Podcasting has come a long way in just over two decades. The concept was simple, but its impact has been enormous. The idea that a taped piece of audio, ready for anyone to consume on their own time, could become one of the most revolutionary concepts in the history of audio changed everything. It eliminated the shared experience that radio once provided, allowing full control and choice for the user based on personal preference and timeline.
In more recent years, video has become the new normal. Audiences are flocking to podcasts on video streaming platforms like never before. Netflix recognized the massive appeal and began paying large sums of money to top podcasts from Barstool Sports, iHeartMedia, and The Ringer to secure exclusivity for their video products. Platforms see the opportunity, and more money will follow.
However, Monday’s news that Apple Podcasts is embracing the video trend should serve as a warning sign of another industry evolution. One that sports radio can no longer ignore.
There will always be debate about how many people watch podcasts versus consume the audio version of the same product. Every user is different, and so are their habits. Some listen on the go, while others enjoy podcasts like any other form of entertainment at home or in the office.
Without question, the audio side of podcasting had roughly a 15-year head start in shaping consumption habits. For years, it was the only way to consume the product, with every cell phone and computer acting as a personal distribution hub.
However, since Spotify began pushing into video during the pandemic, habits have shifted quickly. Spotify CFO Christian Luiga said Tuesday that video podcast consumption on Spotify has increased more than 90% since the launch of the Spotify Partner Program. She also noted there are now more than 530,000 video podcast shows on the platform.
Since Spotify began its video push, platforms such as YouTube and Netflix have aggressively entered the space, compensating podcasters for their content. iHeartMedia announced last month that it is adding full-length video podcasts to iHeartRadio at no cost to creators. Now Apple, long synonymous with podcasting itself, is fully stepping into the video format as well.
The speeding train of video podcast consumption isn’t slowing down anytime soon.
According to Edison Research in July, 51% of the U.S. population has watched a video podcast. 37% have done so in the past month, and 26% are weekly viewers. Video consumers skew younger, are more racially diverse, and are more likely to use multiple devices and platforms for podcast consumption.
In 2025, Edison reported 158 million Americans as monthly podcast consumers. If more than half are watching on video, what does that say about the health, stability, and long-term future of audio-only podcasting? Netflix isn’t interested in audio. Neither is YouTube. Now add Spotify, iHeartRadio, and Apple to the video revolution.
Do sports radio stations see the writing on the wall?
Sports radio has long played catch-up in the podcast revolution. When Apple began building its industry model, sports radio allowed it to claim its real estate without resistance.
How long did it take broadcast companies to truly understand and develop strategy around time-shifted and on-demand audio?
How many sports radio stations still fail to properly package their on-demand content for a podcast audience?
How many sports radio talents still don’t produce a separate product outside of their daily show?
Now add video to the equation. Are sports radio stations even close to being prepared for this battle?
Not every sports radio brand operates the same way. Some companies fully invest in staff and technology to produce a product that rivals the best video podcasts in the space. Others place a camera in the room and tell staff to figure it out. Still others haven’t attempted it at all, even as consumer behavior clearly shifts toward visual platforms.
Sports radio cannot afford to let this train leave the station the way it did when podcasting first emerged. The megaphone radio still possesses risks becoming an antique as digital innovation continues reshaping audience habits.
The goal of video isn’t to provide an additional option. It’s to change habits. When consumers enjoy their favorite podcast, adding visuals enhances the experience. That enhancement can shift how the product is consumed, even if it doesn’t change whether it’s consumed.
A message to sports radio stations. Video is no longer optional. It’s the expectation if sports radio hopes to compete in an evolving podcast ecosystem. When audiences want to see you, you must be seen. Every research trend shows increasing demand. The question is whether sports radio is paying attention.
The platforms aren’t experimenting anymore. They’re committing, investing, and reshaping habits. And habit drives everything in audio.
Sports radio once owned the daily ritual. The commute. The office. The background noise of a fan’s life. Podcasting chipped away at that control by offering time-shifted convenience. Now video reshapes it again by adding connection, personality, and shareability in ways traditional audio alone cannot.
This isn’t about abandoning radio. It’s about expanding it before someone else replaces it.
The brands that win over the next decade won’t debate whether video matters. They’ll focus on executing it better than anyone else. They’ll understand that visibility drives discovery, discovery drives engagement, and engagement drives revenue.
If sports radio waits for certainty, it will be too late. The certainty already exists.
The audience has shown its hand. The platforms have placed their bets.
The only question left is whether sports radio is ready to play.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
