Video podcasts and new journalism: serial formats, distinctive voices and the direct-to-audience shift

Some of journalism’s most prominent voices are increasingly turning to video podcasts to build formats around their own perspective, personality and relationship with an audience. Whether independently produced or backed by broadcasters, platforms or production companies, these shows put the journalist – rather than the media brand – at the centre. That shift changes more than distribution. Seriality creates habits, hosts become brands, and audiences return for a particular voice as much as for a particular story. As video podcasts blur the lines between journalism, commentary and personality-led media, they are also changing who owns the relationship with the audience – and where the value of a journalistic brand ultimately sits.