Has YouTube won the podcasting game? It sure seems like it.

A recent study by Coleman Insights and Amplifi Media shares the perception of what the public thinks a podcast is, where they are discovering new shows, and some surprising information about Spotify's place in the video podcast landscape.

BONUS:

Steve shares "The Cost and ROI of YouTube videos" at the end. He gives real data behind a successful YouTube video that made $59,000 in ad revenue, and ideas for how you can speak to your potential client who wants to use YouTube to be successful.

Key Discussion Points

• "What is a podcast" seems to be settled by consumers
• Video isn't just a Gen-Z thing
• YouTube still has room to grow
• Podcast listening hits the road
• Spotify is still an audio-first platform
• Social media takes the lead
• YouTube Premium adds complexity to monetization

Links And Resources

• Full report video replay: State of Video Podcasting replay
• Article: Why The Rise Of Video Podcasting Is Not Killing Audio
• Pod Predictor: https://colemaninsights.com/podcasting/pod-predictor
• Article by Sounds Profitable: The Impact Spotify’s Video Has on Publishers
• Emma Sweet replay: YouTube's Algorythm

ABOUT JAY NACHLIS:

Jay joined Coleman Insights in 2017 after more than two decades of experience in the radio industry as a program director and on-air talent at stations covering a wide variety of formats in the United States.

He has launched multiple successful brands, coached some of entertainment’s brightest talents, and authored a memoir of life in radio. Today, Jay leads podcast research initiatives at Coleman, developing custom solutions for clients to grow strong brands and develop great content by deeply understanding the perceptions and desires of their target audiences.

Jay also co-authored “The New Rules Of Podcasting On YouTube,” a landmark 2023 study focused exclusively on video podcasting, and now "The State of Video Podcasting 2025” - as conducted by Coleman Insights and Amplifi Media

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*Descript to edit the interview for this podcast

For this episode we used the Underlord feature "Edit for Clarity" on the Low setting and was pleasantly surprised! It cut almost 10 minutes of CRAPP - including things Steve wouldn't have edited out if done manually. Not all edits were prefect, but we probably saved an hour of post-production testing it out.

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Steve's guidelines for what makes a podcast a podcast:

1. Can be audio or video (not only a live broadcast, not a pdf, not only a social reel)
2. Available in more than one directory (as an on-demand medium)
3. Can play without an internet connection (at least part of the time)
4. Continues to play with the screen off (without requiring to pay for that feature)

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Mentioned in this episode:

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