Podcasts Are the New TV — And That Changes Everything

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 things people want to promote. However, seeing data is key to making a judgment.

It seems to be an economic, demographic, and production-led shift that creators, brands, and studios need to consider to succeed commercially. For many, this is crucial for marketing 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 $100 million to produce and return far less in revenue. The problem is not talent. It is cost, scale, and audience behavior.

Podcasts, by contrast, deliver what he describes as “80% of the production value of television for roughly 10% of the cost.” Personally, I believe it's got to be less than 10% for most creators. Many are either audio-only or use simple camera, lighting, and editing techniques.

However, a well-produced video podcast can feel a bit like TV (although the point isn't to mimic TV at all). It offers a similar experience without the crews, long schedules, or financial risks that now hinder traditional broadcasters.

Discovery is Visual — Even When the Product is Audio

One of the strongest arguments Galloway makes is about 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.

Source: Spotify / Prof Media

This explains why video podcasting is no longer optional if large-scale listeners and 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 just 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.

The Future of Podcasting: Embracing Change

As we look ahead, it's clear that the landscape of media is evolving. The rise of podcasts signifies a shift in how we consume content. This change is not just about replacing traditional TV; it's about embracing a new medium that offers more flexibility and creativity.

Podcasts are not merely a trend; they are becoming a staple in our media diet. The question is no longer whether podcasts are the new TV — but who is building them properly.

In conclusion, the future of media is bright for those willing to adapt. By leveraging the unique advantages of podcasts, we can create content that resonates deeply with audiences. The Dean Street Podcast Studio is committed to being at the forefront of this evolution, helping creators elevate their content and reach wider audiences on platforms like YouTube and Spotify Video.

With the right approach, the possibilities are endless. Let's embrace this exciting journey together.