Will YouTube help your podcast grow?
Justin Jackson
When podcasters look at YouTube and see videos with millions of views, it's easy to think, "if my podcast was on YouTube, it might grow faster too."
A lot of the fanfare around YouTube is driven by the platform itself, which claims to have more than one billion monthly active viewers of podcast content.
But YouTube won't be the "silver bullet" for growth that many podcasters think it is. While YouTube's massive audience is tempting, it's not a guaranteed growth hack to audience growth.
When you upload your podcast to YouTube, you're stepping into an arena where seasoned YouTubers have spent years mastering the platform's unique language: eye-catching thumbnails, strategic titles, and video-first content that hooks viewers in seconds.
If you're considering putting your podcast on YouTube, you're entering an entirely new arena.
The Algorithmic Reality Check
Traditional podcast consumption follows a predictable pattern: listeners subscribe to shows they enjoy and receive new episodes directly in their feed. Their listening queue is typically filled with recent releases from podcasts they actively follow. It's a linear, intentional relationship between creator and listener.
YouTube works differently. Rather than serving up content from creators you follow, YouTube's algorithm determines what you see based on complex factors like viewer retention, click-through rates, and engagement metrics. This fundamentally changes the game for creators.
Let's be clear about what you're signing up for:
The competition is fierce:
When you submit your podcast to YouTube, your episodes compete with every other content on the platform.
It's not just other podcasts – you're competing against gaming streams, music videos, educational content, and entertainment channels that have spent years mastering YouTube's ecosystem.
The learning curve is steep:
This is a steep learning curve if you're going to compete in this arena.
YouTubers have been crafting content specifically to grab attention and work with the algorithm for years.
Think about MrBeast – he and his team spent years (reportedly ten hours a day) analyzing thumbnails, studying viewer retention graphs, and optimizing every element of their content.
Growth might not be “easy”
Putting your podcast on YouTube doesn't make growth easier - it just moves you to a different playing field with its own complex rulebook.
Instead of focusing on traditional podcast growth strategies (like networking with other podcasters and engaging with niche communities), you'll be deep in the weeds of YouTube optimization.
The platform's potential reach is undeniable, but turning that potential into actual listeners/watchers might take more work than growing through traditional podcast channels.
Algorithms Fundamentally Change Content
As Marshall McLuhan would say, “the medium is the message.” Video lends itself to algorithmically distributed content because it's so inherently addictive. YouTube knows this. You might land there looking for a DIY video, only to find yourself endlessly scrolling YouTube Shorts for hours.
Audio doesn't have the same effect. And that's actually what many of us like about podcasting – it's not this addictive dopamine machine. Podcasts are more akin to books: long-form content meant to be digested thoughtfully.
Algorithms fundamentally change the type of content being consumed. They're designed for addiction – they target our lizard brains with outrage, sex appeal, and sensationalism. This is a fundamental shift from traditional audio podcasting, which focuses on long story arcs and deeper connections.
The Creator Economy Is Changing
The premise of a creator economy was that we would follow creators we liked. If you enjoyed Stephen King's writing, you would buy his novels. If you liked Hank Green’s science videos, you would subscribe to his YouTube channel. If you saw Seth Godin speak at a conference, you might subscribe to his podcast.
That's not how things work in an algorithmic world. In this new reality, people don’t follow creators, they just take whatever the algorithm serves to them.
I'm noticing this shift with young people. Growing up, I was into snowboarding and followed pro snowboarders in magazines and on video. But if you ask young people today who their favorite snowboarder is, and they'll shrug. They’re still getting lots of snowboard clips on their YouTube feed, they’re just not seeking out content for individual pros anymore.
Most podcast creators want to build an audience. They don’t want to have one episode “go viral;” they want fans who will stick with them and support their work.
The Algorithmic Attention Problem
There's another issue to consider: do you actually want the kind of attention algorithms bring?
Algorithmic attention is drive-by attention. It often results in nasty comments and attracts people you may not want in your ecosystem. It's very different from building an audience that trusts you over a long period of time.
I had this experience recently where I listened to an academic expert's podcast and was incredibly impressed with them. When I searched for more of their content, I found their YouTube channel filled with MrBeast-style thumbnails – cheesy, attention-grabbing clickbait. It immediately diminished my respect for this person. All the authority and poise they'd built up evaporated because they were playing the thumbnail game.
Finding Your Path Forward on YouTube
If you're considering YouTube as a platform for your podcast, here are some key things to keep in mind:
Do talking-head-style videos, not audiograms. Static images or waveform videos rarely perform well on YouTube. The platform's audience expects to see faces and real video content.
Be ready to invest in equipment. You'll need a quality camera, proper lighting, and potentially a better background setup. YouTube viewers now expect many shows to look and feel like a traditional TV show.
Prepare for more editing time. Video editing is more complex and time-consuming than audio editing. You'll need to master cuts, transitions, and potentially multiple camera angles.
Think like a YouTuber, not a podcaster. Success on YouTube requires understanding the platform's unique dynamics - from thumbnail design to video pacing to audience retention strategies.
Consider a hybrid approach. Some of our most successful podcasters use YouTube strategically – publishing their main episodes in audio form while creating YouTube-specific content (like highlights or behind-the-scenes footage) for discovery.
Track your results. Use Transistor's analytics alongside YouTube Studio to understand which approach drives more engaged listeners.
Learn more about how to do an audio and video podcast at the same time.
The Power of Pure Audio
While YouTube's reach is tempting, it's worth remembering what makes audio podcasting special:
Audio offers something unique in our overstimulated world. James Cridland notes that it's "the content you go for when your eyes are busy." In a world of constant visual bombardment, audio provides a welcome respite.
There might even be a counterculture response brewing. I see it with my kids (aged 15-22) who are actively quitting social media and pushing back against addictive content. People are growing tired of hot take culture and dopamine-chasing shows.
Perhaps we're entering an era where quality audio content becomes even more valuable precisely because it's not algorithmic. Podcasting's strength lies in its ability to foster deep, meaningful connections through intimate conversations and thoughtful narratives. While YouTube offers incredible reach, the authentic, unfiltered nature of pure audio podcasting continues to resonate with listeners who seek substance over spectacle and genuine human connection over viral moments.
The Bottom Line
While YouTube offers exciting possibilities for discovery, don't abandon what makes your podcast unique. At Transistor, we've seen countless shows grow substantial, engaged audiences through traditional podcasting channels. The key is to be intentional about your approach: if you decide to embrace YouTube, do it with a clear strategy and the understanding that it requires significant additional investment.
Whether you expand to YouTube or focus on pure audio, remember that building a meaningful connection with your audience matters more than chasing algorithmic success. Focus on creating value for your listeners, and growth will follow—regardless of the platform.