“Podcasting Is Dead. Long Live The Show”?
I recently stumbled on this LinkedIn article by ex-Spotify VP and Parcast Founder, Max Cutler.
It’s definitely worth a read, but if you’re needing a TL;DR, his argument essentially boils down to this: He believes a much broader definition of what podcasting is nowadays is essential to save the medium from market death.
He says:
“The lines between podcasts, talk shows, and TV are gone. What matters now is attention. And attention doesn’t care if it’s playing on #Spotify, #Apple, #YouTube or #TikTok.”
In line with this theory, Cutler’s team no longer talk about “podcasts” at his company, PAVE Studios, but “shows”. He even signed off the article with “Podcasting is dead. Long live the show”.
This will certainly rile up a few in the podcasting community (and I’ve no doubt that’s all part of the plan!). But there’s no denying that this is an important and timely debate to be having right now.
After running a quick experiment, we learned that indie podcasters certainly have a thing or two to say on the matter, too.
We ran a poll to find out what podcasters who subscribe to our weekly newsletter think about whether the term “podcasts” is becoming outdated. It was the most popular poll we’ve run to date. Here’s what the jury’s verdict looked like:
While the majority of indies (83%) clearly think the term “podcast” is still crucial to the industry, a considerable 17% think it has now become obsolete.
The comments around this debate came in thick and fast, too. There were a lot of interesting takes on the subject; here’s some of the highlights.
What Independent Podcasters Think
First, let’s take a look at what podcasters had to say about replacing the term “podcasts” with “shows.”
Yes, the term “podcasting” is dead
Podcasts have become so much more… there are news shows, now there are talk shows, there are so many segments of this. It’s a broadcasting, not a podcasting.
– Anonymous Podcaster
Podcast leaves many to believe it’s audio only, but video is valid and essential for growth.
– Cara at Kerouacs Cruising podcast
I make content now and call everything an “episode” as it’s audio, video, blog, newsletter, short video, infographics, carousels, etc.
– Darren Lake at 1% Better Runner
I think of them as “shows” and I think that distinction should be made based upon the level of quality of output.
– Host of the OYSTER-ology Podcast
And here’s what those podcasters on the other side of the fence had to say…
No, “Podcasting” Isn’t Dead
“Podcast” is immediately recognizable and is part of the growth of the industry.
– Anonymous Podcaster
“Show” is too broad. “Podcast” lets you know exactly what it is!
– Charles Tyson, Jr., co-host of Full Circle
Quite frankly, I’m tired of the video or audio component that I will say that I am a purist and I will strongly argue that audio connects more viscerally than any video. Still, it’s important to recognize that many Podcast fans expect video and that’s OK. But let’s keep the term “Podcast”. It’s a powerful term and it should be celebrated more often.
– Anonymous Podcaster
I think you have to differentiate now between a true podcast and a videocast but audio podcasts have not went away.
– Anonymous Podcaster
More and more people are discovering the power of podcasts to grow their knowledge and understanding so I don’t think changing the name ‘podcast’ to something else has any value apart from confusing the issue.
– Anonymous Podcaster
It’s become too big a tent; from one man shows recorded with a phone on the back deck discussing the lawn care challenges of suburbia, to video productions involving teams of actors, directors, and technicians costing tens of thousands of dollars.
– Anonymous Podcaster
What’s Our Take?
Max Cutler clearly excels at what he does, and there’s no questioning his pedigree or background in the industry. Even if you disagree with him, he has a real talent for sparking thoughtful conversation and healthy debate, like this one.
So are we ready to swap out the name “podcast” for “show”? Probably not. And that isn’t purely due to our domain name 😂
Here’s the thing… “show” is a vague term that gives little away. Are we talking Yellowstone, Disney on Ice, or two guys chatting on Zoom?
Sure, it might work for creators building multimedia brands across platforms, but that doesn’t mean all podcasters need to follow suit.
The major platforms haven’t dropped the word. Apple, Spotify, and YouTube still call them ‘podcasts’. CNN even just announced it’s rebranding from ‘CNN Audio’ to ‘CNN Podcasts’ because “the fact is, these are podcasts. It’s what the industry and the general public, more importantly, calls them.” The term is only becoming more relevant every year: 85% of U.S. adults now know what a podcast is, up 10% in the last five years.
There are over 400,000 active podcasts today, and the vast majority of those creators are podcast-first and audio-centric.
Yes, there’s a “Yeti in the basement” stereotype, but to criticise someone for being “just a podcaster” reveals a narrow view of success. For many, podcasting is about depth over scale.
It’s not about building a media empire; it’s about making a real impact in a niche they care about. And many earn sustainable incomes doing exactly that, especially those who follow a “company of one” model over the high-growth, high-overhead route of traditional media companies.
Calling everything “a show” flattens the landscape. It assumes every creator wants to build a cross-platform brand, when many just want to have meaningful conversations, serve their audience, and maintain control of their time.
“Show” might work for some. But for most podcasters, there’s no upside in replacing a clear, purpose-built, and widely understood word like “podcast” with something this generic!
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