The Future of Video Podcasting: Reach & Ownership
Video podcasting is on the rise, with YouTube leading the charge. But discovery isn’t the same as ownership. This article explores why pairing YouTube with your own website - powered by Open.Video - creates a sustainable strategy for growth, SEO, and long-term audience value.
The Future of Video Podcasting: Reach & Ownership
Table of Contents
Why Video Podcasting Is Exploding
YouTube’s Role in the Growth of Video Podcasts
The Missed Opportunity: Ownership Beyond the Platforms
How a Website Strategy Complements YouTube
Building a Sustainable Video Podcast Future
1. Why Video Podcasting Is Exploding
Over the past few years, video podcasting has moved from niche to mainstream. According to Edison Research, nearly half of podcast listeners now watch shows on video, whether on YouTube, Spotify, or directly from creators.
Why the surge? Audiences want the intimacy of audio, paired with the visual connection of video. Clips travel further on social platforms, creators can repurpose content more easily, and video adds another dimension to storytelling.
In other words: video isn’t replacing audio, it’s expanding the canvas for podcasters.
2. YouTube’s Role in the Growth of Video Podcasts
YouTube has been the launchpad for many video podcasters. Its algorithm can expose new shows to massive audiences, and it has normalized the idea of “watching a podcast.”
But there is a tradeoff: YouTube is optimized for discovery, not for deep ownership. While you can reach millions, you don’t directly control how viewers find, subscribe, or engage with you. For most creators, that’s fine, until they want to build a business around their show.
3. The Missed Opportunity: Ownership Beyond the Platforms
The question isn’t “Should I be on YouTube?” - the answer is yes. The deeper question is: “Am I building a presence that lasts beyond YouTube?”
When your podcast is hosted solely on YouTube:
That’s where ownership comes in. By pairing your YouTube channel with your own website, you create a long-term foundation. Every episode becomes an asset that boosts your search visibility, builds your direct audience, and strengthens your brand equity.
4. How a Website Strategy Complements YouTube
This is where tools like Open.Video fit naturally. Instead of replacing YouTube, they make it easy to:
Think of YouTube as the front door for discovery, and your own website as the living room where you actually build relationships.
5. Building a Sustainable Video Podcast Future
Video podcasting is still young, but the winners will be the ones who balance reach with ownership. YouTube helps you get found. Your own domain helps you build lasting value.
If you’re starting or scaling a video podcast today, the smartest strategy isn’t “YouTube or my own site.” It’s YouTube and my own site - a dual approach where discovery fuels growth, and ownership builds sustainability.
The takeaway: Platforms are powerful for reach, but they’re not the endgame. Owning your video podcast presence ensures your audience and your business are truly yours.
About Jeff Bernard
Jeff Bernard brings a wealth of experience in curating innovative digital strategies that drive user acquisition, engagement, and ultimately, digital revenue growth. He currently serves as VP of Content Partnerships at Open.Video, where he helps creators break free from walled gardens and take ownership of their content on the open web. Jeff also leads as the VP of Global Publisher Success at Ezoic, a recognized leader in the digital advertising space. He holds an M.B.A. from the University of Redlands and a B.A. in Communication from California State University San Marcos. Outside of work, Jeff enjoys life with his wife and two boys - often found coaching youth soccer or battling it out on the tennis court.