Podcast video is no longer just an add-on to a podcast. It’s been a while now since it became the main event.
A few years ago, video was optional. Most podcast creators focused on audio, uploaded to Spotify, and maybe posted short clips on YouTube….IF they had extra time.
Today, a listener will first come across a podcast not through any audio app but through videos. Videos that are shared on YouTube, on social media feeds, even small excerpts from them are viewed and then viewed again by other people.
Long podcasts in video form are now being encouraged by YouTube. This is due to the introduction of new tools such as chapters and captions that allow people to view video clips easily. Which is meant for convenience. It allows people to either watch or listen to video clips while doing something else.
In this article, we’re sharing some of the main and more recent data from 3 angles:
- global growth of video podcasts
- what’s actually happening in the US market
- where podcast advertising is putting money right now
Global video podcast data
- The leading podcast publisher worldwide, based on unique streams and downloads, was iHeart Audience Network, followed by Acast. Which means that podcasting still remains an activity which involves big network platforms and not small independent players.
- 77% of podcast consumers alternate between audio and video. The current podcast video format is not a static phenomenon. The individual does not stick to any specific form. It depends on the circumstances. This is why contemporary successful videos must be visual as well as auditory.
- 10% of Gen Z users listen only to audio podcasts, and 7% watch only video podcasts. Very few follow audio-only or video-only. Most are hybrid consumers. The old argument of “audio versus video” is now dead. Now it has turned into an argument of “where do I consume this podcast?” This means that your podcast video strategy can never be one-dimensional. Your content must be appealing to view and listen to, or you will be restricting your potential market.
- Podcasts are especially popular in Spain and the United States, and the least popular in Japan, when viewed from the percentage of monthly users.
- Meanwhile, Brazil and Indonesia have the highest number of podcast users in the world. High market strength for the US and Spain suggests high reach, but leadership in terms of number of users by Brazil and Indonesia implies that scale really comes from there. Japan lagging behind indicates that culture and platforms matter a lot in content consumption.
- Looking at the share of podcast purchasers, Norway can be found at the top of the list, followed by India, while Japan ranks the lowest. This data also shows a clear gap between usage and willingness to pay, which depends on both economic and digital behavior differences.
- The majority of users listen or watch video podcasts while at home (thanks to YouTube added to the TV’s), while doing errands, or even while exercising/walking. As you can see, the context of consumption matters. People are not just sitting around watching “podcast videos.” They are doing other things, they are moving around, and they are living their lives.
Source: Coleman Insights, 2025
US video podcast data: What’s behind the numbers?
- Most popular video podcast genre in the U.S is news and current affairs. On average 34% of users reported watching health and wellness video podcasts. Educational content was favored by approximately one-third of respondents. As you can see, podcasts consumed by Americans continue to be driven primarily by informational needs rather than entertainment value. Podcasts are being used to stay updated on current affairs or better oneself, and thus this medium appears more akin to “lean-in learning.”
- In the U.S., 25% of podcast listeners prefer video formats, even though 30% of U.S. consumers reported their choice depended on the content they were consuming. As before, the realization here is that the gap is the insight itself. Once again, it becomes evident that users are NOT loyal to the format, but rather to the value itself. If the content is good and interesting enough to watch, then they will watch. Otherwise, they would simply listen to it.
- The favorite platform for podcast consumers in the U.S. is YouTube. While Spotify and Apple Podcasts were the more popular choices from 2019 to 2021, YouTube managed to take the lead in the years after. This change marks the beginning of a new era, which is that of YouTube overtaking other podcast platforms to become the top one. This means that the concept of podcasts being “audio-first products” on applications such as Spotify or Apple Podcasts has been slowly fading away.
- Female podcast listeners are more likely to listen to audio content, while male podcast listeners are more likely to watch video content. This does not necessarily mean that you divide strategy totally according to gender, but it might influence your approach to podcasting, as consumption style is still influenced by behavioral preferences (probably linked to multitasking habits and attention style differences).
