By Prithi Dey 

It’s been nearly seven years since I started my podcast journey at Spotify and I can honestly say that 2026 feels like the era of video disruption. I say disruption in a positive way.

Never have I witnessed such an acceleration in format evolution, platform distribution and content strategy. Exciting? Yes. Confusing? Also, yes. Overwhelming? 100 percent. 

Over the last few years, the word ‘podcast’ has been debated as the format evolved, moving from being predominantly talking heads, audio only and always long-form. 

Serial was groundbreaking, changing the way podcasts were perceived and introducing the format to new audiences. And then, we started to see the rise of video podcasting, with Joe Rogan leading the way.

When people ask me: ‘Why video?’ the answer is obvious – because people want it. Formats evolve because audiences evolve. And so, platforms need to evolve. 

To be clear, video is not here to replace audio, but we can’t deny that podcasting is evolving and video brings possibilities that audio alone can’t, such as the visual storytelling that brands love. 

And the data backs this. Statista has reported that over 40 percent of Australian podcast listeners already watch podcasts with video, signalling that video podcasting is rapidly gaining traction as a preferred format. Users also tend to stick around longer with video versus audio-only episodes, and increasingly expect to be able to choose between watching or listening when consuming a podcast.

Video content is also a gateway to younger audiences, which is highly relevant for brands thinking about how to communicate with Gen Z. Triton’s 2025 Australian Podcast Annual found that 72 percent of Australians aged 18 to 34 consumed podcasts in the previous month and, according to the ‘Infinite Dial Report, 2025’, 52 percent of Australians aged 10-plus consume audio or video podcasts monthly.

The decision to create a video podcast needs to be made at the creator and show level. Adding video is not the silver bullet to success and won’t trick algorithms into higher discovery. The key to success will always be understanding your audience and making engaging content, be it audio or video.

We understand the pressure felt by creators to include video into everything. Yes, it can be a heavy lift to produce, edit, distribute and monetise. But the first question should be: is video right for the show and audience?

We’ve loved seeing local creators lean into video, getting creative with studio space and thinking about what their audience wants to see and hear. Independent creators Swag on the Beat and Kick it Forward have custom sets reflecting their personality, where audiences get to know and laugh along with them (and offer plenty of opportunities for brand placements too, I’m sure). 

Meanwhile, Bella Fiori (Mystery Mondays) has seen success from bringing her content from YouTube to Spotify where income earned now exceeds expectations. And in New Zealand, Not For Radio by Mediaworks saw exponential growth by adding video.

When asked how to make a successful podcast, my advice is consistent: why are you making it, who is it for, what do you want them to take away from it, would your audience benefit from video, and, if so, why? Understanding the why is the foundation for engagement, whether it’s produced by a large network, an indie creator or a brand. 

Define what success looks like to you. If the topic is niche, lean into it, engage with the audience and expect the reach to be small but highly engaged. That’s where community comes from. Not every podcast will reach Joe Rogan numbers, and that’s OK!  

So if you’re a creator, here’s what you need to know about video and podcasting in 2026:

• Thinking about making a video podcast or adding video? Ask yourself ‘why?’. 
• Starting a new show and wondering whether to record video? Do it. At a time when the multiplatform strategy rules, recording in video from the start is advisable and creates efficiencies when repurposing for other platforms, even if you choose not to publish full video episodes.
• Unsure how to host and distribute your podcast? Do your research, ask for help and reach out to platforms. 
• Confused about how you make money if you have a video? Again, ask! There is a lot of incorrect information out there.
• Want to grow an audience? True growth comes from organic reach, word of mouth and the credibility of the creator.
• Is adding video the silver bullet to success? No.

Prithi Dey is the head of Podcast AUNZ at Spotify

Read more: Creating a buzz: What Bumble can teach brands about podcasting