The Golden Globes Just Changed Podcasting. Here’s What That Means for Your Business.
In Episode 2 of The Video Lab Show, Erica and I dug into something that most business owners probably missed — but shouldn’t have.
For the first time ever, the Golden Globes added a podcast category.
That might sound like a small entertainment update. It’s not.
It’s a signal.
Podcasting is no longer just a niche content play or something “internet creators” do. It’s now officially recognized alongside film and television as one of the most established awards shows in media. Add to that the fact that Netflix is investing millions into podcast content, and you start to see a bigger shift happening.
Podcasting isn’t slowing down. It’s expanding.
What’s Driving the Growth?
During our conversation, Erica pointed out something interesting: podcasts sit right in the sweet spot of education and entertainment — what many people now call “edutainment.” The shows gaining traction aren’t just informational. They’re human. They include humor. They feel conversational.
In a noisy and often tense media landscape, people are gravitating toward long-form conversations where they can think, learn, or just feel like they’re in the room.
We also talked about how YouTube has quietly become the largest podcast platform, with more long-form content being consumed on TVs than mobile devices. Think about that. People are literally sitting down and watching podcasts the way previous generations watched talk shows.
This isn’t background noise anymore. It’s appointment viewing.
What This Means for Your Business
Here’s where it gets practical.
If you’re an in-house marketing team, agency, or business owner, a company podcast is no longer a “nice to have.” It’s a strategic asset.
And not just because of the podcast itself.
One long-form episode can become:
Short-form clips for social media
Audio-only distribution
Blog posts from the transcript
Dozens of written social posts
Carousels and quote graphics
Website content
Internal training material
It compounds.
One of my favorite points from the episode was this: your audience doesn’t need to watch all 45 minutes.
They just need one or two strong nuggets.
One insight that shifts their thinking.
One clarification that builds trust.
One explanation that removes fear.
That’s enough.
We also discussed a stat that most podcasts don’t make it past episode 10. Which means consistency alone becomes a competitive advantage. If you make it to episode 20 or 30, you’re already operating in rare territory.
The Bigger Opportunity
Podcasting isn’t just external marketing.
It can shape culture. It can create internal alignment. It can position your leadership team as experts. It can build trust before a sales conversation ever happens.
Before someone walks into your office or takes a Zoom call, they can already know, like, and trust you.
And that changes conversion conversations entirely.
The takeaway? If you’ve been considering a company podcast, the timing has never been more interesting. The platforms are investing. The audience is there. And the brands that move now will build authority while others hesitate.
The only real question left is this:
Will your business be part of the shift?
