The Shifting Sands of Daytime TV: Are Video Podcasts the Novel Talk Shows?
The recent cancellations of The Kelly Clarkson Show and Sherri have sent ripples through the television industry, sparking a debate about the future of daytime talk. A growing concern is that video podcasts are poised to disrupt traditional TV, attracting both audiences and high-profile guests.
The Rise of the Digital Talk Show
Podcasts have been steadily gaining ground in the media landscape. Michelle Obama recently appeared on Call Her Daddy and Leonardo DiCaprio chose New Heights for an interview, demonstrating the appeal of these platforms to major celebrities. These shows boast broad reach on platforms like YouTube and, increasingly, Netflix, offering a compelling alternative to traditional television.
Declining Cable Viewership & Podcast Growth
Data paints a clear picture of the shift. Cable viewership declined 39 percent between the spring of 2021 and 2025, now accounting for just over 24 percent of total viewership, according to Nielsen. Simultaneously, time spent listening to podcasts has surged 355 percent since 2015, reaching 773 million hours per week (Edison Research).
A Cost-Effective Alternative
TV executives recognize that video podcasts offer a familiar product – conversation and entertainment – at a fraction of the cost. One late-night veteran lamented that podcasts are becoming “equals” to traditional shows. This affordability is a key driver of their appeal, particularly as networks grapple with evolving viewership habits.
The Booking Battle: Talk Shows vs. Podcasts
The competition for celebrity guests is intensifying. Talk show producers are now competing directly with podcasts for bookings, as publicists weigh the potential audience reach of each platform. Shows like The Tonight Show are differentiating themselves through unique segments and the star power of their hosts, like Jimmy Fallon, to attract guests and viewers.
Longform Conversations: A Podcast Advantage
Bill Simmons, head of talk strategy at Spotify, notes that podcasts have been attracting viewers from talk shows for the past seven or eight years. He attributes this, in part, to the format’s emphasis on longform conversations. Simmons recalls celebrities expressing a preference for the more relaxed and in-depth format of podcasts over the limited time slots on late-night shows.
Podcasts as a Promotional Tool
Podcasts have turn into an essential stop on promotional tours for film and television stars. Matt Damon and Ben Affleck recently appeared on The Joe Rogan Experience and The Big Picture to promote their Netflix film, The Rip. Even political figures, like Donald Trump and Kamala Harris, have utilized podcasts for outreach during election cycles, appearing on The Joe Rogan Experience and Call Her Daddy respectively.
YouTube and Netflix: The New TV Landscape
YouTube is now the largest streaming platform on TV sets, with over 700 million hours of podcasts viewed each month. YouTube CEO Neal Mohan acknowledges this shift, stating that “the ‘new’ television doesn’t glance like the ‘old’ television,” and includes interactive content like Shorts, podcasts, and livestreams.
Netflix is also entering the podcast arena, licensing shows from Spotify, iHeartMedia, and Barstool Sports to compete with YouTube and capitalize on the medium’s popularity. Netflix executives are focusing on “view hours” and member engagement, suggesting a strategic shift towards incorporating diverse content, including video podcasts, to fill different dayparts.
The Impact on Hollywood Unions
The rise of digital platforms poses a challenge to Hollywood unions. Talk shows like The Jennifer Hudson Show rely on unionized writers, crewmembers, and stage managers. Although, many lo-fi digital productions operate outside of traditional union contracts, potentially threatening these jobs.
The WGA East has made inroads in podcasting, unionizing scribes at companies like The Ringer and Spotify Studios. IATSE is also actively organizing, recently launching a campaign with the WGA West at YouTube content studio Theorist Media. WGA West leaders have emphasized the need to organize around YouTube and podcasts, recognizing them as “the future of television.”
FAQ
Q: Are talk shows going away?
A: It’s unlikely talk shows will disappear entirely, but they are facing increased competition from video podcasts and evolving viewership habits.
Q: What is driving the growth of video podcasts?
A: Factors include the appeal of longform conversations, lower production costs, and the ability to reach a broad audience on platforms like YouTube and Netflix.
Q: How are unions responding to the shift?
A: Unions like the WGA East and IATSE are actively organizing within the podcasting industry to protect jobs and ensure fair labor standards.
Q: Will Netflix and YouTube become the new homes for talk show-style content?
A: They are certainly positioning themselves to be major players in the space, offering a platform for both established and emerging talent.
Did you know? The cancellation of Sherri came just hours after Kelly Clarkson announced the end of The Kelly Clarkson Show, highlighting the rapid changes in the daytime TV landscape.
What are your thoughts on the future of talk shows? Share your opinions in the comments below!
