Episode 328 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

The Dark Side of Video Podcasting (And Why the Top Shows Still Prioritize Audio)

You've been told video is the future. You've been told that if you're not on YouTube, you’re already behind. But here’s what no one’s saying out loud: Video podcasting is burning creators out.

And the people shouting the loudest? They’re the ones profiting from your overwhelm.

In this episode, I sat down with Alban Brooke, Head of Marketing at Buzzsprout, to pull back the curtain on the pressure to "do it all"—and how video became the shiny object that’s quietly wrecking creative momentum for podcasters everywhere.

The Real Reason Video Took Over Podcasting

It started with YouTubers-turned-podcasters. Then Joe Rogan signed that monster deal. And suddenly, every “expert” was screaming that video was the key to podcast growth.

But here’s the part they left out: That narrative? It was fueled by platforms and companies who make money when you believe it. 

YouTube. Spotify. Riverside. Zencastr. StreamYard. All pushing the same agenda: if you want to be successful, you better be on video.

Alban doesn’t hold back as he breaks down how the hype got manufactured—and who it really serves. Oh, and he came with receipts.

Why 84% of the Top 50 Podcasts Don’t Upload Video to Spotify

A recent industry report revealed that 84% of the top 50 podcasts in the world don’t upload video to Spotify.

These are the biggest shows with the best teams, budgets, and resources—and they’re still choosing audio-first.

So why are solo creators and small teams being told that video is a must? Let that sink in—and then ask yourself: If they’re not doing it, why are you? Who benefits from you believing you have to? 

The people with the most to gain from video aren’t even using it. And if the biggest shows in the world aren’t prioritizing video, what makes you think it’s the missing piece for you?

What if chasing video is actually keeping your podcast from becoming the show people share, rave about, and remember?

They rave about how it made them feel.

What it helped them see.

What it gave them words for.

That kind of impact doesn’t come from a better camera angle—it comes from better positioning. Sharper messaging. Stronger hooks. A clear, compelling point of view.

That’s what the top shows have in common. Not video.

Growth isn’t about being everywhere. It’s about being remembered. And that only happens when you focus on creating something worth coming back to.

The Silent Burnout Epidemic Among Podcasters Trying to “Do It All”

This isn’t to beat up on YouTube or Spotify, though. They have their place. This is about the hidden cost of trying to do everything.

Most podcasters are already balancing full-time jobs, family, and other commitments. Add in scripting, recording, editing, guest outreach, plus now... lighting, camera angles, video formatting, social clips, TikToks, reels, shorts, b-roll, editing, production…

No wonder so many creators quit before they even find their rhythm. “Almost all of those dreams were killed because of burnout,” Alban shared. Because trying to follow a YouTuber’s playbook when you’re running a coaching business is like trying to train for a marathon using a bodybuilder’s meal plan. 

What “everyone” is doing isn’t your business model. You’re not a YouTuber trying to land brand deals. You’re a business owner or professional using a podcast to drive sales and aligned sponsorships, not just views. 

So if you’ve ever felt like you’re failing because you can’t keep up with everything, here’s the truth: you’re not failing. You’re doing too much. And the people telling you to do more aren’t the ones carrying the weight.

And the worst part? 

Most creators don’t realize burnout is what’s happening until it’s too late. 

Or they just think they’re not cut out for it.

Or they blame themselves instead of the system.

The Video Wake-Up Call Buzzsprout Didn’t See Coming

Even Buzzsprout fell for it. Buzzsprout—the platform literally built for podcasters—got pulled into the video trap. And what happened next should be a wake-up call for every creator chasing growth on someone else’s terms.

They started small. Five-minute tips. Basic filming. Then one upgrade led to another... until they had a full video team, 4K cameras, and a ballooning production budget.

And then? “We were getting better and better at production… but not better at teaching podcasting,” Alban said. “None of it was exciting anymore. I just resented all of it.”

So they hit pause. Downsized their studio. Walked away from YouTube for two years. And reassessed what actually mattered.

The lesson? Even the best teams can lose sight of what matters when they chase someone else’s version of success. And when the joy disappears, content (and morale) suffers.

The Emotional Toll of Podcasting Like a YouTuber

Here’s what no one tells you: putting yourself on camera every week can quietly wreck your confidence.

You start obsessing over things that never used to matter—how your hair looks, if your smile seems fake, whether your hands move too much when you talk.

Suddenly, you’re no longer a podcast host: you’re the director, lighting tech, on-camera talent, and editor—and your inner critic has front-row seats.

What used to be a creative outlet becomes a performance you dread. And the gear you were so excited to invest in? It starts collecting dust—and resentment.

The Real Question Every Podcaster Should Ask Before Adding Video

Let’s be clear: this isn’t anti-video. It’s anti-pressure.

Video might make sense for you—if your goal is mass visibility, audience entertainment, or long-form storytelling in a visual format. In that case, go all in.

But if your goal is to grow a business? To build trust and turn your podcast into a revenue engine while positioning you as the go-to authority in your niche? 

Then your strategy needs to reflect that.

Before you film a single frame, ask yourself:
What kind of value am I trying to create—and for who?

Because if the answer is “I want to attract clients, land partnerships, or create revenue opportunities through my podcast,” then your focus should be on content that builds credibility, communicates your expertise, and drives action—not just content that looks good on camera.

The Bottom Line

You don’t need a $4,000 camera.
You don’t need a 28-step video workflow.
You don’t need to be everywhere, all the time.

What you do need is clarity: on what matters, what works, and what’s actually driving results. 

The pressure to do it all? You can drop it.
The belief that more content equals more growth? Let it go.

Because sustainable growth doesn’t come from trying to keep up. It comes from building a show that’s rooted in the right strategy and aligned with your capacity.

That’s what turns listeners into clients, partners, and advocates—and makes your podcast the one they come back to again and again.

So if you’ve been wondering why podcasting feels harder than it should—and you’re ready to build a show you don’t secretly resent—hit play on Episode 328.

And if you want to create a bingeworthy top show listeners can’t ignore—so you can dominate the competition, grow your audience, and turn that growth into real revenue—hit “Follow” for Insider Secrets to a Top 100 Podcast.

Already running a coaching, consulting, or creator business and want a proven strategy to grow it with a top-ranked podcast? Book a free strategy call to find out if you’re a fit for PodLaunch®.

Up Next:

In the next episode, we’re kicking off a brand-new segment called Fix My Pod—and in this first on-air coaching session, you’ll hear how we reworked a podcaster’s messaging in real time to get their audience leaning in instead of tuning out—and the tweaks we made for him? Might be the exact ones you need, too. Listen here.