The Wondery layoffs aren’t just an Amazon story - they’re a signal flare for the entire audio sector. We’re in a pivotal moment where “podcasting” as a label no longer fits. The traditional RSS-first, audio-only model that defined the Serial era has given way to something broader: premium digital talk shows, built YouTube-first, optimised for social clip distribution, and structured for secondary licensing to platforms like Netflix, Apple TV+, Amazon Prime, and YouTube itself.
Spotify - once the biggest evangelist for the audio-only podcast boom - is already reshaping its approach. It’s doubling down on video-led formats, creator-led IP, and features like video podcasting and AI-assisted discovery. This isn’t a pivot away from audio entirely; it’s a recalibration toward scalable IP engines with built-in communities and multi-platform monetisation baked in from day one.
đź“Š Supporting Stats
YouTube overtook Spotify as the most-used podcast platform in the US in 2024 (Cumulus Media/Signal Hill Insights).
Spotify now offers full video podcast support and highlights top video shows in its discovery tools (Spotify for Podcasters, 2024).
US podcast ad revenue growth is slowing to ~5% in 2025, down from 20%+ CAGR in the late 2010s (IAB/PwC).
The top-earning creators - many with Spotify distribution - are increasingly video-first, selling arena tours and multimillion-dollar brand deals.
🧠Decision: Did It Work?
Yes - if the goal is commercial scalability and cross-platform dominance. Spotify’s push into video positions it as both a distribution network and a development studio for creator-led IP. These shows aren’t “niche podcasts” anymore - they’re low-overhead, high-engagement content pipelines that can be adapted into documentaries, specials, or recurring series for streamers. The farm-system analogy fits: a creator’s YouTube-native talk show can now serve as upstream content for premium buyers, with Spotify acting as both incubator and marketplace.
đź“Ś Key Takeouts
What happened: Spotify and others are reclassifying “podcasts” as multi-platform talk franchises, with video as the entry point and audio as secondary monetisation.
What worked: The model has proven ROI - built-in communities, scalable formats, cross-platform licensing potential.
What didn’t land: Audio-only investigative formats face reduced funding and fewer acquisition outlets.
Signal for the market: Capital has shifted from fuelling the audio gold rush to backing video-first properties with long-tail IP value.
Brand lesson: Treat your show as a studio property, not just a podcast - design for portability, clip-ability, and future licensing.
đź”® What We Can Expect Next
Expect more Spotify-backed or Spotify-distributed video properties to be shopped upstream to Netflix, Apple, or Amazon, blurring the line between independent creator content and studio development slates. The brands and platforms that succeed will be the ones who build talk formats that can travel globally, spawn spin-offs, and thrive equally in a YouTube algorithm and a streamer’s recommendation engine. Audio will remain essential - but as part of a broader, video-driven content stack.