Indie Podcasters Split On Video As Discovery Grows.

The past year has seen video podcast episodes transition from an add-on to the main focus for some shows. As 2026 begins, that has some creators pondering whether they should begin making a video podcast as part of their new year goals. The Independent Podcast Report from Alitu finds one in three (32%) indie creators are considering it, while 31% are already publishing video episodes.

But Alitu’s Matthew McLean argues video isn’t a mandate, but a strategic choice tied tightly to show format and resources. In a blog post, McLean frames the debate as a balance between algorithmic discovery and the enduring economics of audio.

“The door is always open to you, even if you launch with audio-only,” McLean writes, underscoring flexibility for creators who may want to sequence their growth rather than stack complexity at launch.

On the upside, YouTube remains the gravitational force. McLean calls the platform “a content search behemoth” capable of delivering new fans through visual presence. For brands already committed to content marketing, video can feel less like an add-on and more like an expected extension, despite higher production costs.

The monetization math, however, splits by medium. McLean notes that video broadens revenue paths — from YouTube ad sharing to visual sponsorships and membership perks — but cites just-released conversion research from Oxford Road and Podscribe showing YouTube podcast ads deliver 18% to 25% less purchase lift than audio podcast downloads.

“It suggests a difference in strength,” McLean writes. “Audio remains the stronger medium for trust and direct response, while video performs better for discovery, awareness, and brand building.”

There is also the issue of cost. Roughly 30% of indie video creators said in the survey that they spend $100 or more per month producing episodes, compared to just 12% of audio-only publishers. Yet an interview chat show can cost far less than scripted documentary or immersive fiction, where cameras may amplify workload without matching upside.

Time investment shows similar nuance. Most indie audio and video creators spend 1-5 hours per episode, but audio-only shows are more likely to exceed 10 hours when scripting or sound design are core to the product. Video publishers, by contrast, often follow a faster “top, tail, publish” workflow, especially in two-head interview formats.

McLean also highlights a scheduling pattern. Indie video podcasts lean toward weekly releases, often driven by a desire to “feed algorithms,” while podcast apps sustain subscriber momentum even through long or irregular publishing gaps.

So what should a creator do? McLean’s guidance lands in two clear lanes. He thinks creators should keep the camera off if they’re working on a tight budget, can’t commit to predictable publishing, or produce narrative or sound-design-heavy shows where video won’t add enough value to justify the lift. But McLean also believes video may make sense for brands with existing content workflows, creators chasing new revenue routes, or conversational shows that are repeatable and scalable.