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Podcasts are no longer just for listening - they’re becoming a visual experience, and the battle for video podcast dominance is heating up.
YouTube has led the pack, turning podcasters into full-fledged video creators, while Spotify has thrown big money at exclusive deals to stay in the game.
But now, a new challenger is entering the ring: Netflix
The streaming giant is reportedly eyeing podcasters as its next big content play, signaling that video podcasts aren’t just a trend - they’re the future.
With major platforms competing for control, the lines between streaming, social, and creator-driven content are blurring fast.
In issue 33 of The Grip, we unpack Netflix ’s podcast aspirations and what marketers should take away from it.
Other stories from this issue include:
👉 How Podcasters Are Measuring Videos’ Role in Growing Incremental Audiences
👉 Reddit, Inc. CEO Says Paywalls Are Coming Soon
👉 How Changes to a Centers for Disease Control and Prevention Vaccine Panel Under Kennedy Could Reshape Policy
👉 Google's AI Overviews Are Hurting Your Website Traffic
All this and more in issue 33 of The Grip!
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: Why Can Hating Your Job Be Funny?
Avg. Monthly Search Volume: 880
Answer: People searching this clearly haven't seen Office Space.
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
YouTube and Spotify want to be video podcast kings. But they might have a new challenger: Netflix.
Netflix is reportedly dabbling in the video podcast pool, hoping to ride the wave YouTube has been dominating. The streaming giant has reportedly been scouting deals with podcasters as a way to add more affordable, ad-friendly content to its lineup. Last year, it even flirted with Call Her Daddy host Alex Cooper before SiriusXM snatched her up for $125 million.
Why Video Podcasts?
Video podcasts could offer a steady stream of content at a fraction of what Netflix pays for traditional TV shows - plus, podcasters already have built-in audiences who love watching their shows as much as listening.
But don’t expect Netflix to overthrow YouTube anytime soon. Instead, it might take a hybrid approach by licensing popular podcasts, creating exclusive shows around big-name hosts, or even offering ad-free versions as a perk for subscribers.
While Netflix’s past talk-show experiments have flopped, industry insiders think it’s only a matter of time before the platform locks in more creator-led content.
Why Should Marketers Care?
Audiences are becoming more accustomed to engaging with long-form video content. As owned media becomes a bigger priority for marketers, podcasts have become a go-to investment for brands looking to build deeper connections with their audience.
With the barrier to entry lower than ever, adding video to your podcast strategy isn’t just an upgrade- it’s a competitive advantage. It enhances discoverability, boosts engagement, and positions your brand where the industry is heading. Whether you’re creating your own show or partnering with existing ones, the rise of video podcasts is one that marketers can’t afford to ignore.
📄 Read Article (Source: Tubefilter)
How Podcasters Are Measuring Videos’ Role in Growing Incremental Audiences
Podcasters are increasingly using video to expand their audience, but there’s no clear way to measure whether video content directly boosts traditional podcast listenership. Instead of focusing solely on listener growth, publishers are looking at overall audience expansion across both audio and video platforms. This reflects the growing trend of blending audio and video formats, with companies like The Ringer, Vox Media, and The New York Times seeing significant increases in total engagement thanks to this hybrid approach.
Platforms like YouTube, Instagram, and TikTok play a crucial role in distributing podcast clips and attracting new viewers. 57% of healthcare podcasts are available in both audio and video. As the healthcare podcast space continues to saturate with new shows, video is becoming more of a must than a nice-to-have.
📄 Read Article (Source: Digiday)
Reddit CEO Says Paywalls Are Coming Soon
Reddit, Inc. is preparing to introduce paywalls, with plans to roll out a “paid subreddit” feature later this year. CEO Steve Huffman confirmed the company is testing ways to restrict access to certain content for paying users, continuing its push for new revenue streams following a disappointing earnings report.
This move aligns with Reddit’s broader monetization efforts, including ad-heavy experiences, AI content licensing deals (which we covered here), and its long-standing but underwhelming Reddit Gold subscription.
Marketing Potential...or a Desperate Monetization Play?
The change raises questions about moderation and the nature of Reddit’s content, which is largely curated rather than original. Paid subreddits could offer opportunities for creators looking to monetize communities, potentially competing with platforms like Patreon. But do people actually want to use Reddit this way? We'll have to wait and see.
📄 Read Article (Source: Gizmodo)
How Changes to a CDC Vaccine Panel Under Kennedy Could Reshape Policy
Robert F. Kennedy Jr.'s confirmation as U.S. Department of Health and Human Services (HHS) is raising concerns about potential changes in U.S. vaccine policy.
Despite claiming he’s not “anti-vaccine,” Kennedy has long questioned vaccine safety, and his new authority gives him direct control over key federal health agencies, including the CDC’s Advisory Committee on Immunization Practices (ACIP). This committee determines which vaccines are recommended, covered by insurance, and provided for free to children.
Healthcare leaders warn that Kennedy could alter or override vaccine policies by appointing vaccine skeptics, warping recommendations, or limiting funding for vaccine programs - all of which could ultimately reduce vaccination rates.
Critics also fear that undermining ACIP’s credibility could weaken trust in vaccines, pushing more people toward skepticism. While it’s unclear how aggressively Kennedy will act, his history of promoting vaccine misinformation and his new position of power raise significant concerns about the future of vaccine policies in the U.S.
📄 Read Article (Source: NPR)
AI Overviews Hit Publisher Traffic Hard
Google’s AI Overviews are hitting publishers hard, significantly reducing organic click-through rates from search results. Before AI Overviews, publishers could expect a 4% CTR from organic search, but with AI-generated answers appearing directly in search results, that rate has plummeted to 0.6%.
So what now?
Marketers must re-evaluate their KPIs for both paid and organic search and invest in AI tracking tools to monitor when AI Overviews are impacting their keywords. More importantly, first-party data and owned media are becoming essential, as publishers that once thrived on search traffic and social media referrals will need stronger direct relationships with their audience.
📄 Read Article (Source: WARC)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Breaking Down Data Silos with Interoperability
Interoperability has long been a buzzword in healthcare.
In an ideal world, our healthcare system would exchange timely, high-quality data to empower patients, improve clinical quality, and keep costs under control.
How close are we to making this a reality?
In this episode of the HealthBiz Podcast, host David E. Williams talks with Dr. Donald Rucker, Chief Strategy Officer at 1upHealth, Inc., about how their health data management platform is transforming the way healthcare organizations access, share, and leverage patient data to improve outcomes, enhance efficiency, and drive more personalized care.
Working with IDNs: The Pharma Perspective
How are pharmaceutical companies and Integrated Delivery Networks (IDNs) adapting to new technologies and market shifts?
Join host John Marchica and special guest Matt Portch, Consultant at MPC&R LLC, as they explore this evolving collaboration on another exciting episode of Health Care Rounds: A Darwin Research Group podcast!
What We’re Listening To
New music that has been inspiring us.
Magic City Hippies - Enemies
This latest album from Magic City Hippies takes everything great about indie dance-pop and polishes it into a smooth, high-energy ride from start to finish. Is it groundbreaking? Not really. But who cares? It’s fun, soulful, and impeccably produced, which is more than enough to keep me hooked!
Thanks for reading! See you next week! 👋
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