The buzz around video podcasting isn’t just hype. It’s reality. What’s more fascinating is how fast the audience has evolved while much of the industry is still playing catch-up. Here are a few data points worth zooming in on.

At our recent webinar, The State of Video Podcasting 2025, Jay Nachlis from Coleman Insights and I uncovered some head-turning shifts.

Watch the webinar and download the deck.

Here are some key takeaways and why they matter:

Podcast = Audio and Video

Remember when saying ‘YouTube’ at a podcast conference used to get you side-eyes from the purists? That’s over.

In just 18 months, the percentage of consumers who define a podcast as either audio or video has hit 85%. That’s right, the audience has rewritten the definition. They don’t care how it’s delivered. Just give them great content, and they’ll choose the format.

The definition of a podcast is interchangeable.

85% of those surveyed say a podcast can be audio or video.
77% say they toggle between both.

This isn’t just Gen Z behavior. Sure, younger audiences are driving the change, but they’re not alone. The desire to see a podcast is rapidly becoming mainstream.

Smartphones Still Reign, But Look at This…

It’s true that most podcast video viewing happens on smartphones. 79% of YouTubers say that’s where they watch.

Here’s the twist: 46% of podcast viewers now say they watch on a smart TV, often in their living rooms on large 55-inch screens. That’s a lean-back experience, not just lean-in. Think about what this means for production value, framing, and show presentation. The couch is calling.

In December, YouTube announced that 400 million hours of podcasts were consumed on smart TVs.

Our study confirms Smart TV consumption, with 46% saying they use larger screens to consume podcasts.

Discovery is Broken, but Social is Fixing It

Here’s a breakthrough: for the first time, we see social media as the #1 way people find podcasts.

Social media edges friends and family.

In every survey we have seen, the number one avenue for podcast discovery has been friends and family, but social media, specifically video- based social media is changing the calculus. Interestingly, TikTok ranks #4 in our study.

This is a game-changer for podcast marketing. Podcast apps and host shout-outs are still in the mix, but a well-timed, platform-native video clip moves the needle more these days. Smart creators are mastering the algorithm game.

Spotify: Still an Audio Giant, But Eyes on the Video Prize

Spotify’s video podcast offering is getting the full muscle of their organization, but for now, it’s still largely seen as an audio-first platform. That said, Spotify is clearly pushing hard into video.

Most people are listening to podcasts on Spotify.

75% of Spotify users are aware they can watch video podcasts on Spotify, but today most are listening.

It’s early innings, but Spotify is clearly investing in making video a core part of its podcast strategy. Watch this space.

Creators are Ambitious but Stretched

Creators get it — 93% say they moved into video podcasting to grow their audience. But they’re also feeling the pain.

The top creator challenges? Editing, tech, and just carving out the time. In other words, it’s a content strategy challenge as much as a gear one.

Creators see the importance and value of video, however, there are plenty of challenges.

The takeaway: video is doable but not plug-and-play. It needs planning, discipline, and, yes, a little budget.

Ready to Dive Deeper?

Video podcasting is no longer a “maybe.” It’s happening across devices, platforms, and generations. The audience is leading, and the industry is catching up to this shockingly fast change.

For a detailed look at the data, watch the webinar and download the deck here. I am happy to talk more about this important topic, too. Please reach out to me anytime on LinkedIn or here.

Jay Nachlis and I will be hopping across the pond in May to present the full study at The Podcast Show London. Hope to see you there.