert keeps it practical. First, use the right remote platforms: “Platforms like Riverside and Squadcast can save you thousands of dollars and help you cut shorts easily.” If your setup is basic, that doesn’t mean it can’t look polished. “Even if you both just have webcams, that’s enough to get started with high-quality remote recording.” Technology is improving every day; increasing numbers of recording errors can be corrected in post-production, even if you aren’t a podcasting whizz.
Hayley Rose Danick offers a mindset shift that really sticks: “It’s like going to the gym… every week you upload content, you’re learning more about the platform.” It’s not about perfection — it’s about reps. And those reps give you the data you need to make smart choices.
Speaking of data, Yih Lee outlined some of Spotify’s metrics that matter: “We now include total time engaged, hours listened, and percent of video watched in the foreground.” It’s not just what people watch — it’s how long they stick around and how deeply they engage.
And let’s not forget the human side of production. As Chris Boniello put it: “Sometimes it’s easier to laugh and be honest with your audience than to over-edit.”
Chris Colbert added that metadata — titles, descriptions, and keywords — is often overlooked. But podcast SEO is crucial. “How people find your content informs how you write titles, descriptions, and choose thumbnails.”
In short? Focus on getting your content out, then iterate with intention. “If you’re intentional and authentic, your audience will feel that.” – Hayley Rose Danick. The tools are there. The audience is waiting.
Video Podcasting: Quick Tips
- Start small with the right tools. Use platforms like Riverside or Squadcast to cut costs.
- Pick a primary format. Decide early if your podcast is video-first or audio-first.
- Use Shorts strategically. They’re great for growth, but not always for deep engagement.
- Design for discoverability. Think in thumbnails, clips, and search behavior.
- Build gradually. Upload regularly, watch your data, and adapt.
- Stay authentic by helping viewers connect more with realness than polish.
Have questions? Interested in having The Podglomerate produce and market your podcast? Email us to learn more about our video podcast production services.
