Podcasts Are the New TV — And That Changes Everything
- Rob Chandler
- 2 days ago
- 3 min read
In a recent episode of The Prof G Podcast – Office Hours, released on 26 January 2026 and titled “Why podcasts are the new TV, careers after 50, and divorce with kids”, Scott Galloway made a clear and data-backed claim: podcasts are becoming television’s successor — not its sidekick .
If you're like me, there's always hype around stuff that people want to hype, but seeing data is key to be able to make a judgement on something.
It seeems to be an economic, demographic and production-led shift that creators, brands and studios need to bear in mind if they are to succeed commercially, or for most, those who want to market products, services or themselves.
Why podcasts now outperform traditional TV
Galloway points to a collapse in the traditional television business model. Late-night TV audiences are reportedly down by around 90%, while flagship shows can cost $100m to produce and return far less in revenue. The problem is not talent. It is cost, scale and audience behaviour.
Podcasts, by contrast, deliver what he describes as “80% of the production value of television for roughly 10% of the cost”. Personally, it's got to be less than 10% for the vast majority. Most are either audio only, or use simple camera, lighting and editing techniques.
But a well-produced video podcast can feel a bit like TV (alhtough the point isn't to make it like TV at all), without the crews, long schedules or financial risk that now are hamstringing traditional broadcasters .
Discovery is visual — even when the product is audio
One of the strongest arguments Galloway makes is around discovery. According to Spotify data he cites, 42% of podcast listeners discover new shows via social platforms such as TikTok, Instagram and Facebook. Nearly half of users on short-form platforms watch podcast clips, and one in three US Spotify users now engages with video podcasts .
This explains why video podcasting is no longer optional if large scale listeners/viewers are important. The long-form show may be audio-led, but growth is driven by video clips, social reach and visual presence across feeds and connected TVs.
The real advantage: advertisers and demographics
From an advertising perspective, the numbers are even more compelling. Galloway highlights that around 70% of listeners to leading podcasts sit in the 25–54 “core demographic” that advertisers value most — compared with roughly 30% for cable news.
Be under no doubt, this is a dream for the creative and ad industry that has been struggling for some time.
That difference drives higher CPMs, stronger brand outcomes and far more sustainable economics for creators who break into the top tier.
A reality check on podcast economics
Galloway is also clear-eyed about the risks. Of the roughly 1.5 million podcasts in existence, only a tiny fraction are economically viable. His estimate is that around 0.1% truly make money.
The implication is important: podcasts should often start as strategic media assets — building audience, authority and brand — before becoming standalone businesses.
Why this matters to The Dean Street Podcast Studio
This shift is exactly why studios need to rethink how podcasts are made.
At The Dean Street Podcast Studio, we have built our offering around the idea that podcasts are now visual-first media properties, not audio shows with a camera bolted on. Using broadcast-grade workflows and the VeePod virtual production system, every show can have its own bespoke digital set, cinematic lighting and multi-camera grammar — without the cost or rigidity of traditional TV studios or a podcast studio becoming a prop house.
This is what allows podcasts to:
Look premium on YouTube and connected TVs
Generate high-performing short-form clips for TikTok, LinkedIn and Instagram
Support brand integration and sponsorship in a way audio alone cannot
A personal note on careers after 50
The episode also touches on careers after 50 and rebuilding after divorce — themes that resonate strongly here. The Dean Street Podcast Studio was founded in my 50s, after a major career pivot and personal reset. Podcasting, particularly video podcasting, represents one of the most accessible ways for experienced professionals to re-enter the media landscape with authority, independence and creative control.
Podcasts are not replacing TV — they are becoming it
Galloway’s conclusion is blunt: television is becoming too expensive to justify its own existence, while podcasts continue to scale in quality, reach and profitability. As production values rise and video becomes the default, podcasts are increasingly where culture, conversation and advertising dollars are heading.
The question is no longer whether podcasts are the new TV — but who is building them properly.
