✊ I might have just given away my podcasting credentials
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Hi friends, Over the past two years, I’ve created three new podcasts in three different formats: Podcast Marketing Trends Explained — An audio/video show published to YouTube & RSS. Roast My Podcast — A video-first show that is (currently) only available on YouTube. Killer Concept — An audio-first show that may or may not end up incorporating video. Despite their differences in concept, format, and delivery mechanism, I think of all three as “podcasts”. And I think it's safe to say my own demonstrated flexibility with the term reflects the state of podcasting as a whole. Which, in my opinion, is a good thing. As a creator, I couldn't care less about whether the shows I’m creating are “technically” podcasts or YouTube videos, or something else entirely. What I care about is having ideas and finding a way to get them out into the world in whatever way each specific show concept dictates. Sometimes that means incorporating video. Sometimes it means forgoing it. There is no universal right or wrong approach outside of what the project—and your specific goals around it—requires. But while there may be no right or wrong when it comes to show formats, there are certainly differences. Both in required inputs and expected outcomes. Differences in what it takes to do each format well. Differences in potential upside. Differences in what consumers expect from each format… And what you, as a creator, must do to meet those expectations. In short, both approaches are valid. And each comes with its own set of strengths and weaknesses. As a podcaster looking to get the most out of your show, it helps to know what those distinctions are and how to play with them. With that in mind, I—along with the team at Lower Street—have spent the past few months digging into what the data says about the differences between audio and video podcasts. Our driving question: What is the real ROI for each format when it comes to audience attention? The result is our brand new report: The Cost of Attention in Podcasting: Audio vs Video In the report, we share our findings on how much it costs to acquire attention via each show format, along with a bevy of fascinating insights we uncovered along the way, including:
Check out the report here: The Cost of Attention In Podcasting: Audio vs Video Oh, and one more thing. I put a ton of time and effort into these reports, which I intentionally choose not to gate behind a paywall or email opt in. My goal is to make this data as accessible as possible. But in order to do that, I could use your help. Which leads me to both a request, and a bribe. First, the request: If you have a friend, colleague or cohost who would find the report useful, forward this email or share the link to the report with them personally. Second, the bribe: In early December, I’ll be running a two-part annual strategy workshop for my private clients. The workshop will consist of two 2.5 hour sessions, with guided prompts, group discussion, and feedback from me. In the first session, we’ll look back on 2025 and diagnose the issues that are currently keeping your business and show stuck. In the second, we’ll take those insights and develop a clear, focused strategy for what to cut, refine, and double down on in 2026—from product to ops to marketing, sales, and personal life. There is no way to purchase access to this workshop. But… If you’re willing to share the report more broadly, I’ll add you to the private invite list. Here’s what you need to do:
No pressure or expectation. But if you’re willing to help, I truly, truly appreciate it.
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