ICYMI: Who's adding "podcast" to their content marketing strategy this year?!
ICYMI: Who's adding "podcast" to their content marketing strategy this year?!Will 2026 be the year of the podcast?
[📸 Netflix] Joy is in short supply these days but some stuff that made me smile this week: Kai Cenat’s new mindful YouTube channel, TikTok’s Chinese baddie trend; the return of 2016 selfies; and the social media managers for DrPepper and Canada Dry are finally back at work and checking their mentions. Last week I did the worst job of marketing MY own new project: a 2026 Social Strategy series. It launched on Monday with a focus on Instagram. Coming up next week: YouTube! Best of all, it’s totally free to read thanks to Sprout Social — make sure you show them some love and sign up for their new report! ⏰ 1-SECOND SUMMARY
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🔑 ONE BIG THINGWill 2026 Be the Year of Video Podcast Shows?!Podcasts are over 20 years old. But the past year seems to have marked a tipping point — I even wrote a newsletter last May, asking: Should You Launch a Branded Podcast? From entertainment headlines to podcast-friendly features rolling out on social, everyone is angling to be the “home of the show.” Just look at the recent landscape: But First... What is a Podcast?We seem to have collectively agreed that the definition is no longer restricted to audio. I’m pretty sure part of this is due to YouTube’s move into the space. The video-first platform is now the No. 1 platform for podcast listening — er, watching — with 1 billion monthly active viewers of podcast content. I tapped into the ICYMI hive mind to see how creators and producers are navigating the terminology: “It’s just multiple distribution channels — and ultimately creators need to decide if they care where consumers are consuming their stuff or just *that* they’re consuming their stuff.” — Arielle Listenblatt “I define podcasts as audio critical. If you don’t need video to understand, it can be a podcast. If it absolutely needs the visuals, it’s not a podcast.” — Keelin “People get confused and think launching a YouTube channel = having a podcast. Using books as an example: I like how we use the terms “book” and “audio book”. The content is the same, but we call them different things.” — Adam Schaeuble “A podcast must be on an audio podcast hosting platform/RSS and not just be a YouTube video otherwise you’re a talk SHOW.” — Fana Yohannes From “Podcaster” to “Showrunner”I also spoke with Jordan Newman, Head of Content Partnerships at Spotify, about this evolution. “For so long, it was super straightforward,” Newman says. “But in the last couple of years, the definition has expanded. We see creators who don’t define their content as a podcast — they just call it a show.” Newman points to creators like Nick DiGiovanni, Ryan Trahan, and Mythical’s Last Meals. They don’t produce “podcasts” in the typical 2000’s sense, but they dominate Spotify because their content shares the same key elements:
“The days of being just a ‘TikToker’ or ‘YouTuber’ are fading,” said Newman. “Everyone will have to distribute across platforms. But the magic of the format — that deep, authentic relationship with the host — isn’t going anywhere.” The Value PropositionWhy does this semantic shift matter? Because it’s time everyone took podcasts (or whatever we plan to call them) very seriously. The audience is there: 46M Gen Z and 44.9M millennials in the U.S. will listen to podcasts in 2026. And “show” listeners are becoming a brand’s most valuable audience. According to eMarketer: 26% of podcast listeners visit a brand after hearing an ad versus 15% on Instagram and 9% on YouTube. Brands Are Becoming Podcasters TooAs I’ve written before, podcasts aren’t just for creators, celebrities and advertisers anymore . Organic marketing teams are investing in storytelling, fan education, and evergreen content that builds affinity instead of interrupting the audience’s experience. It’s storytelling, not story-selling:
The Bottom LineThe competition for attention is heating up. We are heading toward a future where content is device, platform, and format agnostic. As you look to reach new ears and eyes, don’t just look at podcasts as ad space. Consider how the “show” format — built on intimacy and long-form engagement — could be an extension of your storytelling strategy. Related: Netflix announced its first original video podcasts: a new weekly sports talk podcast with NFL Hall of Famer Michael Irvin and a new show shot in Pete Davidson’s garage 🧮 DATA DROPThere were so many interesting reports dropped this week, I read through to pull some of the most interesting data:
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