Is Edison Research Correct? Is Video Podcasting Creating New Podcast LISTENERS?

A lot of people are saying video is the future of podcasting. That video is the gateway drug — the thing that creates new podcast listeners. But that story deserves a closer look. In this episode of Podcasting Insights, I question the growing narrative around video podcasting, discovery, and conversion — and ask whether we’re confusing reach with commitment, and visibility with attention. This isn’t about dismissing the data. It’s about questioning the story we’re telling around it. You’ll learn: • Why “discovery” is an incomplete metric • The difference between conversion and gravity • Why video often benefits from defaults, not desire • What podcasting’s real strength has always been • The question creators should be asking instead of “Should I do video?” Links: Podnews story on charting clips based podcast: https://podnews.net/update/complete-rankers Edison Research – The Evolving Ear: https://www.edisonresearch.com/how-new-consumers-are-shaping-podcastings-next-chapter-the-evolving-ear-webinar/ I’d love YOUR feedback: https://www.podmastery.co/survey I've been doing this 20+ years and run a successful podcast marketing agency. Want me to audit your podcast? https://podmastery.co/lite Podmastery goodies you can grab: Treat yourself to a Podmastery Podcast Audit Founding member doors for the Podmastery Podcast Community open soon Free 7-day podcast makeover email course — one tip per day, no filler. Sign up at podmastery.co Everything else: podmastery.co Stuck on something specific? Get your next podcasting challenge solved one-to-one at podmastery.co Got your own opinion and want to share? Great! I love hearing from you. Here's where to do it - https://podmastery.co/get-in-touch/