Podcasts are no longer just something you listen to on your morning commute; it’s something families and students, or even you reading this, are now watching in the living room on a 32-inch TV or from the couch with a tablet in hand.
The numbers don’t lie
This isn’t just a media trend—it’s a shift in how people consume content. YouTube users streamed over 700 million hours of video podcasts on TVs in October 2025 alone, nearly double the previous year. And platforms like Netflix are now entering the space aggressively, with 50 to 75 original video podcast-style shows in development, including deals with The Breakfast Club and Bill Simmons.
What was once background audio is increasingly becoming something people actively watch and learn from—and higher education should take advantage of it.
What This Means For Higher Education
Colleges and universities have always struggled to reach people where they are. Traditional advertising is expensive and increasingly ignored. Social media algorithms are a hit or miss. But podcasts — especially video podcasts on bigger screens — represent something different: an audience that chooses to watch and listen, often for 30 to 60 minutes at a stretch.
That’s an extraordinary amount of time and attention, especially compared to a 30-second ad or a social post that disappears in a feed or grabs attention for just a few seconds.
Higher ed institutions can capitalize on this shift in several ways:
Faculty as thought leaders. An academic expert with genuine expertise holds real value in the podcast space. A well-produced video podcast that breaks down complex ideas into simpler ones through engaging visuals or animations not only builds institutional credibility over time but also captures attention and makes complex ideas feel intuitive and enjoyable.
Admissions and enrollment storytelling. Prospective students and their parents are already engaging with long-form content on their TVs. A podcast series featuring a point-of-view look through current students, or an inside view of campus life, can build a stronger emotional connection than any brochure ever could.
Research communication. Many groundbreaking studies never reach audiences beyond academia. Video podcasts can reframe research as compelling, real-world storytelling—making complex findings accessible, relatable, and easy to share.
The Opportunity for Podcasters
The podcast-to-TV pipeline is still forming. Netflix, YouTube, and Amazon are competing for content, which means the landscape hasn’t yet calcified around a small set of dominant players the way broadcast television did. There’s genuine room for institutions that move thoughtfully and quickly.
That doesn’t mean every college needs a studio and a Netflix deal. It means:
✓ Taking video seriously when producing podcast content — ensuring good lighting, clear visuals, and a format that works on a large screen.
✓ Distributing on YouTube with discoverability in mind.
✓ Thinking about podcasts as a sustained marketing strategy, not a one-off experiment.
The audience is on the couch. The screen is on. The question is whether you will be part of what they’re watching.
If you’re thinking about starting or upgrading a video podcast for your institution, this might be the moment to explore it.
