The rapid rise of video podcasts has sparked plenty of conversation about the future of podcasting. With YouTube becoming a major destination for podcast discovery, Spotify continuing to invest in video, and Netflix entering the podcast space, it is clear that video is expanding how audiences find and engage with podcasts.
But the latest research from the Podcast Download report from Cumulus Media and Signal Hill Insights* reveals a more nuanced picture: while video is helping podcasts reach new audiences, audio remains the primary way most people consume podcasts.
Video Is Expanding Podcast Access – But Audio Still Leads Consumption
Video platforms have become an important part of the podcast ecosystem, making shows easier to discover and giving creators new ways to grow their audiences. However, increased access through video does not necessarily mean audiences are shifting from listening to watching.
The research found that:
- • 92% of podcast consumers listened to a podcast during the previous week.
- • Only 8% exclusively watched podcasts.
- • The share of consumers who only watch podcasts has remained unchanged over the past four years.
The takeaway is clear: video is expanding the podcast audience and creating new discovery opportunities, but listening remains the dominant podcast behavior – even as more podcasts become available on video platforms.
What This Means for Advertisers
For brands, this reinforces what has made podcast advertising such an effective marketing channel: the power of audio storytelling.
Podcasts fit naturally into moments when consumers are not actively watching a screen – during commutes, workouts, household chores, travel, and other daily routines. Even when listeners discover podcasts through video platforms, many continue to engage through audio.
Optimize for the Medium That Still Defines Podcasting
As video podcasts continue to grow, marketers should take advantage of new opportunities for reach and engagement. But they should also be careful not to shift their focus too heavily toward video components of podcast advertising.
The majority of podcast consumption still happens through listening, meaning the strongest podcast ads are the ones built for the audio experience: compelling storytelling, authentic host integrations, clear messaging, and creative that captures attention without relying on visuals.
The future of podcasting may include more video, but the foundation remains audio. Brands that understand how to connect with listeners through great audio storytelling will continue to benefit from one of the most engaged advertising environments available.
