486 - Video Is Not the Future of Podcasting and Why Audio Still Wins

Lately, I’ve been seeing a growing narrative that video podcasting is no longer optional. That if you’re not producing high-quality video alongside your podcast, you’re already behind.

I don’t buy it.

In this episode, I offer a thoughtful, experience-based response to that claim. Not because I dislike video. I actually enjoy video podcasts and have been consuming them for decades. But because I believe we are confusing expansion with evolution, and in the process, placing unnecessary pressure on creators who already feel stretched thin.

In this conversation, I break down why audio-only and audio-first podcasting are still incredibly valuable, both for creators and listeners, and why the growing obsession with video is complicating things in ways that deserve a closer look.

What I cover in this episode

• The difference between audio-only, audio-first, and video-first content, and why those distinctions matter
• Why I personally prefer audio-first content as a listener, even when video is available
• The real-world realities of how people actually consume podcasts during their day
• Why video adds significant technical complexity, cost, and friction for creators
• How retention and engagement often favor high-quality audio over video
• My concerns about ownership, RSS feeds, and what happens when platforms control distribution
• A breakdown of Apple Podcasts’ recent video announcements and why they raise important questions
• Commentary from respected voices in the podcasting space who are also uneasy about where this is heading
• Why audio is not obsolete, and why it never needed defending until now

My goal with this episode is not to convince you to stop doing video if you love it. If video energizes you, serves your audience well, and fits your life, that’s fantastic.

My goal is to remind you that video is an expansion, not an evolution, and expansion is always optional.

If the pressure to keep up with video has caused you to feel overwhelmed, burned out, or even tempted to quit creating altogether, I hope this episode offers permission to slow down, simplify, and choose what actually works for you and your audience.

A personal invitation

Before you move on to the next episode, I want to speak directly to you if this conversation resonated on a deeper level.

If you’re an entrepreneur and content creator who cares deeply about serving others, and you’ve been doing this work for years, but lately it feels heavier than it used to, I want you to know this:

You do not have to do this alone.

One of the most meaningful shifts in my own entrepreneurial journey came when I stopped trying to carry everything by myself and chose to do life and business alongside other service-first entrepreneurs who were committed to growth, integrity, and long-term thinking.

That’s what the Next Level Mastermind is about.

It’s a small group of experienced entrepreneurs and content creators who bring their full wisdom, experience, and care to the table for one another. A place where you can think clearly, be challenged honestly, and feel supported as you build what truly matters to you.

If you’ve built something real, you care deeply about the people you serve, and you’re feeling the weight of doing everything on your own, I would love to have a conversation with you.

If that resonates, simply email me at cliff@cliffravenscraft.com and let me know you’d like to talk about the Next Level Mastermind. We currently have a few open seats for the year ahead, and I’d be honored to explore whether it’s a fit for you.

Thanks for listening.