- Video-supplemented podcasts are growing in popularity among consumers of all ages.
- Many US users claim to let the video content play in the background while they listen to the audio.
- Even on Spotify, 25% of users actively listen to podcasters, and 31% play video podcasts in the background (minimizing the video and just listening). In this case, the difference between the audio and the video becomes completely blurred. And we also notice that video may play a huge role in being noticed, yet audio retains its significance. Because even when video is available, a big part of consumption is still passive audio-first behavior.
- In the United States, YouTube played the largest role in U.S. consumers’ podcast discovery, followed by Shorts and Reels to watch later.
- Users claim that YouTube, compared to Spotify, is more enjoyable to watch podcasts, easier to use, and gives better podcast recommendations.
Source: Statista, 2026
Podcast advertising data: What actually drives money
- Direct-response ads, in which consumers are encouraged to visit a website or use a sponsor’s code, generate most of the podcast ad revenue in the U.S. It should come as no surprise then that advertisers seek for clicks, registrations, and code usage, making podcasts one of the very few media that have their performance measured very effectively.
- According to a survey of digital audio listeners in the United States, the majority of respondents said that ads in podcasts read by the host led them to make a purchase in the previous 12 months. Also, another data set says that host-read ads are preferred over other podcast ad formats for listeners or watchers, with words such as “natural”, “believable,” and “interesting” used to describe these ads. The reason obviously is trust, and it (the ad) not feeling like an interruption.
- The retail and media industries have invested the most in advertising on YouTube podcasts in the US. Brands are investing more money into podcast advertising, seeing it as an opportunity to reach an audience that is already engaged and, of course, willing to act. This is especially true on platforms like YouTube, where podcasts are watched in video form. It is for this reason that podcast ads are not only becoming part of the audio content but are increasingly associated with discovering content via social networks, rather than just listening.
- Podcast advertising is considered the most impactful platform for growing a podcast, followed by email marketing and podcast guesting by marketers. That means brands and creators see podcast ads not just as a source of monetization, but as a growth engine. A well-placed podcast video with the right sponsor integration can directly influence both revenue and reach.
- Users claim they discover new podcasts mainly from social media (57%), friends and family (54%) and a podcast app or a service (49%). It implies that sharing, clipping, or discussing content is important for its growth rather than merely searching or browsing content through the platform. It highlights that trust and recommendations from friends and family are equally important as algorithms. In other words, it seems like podcast discovery has a lot more to do with their distribution than anything else.
The result? The process creates an engaging cycle, where social media leads to discovery, the podcasts earn trust, and the host-read ads take the earned trust to make a sale. It is a full funnel.
Also, generally speaking, podcast advertising is effective because it occupies an exclusive spot somewhere between entertainment and intimacy. In other words, the consumer does not just receive information; rather, the advertiser engages the consumer in a one-on-one discussion.
Capping off
Globally, video podcasts are becoming increasingly popular due to their enhanced discoverability, which is mainly attributed to YouTube’s algorithm, featuring snippets, suggestions, and user behavior patterns that lead to more viewership.
In the US, people do not necessarily have to decide if they would prefer an audio podcast over a video one. Their choice changes with situations; sometimes they watch while others listen to the minimzed video podcast.
There’s also the case of monetization. Ads read by hosts, direct response marketing, and money spent in stores are evidence that trust and action can combine to achieve maximum monetization in podcasts. However, discovery remains highly dependent on sharing and personal experience.
In simple words – podcast video is more than just visual presence; it is selection, trust, and memorability across multiple platforms and methods of viewing.
At the same time, monetization is still uneven, with some regions and formats performing much better than others, and larger networks and media companies often having an advantage over independent creators.
But for those who create or market these podcasts, maintaining consistency becomes more important than being perfect at what you do. So if your main goal is to record good-quality podcasts but you’re having trouble converting them into professional videos, Vidpros can be used to make the process much easier for you.
Not sure? Watch the demo or see the pricing to start.
