While the industry debates audio vs. video, YouTube vs. Spotify, and performance vs. brand budgets, the real opportunity is being missed. In this keynote, FlightStory Studio makes the case for rethinking what a podcast really is and why the shows winning today aren’t winning because of format, but because they’re built like IP: designed to scale, earn cultural relevance, and unlock brand investment at a global level. Because if you’re still asking what a podcast is, you’re already behind what podcasts are about to become.