> ## Content Index > Fetch the complete content index at: https://www.podcastvideos.com/llms.txt > Use this file to discover other available public pages before exploring further. # Why Podcasting’s Next Growth Phase Goes Beyond Audio - URL: https://www.podcastvideos.com/why-podcastings-next-growth-phase-goes-beyond-audio/ - Published: 2026-09-18T15:00:24.000Z - Updated: 2026-09-18T15:00:23.000Z - Description: Explore how video, short-form clips, and direct listener support are driving audience growth and revenue for modern podcasters beyond traditional audio ads. - Author: Staff Report - Tags: Audio Software, Audio Equipment, Business Podcasting’s business model is undergoing a visible shift. [At Radiodays Asia](https://radiodaysasia.com/news/what-a-way-to-finish-radiodays-asia-2026/?ref=podcastvideos.com), industry leaders argued that creators and networks must treat video, short-form clips, branded storytelling, and direct listener support as central products, not secondary promotions. The discussion offered a practical warning for producers: audio remains essential, but audience growth and revenue increasingly depend on what surrounds it. ### Key takeaways - Traditional audio podcasts are competing for a relatively small share of media budgets in parts of Asia. - YouTube, TikTok, and short-form clips can substantially expand discovery and reach. - Integrated branded content is often easier to sell than conventional ad spots. - Japan’s Coten Radio demonstrates how subscriptions and business memberships can support ad-free programming. - Video podcasting requires new workflows, from framing and lighting to clip production and platform distribution. ### The limits of an audio-only business Ron Baetiong of Podcast Network Asia said that roughly 80% to 90% of regional media budgets are already committed, leaving audio podcasts to compete for the remainder. His point was not that podcasting lacks value, but that relying exclusively on standard audio advertising can make sustainable growth difficult. For creators and businesses covered by PodcastVideos.com, the implication is clear: production plans should be designed for multiple formats from the beginning. A recorded conversation may need a full video version, vertical excerpts, thumbnails, captions, and platform-specific edits—not simply an audio file with a static image. ### Video is becoming part of the show Baetiong highlighted YouTube video, [TikTok’s longer podcast formats](https://www.podcastvideos.com/tiktok-shop-reshaping-brand-innovation-e-commerce-and-video-marketing-strategies/), and short clips as major opportunities. Even Philippines-focused programs can attract six-figure viewing totals on video platforms, he said, while networks that shifted their focus to video reported audience growth and significantly higher revenue. That shift also changes how success is measured. [Podtrac reported](http://analytics.podtrac.com/blog/2026/9/2/podtracs-initial-analysis-of-youtube-engaged-views?ref=podcastvideos.com) that video podcasts can generate stronger engagement on YouTube than other video categories, based on a comparison of more than 84 million views. For producers, the lesson is to track engaged viewing—not just the number of people who stop on a video’s opening frame. ### “The clips are the show” [Naoya Nishiyama of Japan’s FUBI Inc.](https://www.instagram.com/p/DcVARTRj-wX/?ref=podcastvideos.com) described a similar shift in audience behavior. A podcast featuring Japan’s defense minister is released as an hour-long question-and-answer program, but also as individual clips for each response. The clips now reach so many more people that they no longer consistently drive listeners back to the full episode. His observation—“the clips are the show”—is especially relevant for interview-based productions. Short-form editing should not be treated only as marketing. Strong answers, clear hooks, captions, and clean vertical framing can function as independent editorial products. ### Direct support and integrated sponsorships Japan’s Coten Radio offers another path beyond conventional advertising. The ad-free history podcast reportedly has more than 10,000 listeners paying at least ¥1,000 per month, alongside approximately 100 companies contributing ¥50,000 or more monthly. Baetiong also favored integrated branded content over isolated ad spots, arguing that it is easier to sell when it is built into the program’s editorial and production concept. That approach requires clear disclosure and careful audience alignment, but it can give sponsors a more meaningful role while reducing dependence on fluctuating ad inventory. ### AI personalities enter the discussion Clive Dickens, CEO of consultancy Meliora, argued for premium AI personalities and suggested the industry should look beyond the phrase “AI slop.” His comparison was deliberately provocative: human-made low-quality programming has existed for decades, including in traditional quiz formats. For producers, the practical question is less whether AI can generate content and more whether an AI-led format offers distinctive value, credible editorial oversight, and a worthwhile listener experience. As with video, quality control and audience trust will determine whether the technology becomes a durable production tool. ### What creators should do next The Radiodays Asia discussion points toward a broader production strategy: record for video, plan clips during development, measure engagement across platforms, and build more than one revenue stream. Tools such as video-capable podcast hosting, captioning systems, editing templates, and reliable lighting can help smaller teams make that transition without rebuilding every episode from scratch. For modern podcast creators, “beyond audio” does not mean abandoning sound. It means treating audio as one component of a flexible media product.