News/talk radio has never lacked strong opinions or compelling voices. What it’s lacked, far too often, is urgency around digital video. In 2026, that hesitation is no longer quirky or cautious. It’s costly. News/talk radio leaders don’t need another white paper or conference panel to see where the industry is heading. The signals are everywhere, and they’re flashing bright red.
Just this week, two of the biggest names in conservative media made the move impossible to ignore. Mark Levin and Sean Hannity both announced new digital video shows, with YouTube and Rumble among the key platforms.
These aren’t experiments from fringe players. These aren’t new projects because Mark Levin, Sean Hannity, Westwood One, and Fox News are bored! They’re calculated bets from brands that already dominate radio and television.
At the same time, Apple Podcasts revealed plans to integrate video into its app, aiming to better compete with YouTube, Spotify, and even Netflix. When Apple starts chasing video relevance, the message is pretty clear.
Yet, despite all of that momentum, many news/talk radio leaders are still dragging their feet. Some dismiss digital video as a distraction. Others see it as expensive, complicated, or unnecessary. Just another thing that could possibly go wrong and need fixing. A few quietly hope it’s a fad that’ll burn out. None of those positions hold up anymore, and deep down, most decision-makers know it.
To be fair, this isn’t an all-or-nothing indictment. There are stations and groups that have leaned in and built legitimate video presences. They’ve invested in studios and equipment, dedicated creators, and created content that works beyond terrestrial radio. Those brands are already reaping the benefits in audience reach, advertiser interest, and cultural relevance. The problem is how many others are still wildly behind the times.
What makes the resistance so puzzling is how low the barrier to entry has become. This isn’t 2010, when video meant massive budgets and clunky workflows. Today, a solid camera, decent lighting, and a producer who understands digital platforms can get you in the game. The tools are cheaper. The platforms are begging for content. The audience already expects to see the people they hear every day.
Digital video doesn’t replace radio. It enhances it. It creates shareable moments that travel far beyond a station’s signal and gives advertisers who view having their logo on something as the end-all, be-all something tangible to align with, especially as younger demos continue to drift away from audio-only habits. Ignoring that reality doesn’t protect radio’s legacy. It slowly erodes it.
There’s also a branding problem at play. Earlier this week, Curtis Sliwa said that young people don’t listen to talk radio, that it’s only people who are 55+. And you know what? It’s hard to argue with him. That identity rings true when the industry refuses to embrace the dominant media format of the moment. Audiences notice. So do competitors who are more than happy to scoop up viewers while radio debates whether the water’s warm enough.
The real risk isn’t trying digital video and falling short. The real risk is doing nothing while the rest of the media ecosystem races ahead. Levin and Hannity didn’t move because they were bored. Apple didn’t add video because audio was thriving on its own. They moved because attention has shifted, and smart brands follow attention. That’s where the audience is and is going. I know I’ve banged this drum a thousand times. And I’ll keep banging it until it sinks in to the highest ranking, most influential leaders in the format and in the business.
It’s never been easier to take the leap. Those leading your brands in the future will thank you for making the decision today. The only question left is how much longer news/talk radio can afford to wait.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
