The podcast isn’t the product anymore: AVC calls for a rethink of how the industry values creators
London, August 2026: Audio Video Creators (AVC) is calling for the podcast industry to look beyond downloads, chart positions and individual episodes as audiences increasingly follow creators across audio, video, social and live experiences.
In its latest industry analysis, “The Podcast Isn’t the Product Anymore. So Why Are We Still Selling It Like One?”, AVC argues that while audience behaviour has evolved, the commercial model surrounding podcasting has been slower to follow.
The shift is already visible. Audiences are discovering creators through YouTube, social clips, recommendations and search before moving between different formats and platforms.
For brands, this creates a bigger opportunity. Rather than viewing a podcast as isolated advertising inventory, AVC believes the value increasingly lies in the relationship a creator has built with their audience and how that relationship travels across their wider ecosystem.
New to the AVC network: Josh Smith’s Great Chat Show
This month, AVC also welcomed Josh Smith’s Great Chat Show to its creator network.
Great Chat has reached #1 on Spotify’s Society & Culture chart, charted across 85 countries and sits within the top 1% of podcasts globally. Its reach extends beyond audio, with more than 350,000 average monthly YouTube views and over 10 million views across its podcast social channels.
It is exactly the kind of multi platform creator business shaping the next chapter of podcasting.
See the announcement and hear a clip from Great Chat:
Creator Spotlight: The Guilty Feminist at Edinburgh Fringe
AVC is also celebrating The Guilty Feminist, part of the AVC creator network, as the show returns to Edinburgh Festival Fringe for four special live shows from 20 to 23 August.
The milestone is another example of how podcast communities can extend beyond the feed and into live experiences, bringing audiences and creators together in new ways.
See our Creator Spotlight:
From new creators joining the network to established shows reaching audiences on stage, AVC’s August activity reflects a wider shift taking place across the industry.
The podcast remains the foundation. The opportunity is the relationship built around it.
About Audio Video Creators
Audio Video Creators (AVC) is a podcast monetisation company representing creators and their shows across the UK.
AVC acts as the commercial engine behind its podcast partners, connecting creators with brands and developing partnerships designed to turn engaged audiences into sustainable revenue opportunities.
Through its growing roster, AVC helps brands identify and partner with trusted creator voices while helping podcasts unlock the commercial value of the audiences and communities they have built.
Media enquiries:
Keyari Page
Email: keyari@avcreators.co
Website: avcreators.co
