In a world where video content dominates all platforms, <a href="/ru/blog/algoritm-YouTube-shorts-2026-kak-narezat-strimy-dlya-virusnogo-uspekha/” title=”YouTube Shorts Algorithm 2026: How to cut streams for viral success”>podcast cutting and their video formats are becoming increasingly popular. However, despite the growing interest in video podcasts, traditional audio still plays a key role. The question arises: will audio be overshadowed while podcasts actively explore video formats and CTV?
Video Podcasts: Goldmine or Distraction?
Streaming services and even cable networks are actively licensing and producing their own podcast content. Their goal is to monetize through advertising and attract new subscribers. In this context, traditional audio finds itself in a familiar but uncomfortable position.
Maria Tullin, SVP of Audio Strategy and Podcasts at Horizon Media, argues: this will not happen. “I would look at video as a gateway,” says Tullin, who oversees all of Horizon’s audio projects with a focus on their effectiveness. She emphasizes that Horizon tailors audio investments to each client, but the main focus is on streaming and podcasting as the two largest channels.
Measuring Effectiveness: New Approaches and Old Problems
Maria Tullin notes that methods for measuring advertising effectiveness in audio have evolved significantly. If previously it was only promo codes and vanity-URLs, now the focus has shifted to pixel attribution. The main problem is YouTube. “We recommend clients participate in YouTube simulcast, but I cannot measure it as accurately,” explains Tullin.
Video Podcasts: Who is responsible for them?
For Horizon Media, video podcasts remain in Tullin’s team’s area of responsibility, especially when it comes to partnering with shows. “We handle almost everything related to the show,” she says. “Although sometimes due to overlap with traditional broadcasting and video, a podcast might end up on another team’s desk. We are not too fastidious about task distribution, but that doesn’t mean we stop doing it just because it’s video.”
YouTube: Brand or Performance?
Working with YouTube requires a special approach. Recommendations depend on the client’s goals. If the client is accustomed to pixel attribution, YouTube can be allocated a separate budget as a branding tool. For other brands focused on direct consumer contact and with social budgets, simulcasts may be more acceptable, as they are accustomed to a different type of data than pixels.
Podcast Budgets: Where Does the Money Come From?
Typically, funds for podcasts are allocated from the audio budget. However, there are instances when there is no audio budget at all. In such cases, clients may use an influencer budget to explore podcasts. In these situations, Horizon Media gets involved and, in the process, may suggest considering streaming as well.
Market Evolution: Advantages and Risks
“It’s a double-edged sword. On one hand, it’s great that people are showing interest in podcasts. On the other hand, I’m less thrilled that while many shows with strong audiences and a large video presence are great, they are not the only ones on the market,” shares Maria Thullin.
There are many talented creators with both video-first podcasts and audio-only formats that deserve attention. Thullin aims to interest clients in opportunities but warns against over-investing solely in big names. This leads to oversaturation, decreased advertising effectiveness, and a poorer user experience.
Advice for Aspiring Media Professionals
Maria Thullin emphasizes the importance of setting boundaries at work but calls for balance. It’s important not just to do your job, but also to strive to understand what’s happening at the level above. “Doing your job in isolation won’t get you further,” Thullin asserts. “Ask questions about what your manager is doing, offer help if you’re interested. That’s what leads to advancement because you show that you care about the next level, not just wanting a promotion for the sake of it.”
Frequently Asked Questions
What is a simulcast?
Simulcast is the simultaneous broadcast of media content (e.g., a podcast or stream) across multiple platforms, such as YouTube and Twitch or Libsyn.
How is podcast advertising effectiveness measured?
Traditionally, promo codes and vanity URLs were used. Now, pixel attribution is actively employed. For YouTube, this is more complex, and it is often viewed as a branding tool.
What budgets are allocated for podcasts?
Typically, these are audio budgets. In some cases, influencer budgets may be used, especially if the company does not have a separate audio budget.
Why shouldn’t you invest only in large podcasts?
Over-investing in popular shows can lead to advertising oversaturation, reduced effectiveness, and a poorer user experience, ultimately harming the entire industry.
What skills are needed for career advancement in media?
It’s important not only to do your job well but also to show initiative, be interested in the tasks of your superiors, ask questions, and offer help. This demonstrates a desire for development and an understanding of the bigger picture.
In conclusion, while video podcasts are gaining momentum, audio formats remain a fundamental part of the media landscape. The value of audio and its ability to attract an audience should not be forgotten. For those who want to delve deeper into the world of podcasts and their monetization, it is important to consider both video and audio, and to constantly adapt to changing methods of measuring effectiveness. Continue to explore, ask questions, and develop to stay at the forefront of the media industry.