I have always believed in the power of transformation, whether in leadership, career growth, or personal reinvention. It’s what I do as a leadership coach and as someone who has lived multiple professional lives, from running multimillion-dollar businesses across continents, founding and running a successful premium barber shop brand, to stepping into the world of executive coaching. But despite all my experience in helping others embrace change, I recently faced my own unexpected challenge: launching a podcast. It started as a simple idea, The Power Within, a show dedicated to exploring the stories of inspiring individuals who have overcome adversity, reinvented themselves, and created lasting impact. As an executive coach, I’ve worked with remarkable leaders, and I wanted to bring those conversations to a wider audience. But as I researched the best way to share these stories, I found myself grappling with an uncomfortable truth:
Podcasting is no longer just about audio: Like many, I had assumed that podcasting belonged to the realms of Spotify and Apple Podcasts. But the data told a different story. YouTube, the platform once synonymous with viral videos and vloggers, has quietly become the dominant force in podcasting. Today, 31% of weekly podcast listeners in the U.S. say YouTube is their go-to platform, compared to 27% for Spotify and just 15% for Apple Podcasts. For someone who prefers a well-crafted conversation over a flashy video, this shift presented a dilemma. I had spent my career in boardrooms and coaching sessions, not in front of a camera. I was comfortable onstage with a microphone, but video? That was a whole different game. I had, as the idiom goes, “a face for radio.” But here I am, launching The Power Within—not just as an audio podcast, but as a video experience. Here’s why I made the leap and why I believe YouTube is now the king of podcasting.
The YouTube Takeover: For years, podcasting was the domain of niche audio platforms. Apple Podcasts (formerly iTunes) was the first dominant player, setting the standard for RSS-based podcast distribution. Then came Spotify, pouring billions into exclusive deals and algorithm-driven discovery; but quietly, YouTube was changing the game. Unlike traditional audio platforms, YouTube provides a built-in audience of over 2.5 billion active users, many of whom are already conditioned to watch long-form content. Podcasts have evolved from something people listen to while commuting to something they watch on their phones, laptops, and even smart TVs. The shift from passive listening to active engagement has made video podcasts more valuable, both in terms of audience reach and monetisation.
For podcasters, YouTube offers:
• Discoverability: The platform’s recommendation algorithm helps new content get surfaced more easily than traditional podcast directories.
• Engagement: Viewers can comment, like, and share, fostering a more interactive community.
• Monetisation: Beyond traditional sponsorships, creators can earn from YouTube ads, memberships, and super chats during live recordings - this is one for the future for me!
Spotify and Apple might still hold strong positions, but neither offers the same level of visibility or audience interaction as YouTube.
Overcoming My Own Reticence: Knowing all this didn’t make my decision any easier. I was happy speaking into a microphone; no need to worry about lighting, framing, or how my facial expressions might look on camera. But then I asked myself the same question I often pose to clients: Are you resisting this because it’s genuinely the wrong move, or because it’s uncomfortable? The answer was obvious. I wasn’t avoiding video because it wouldn’t add value; I was avoiding it because I didn’t want to step outside my comfort zone. And that’s not how I live my life. So, I leaned into the discomfort. I worked with a specialist Podcast Studio Poddster in Singapore to look after the sets, cameras, sounds, editing etc and as I approach my 3rd guest interview, I'm feeling a little more comfortable looking into the lens. I even started appreciating how video adds depth to a conversation; how a guest’s body language, expressions, and energy bring an entirely new dimension to their words. The irony wasn’t lost on me. As someone who preaches the importance of visibility and personal branding, I had been hiding behind the safety of audio. It was time to practice what I preach.
The Future of Podcasting Is Hybrid: I’m still releasing The Power Within as an audio podcast, after all, audio isn’t dead. Many people still prefer to listen on their daily walks, workouts, or commutes. But YouTube has become my primary platform because it’s where the audience is growing fastest. What I’ve learned is that podcasting is no longer an either / or decision. The most successful podcasters today are embracing a hybrid approach; audio for traditional listeners, video for discoverability and engagement. Even major figures like Joe Rogan, who built his followings on audio, now see YouTube as essential to his reach. For new podcasters, the message is clear: if you want to grow, you can’t ignore video.
Embracing the Camera - and the Future: Starting The Power Within has been a learning curve, but also an incredibly rewarding experience. Every guest brings new insights, and having a visual format allows for a deeper, more personal connection with the audience. I’ve also come to see YouTube not just as a broadcasting platform, but as a storytelling tool; one that allows for authenticity, vulnerability, and impact in ways that audio alone cannot. If you’re considering launching a podcast yourself, my advice is simple: embrace video sooner rather than later and, if you're in Singapore or Dubai, I can wholly recommend the Poddster team. YouTube isn’t just a place for clips and tutorials anymore, it’s the new podcasting powerhouse. And if I can overcome my hesitation to get on camera, trust me, so can you! So, here’s to new beginnings, to stepping outside our comfort zones, and to sharing The Power Within, both in voice and in vision. You can watch (or listen to) Episode 1 of The Power Within on YouTube and your favourite podcast platforms from Saturday 8th March 2025 then fortnightly thereafter. Join me Keith Power, Podcast Host (I like the sound of that!) on this journey of transformation and inspiration.
Comments