The Guide #257: What we lose when a medium ​built for the ear surrender​s to the camera

In this week’s newsletter: As platforms chase ​s​ubscribers, podcasts are losing their off‑screen charm​, leaving listeners to wonder whether the intimacy of audio can survive the studio lights

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This has been the year that podcasting properly, unapologetically “pivoted to video”. Yes, it’s been a progression that has been in the making for quite a while, arguably ever since Joe Rogan first trained a webcam at himself and whichever guest he was smoking weed with in his studio back in 2009 – but in 2026 the medium’s transformation from purely aural to audio/visual (often with more of an emphasis on the visual) is truly complete.

In January, Netflix started broadcasting video versions of popular podcasts from The Ringer, iHeartMedia, Barstool and more, as well as continuing to make video pods of their own. That landgrab was a slightly desperate response to YouTube’s phenomenal success with visualised pods; after becoming the preferred podcast platform for most Americans in 2024, it managed the same feat in the UK in 2026, overtaking Spotify. No wonder, then, that Spotify has – as part of a wider push to get people sticking to its platform for pods – continued to bolster viewing capabilities for its own pods too.