Episode 297 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

There’s no denying that podcasting is evolving faster than you can say, "I need a new mic." In this episode, James Cridland, editor-in-chief of Podnews, joins me to unpack the biggest shifts in podcasting this year — and share how podcasters can stay ahead of the curve. From why IAB downloads might soon lose their gold standard status to YouTube’s growing role in podcast discovery, we covered it all. Plus, we got real about AI’s role in content creation and the never-ending debate over what actually defines a podcast. Spoiler: It’s getting blurry.

Ready to future-proof your podcast? Let’s dive in.

Why IAB Downloads Might Soon Lose Their Gold Standard Status

First up, the mighty IAB download. For those unfamiliar, IAB (Interactive Advertising Bureau) downloads have long been the industry standard for tracking how many times an episode is downloaded or streamed, often used by advertisers to gauge reach and determine ad rates. James points out that this could be changing. “Downloads are still very important," he says, but they might not be the metric of the future. 

Platforms like Spotify are already changing the game by focusing on listen time: how long people are actually engaging with your content, not just how many people hit ‘download’ — because as the industry has evolved, what defines a “download” has gotten murkier. For example, many smartphones automatically download podcasts when you hit ‘follow’, but that doesn’t necessarily mean the episode was ever listened to. It could just be sitting there taking up space on a phone without ever actually being played. 

So while this is still a bit of a shift for the industry, it points to a bigger podcasting trend: engagement metrics (like listener reach and retention, for example) will soon matter more than a ‘download’ because these metrics offer a more accurate sense of how your audience is truly interacting with your content.

The Role (and Limits) of YouTube in Podcast Discovery

YouTube is now the number one place people consume podcasts — according to YouTube. But how true is that really, and what does it mean for your podcast? 

James Cridland isn’t so sure it’s as simple as YouTube claims. “YouTube is best thought of as a ‘gateway’ to get people listening on their preferred podcast platforms — Apple, Spotify, wherever,” he explains. And while YouTube’s influence is growing, it’s not the magic bullet some might think. “A podcast on YouTube is a video where you can see the microphone... but if you can’t see the mic, it’s just a YouTube show,” James adds. So, as the lines are starting to blur, and advertisers and podcasters are left asking: What actually makes a podcast a podcast?

Think about it: Are you still a podcaster if you connect your RSS feed to YouTube? If you add video to the episodes that sync to YouTube from your RSS feed, does that make you a YouTuber? What about if you upload videos directly to a separate YouTube channel but call mark it a "podcast"? At what point do you cross into YouTube territory and stop being a podcaster? The more creators and platforms like YouTube and Spotify blur the lines between podcasting and video content, the more confusing this question gets.

James makes a valid point: YouTube might be a discovery tool, but it’s not necessarily a long-term destination for podcast listening. “It’s a way to get your show in front of new ears,” he says. But don’t rush to set up that YouTube channel just yet. There’s no need to jump on every platform that’s trending.

If you want to grow your podcast, your main focus should still be creating content that’s built for an audio-first environment. So, while YouTube is great for getting discovered, don’t let the pressure of jumping on every new trend distract you from the content that’s still working—audio podcasting. It's not going anywhere.

What Really Makes a Podcast a Podcast?

So now we’re left with a bigger, more philosophical question: What is a podcast, really? James puts it simply: “A podcast is whatever the audience thinks it is.” And in today’s shifting landscape, that’s more true than ever.

Platforms like YouTube and Spotify are pushing the boundaries of what a podcast can be, but the better question you need to be asking is: how do you make sure your podcast remains clear, distinct, and relevant? Because as the industry evolves, you’ve got to be crystal clear on what your podcast is and why it matters to your audience. Whatever it is, your job is to communicate that value in a way that stands out — whether or not there’s a microphone in the frame.

Because, in the end, a podcast isn’t defined by the tools or platforms you use to distribute it. It’s defined by what you bring to the table, and how you connect with your listeners. The boundaries are blurring, but that doesn’t mean you should lose sight of what makes your show your show.

Podcasting AI Tools: Time-Savers or Creativity Killers?

Artificial Intelligence (AI) has entered the, er, chat (gpt). AI is everywhere in podcasting now, from editing tools to content generation. But is it actually helping you stand out? James thinks AI has a place, but warns against relying on it for anything beyond basic tasks.

“AI is really good at making beige content,” James says. “It’s fine. But it’s not creative.” Instead, James uses AI for things like summarizing content he’s personally written for the Podnews newsletter, because when it comes to thought leadership, you are the secret sauce.

“AI will never make something creatively exciting,” James adds. So, while AI can handle repetitive tasks (like editing or summarizing), it can’t replace the human touch that makes your podcast unique. You’re the one who knows your audience’s pain points and how to solve them — AI can’t do that. Yet.

Adapt or Get Left Behind: How to Capitalize on the Latest Podcasting Trends

The podcasting world is changing fast. How can you adapt? According to James, if you’re starting a new podcast, your first task is to work on your workflow. “If you start a podcast and within two months you go, ‘This is too much work,’ and quit, that’s not going to help anyone,” he says. Streamline your podcasting workflow as quickly as possible so you can focus on the content that matters.

If you’ve been podcasting for a while, don’t get distracted by every new tool or podcasting trend. Some of these have their place, while others will only dilute what you’re already doing well. If you can’t keep up with the latest podcasting trends, stay focused on what truly matters: creating content that connects and converts. And if you can do that, you’ll not just keep up with the trends — you’ll lead them.

If you want more of James' insights on the latest podcasting trends, be sure to check out the Podnews daily newsletter.

And if you’re an established coach, consultant, or creator who’s ready for a proven strategy to launch and scale a podcast that grows your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.

Or if you’re just here for the content and want more free advice on starting a podcast, growing a podcast, and turning your listeners into clients, make sure you hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Up Next:

If you’ve been putting off launching your podcast because you're not sure it’ll actually move the needle for your business, the next episode is for you. Every day you wait is another opportunity for someone else to launch the podcast your audience is searching for, so from building authority right from the start to turning your show into a powerful audience-building tool, you’ll walk away knowing exactly how to crush those “Is podcasting really worth it?” fears. So if you're ready to stop overthinking it and finally hit publish on your podcast, don’t miss the next episode!