How should the industry define a podcast? Well, the consumers see it clearly.

At Podcast Movement Evolutions last week, Jay Nachlis from Coleman Insights and I presented a new research study from Amplifi Media and Coleman Insights called “The State of Video Podcasting 2025” that signals a major inflection point for the podcasting industry.

It can be hard to see clearly from inside the bottle. While the industry continues to wrestle with how to define a podcast, it's more important—and more revealing—to view things through the consumer's lens. That’s where our data becomes especially valuable. One key takeaway from the report: consumers aren’t confused about what a podcast is.

According to our national study, 85% of podcast consumers say a podcast can be audio or video. That’s not an ambiguity; it’s clarity. The public has spoken, and they’re completely comfortable toggling between formats. Let’s break this down a little more.

The Hybrid Habit

Our study found that, depending on the situation, 77% of podcast listeners alternate between video and audio. They shift fluidly based on what they’re doing and where they are, for example, watching on a screen or listening in their car.

Podcasting today isn’t binary. It’s a continuum.

Almost half lean toward audio

Despite the attention around video, audio remains a cornerstone of the podcast experience. When we add up “audio-only” consumers with “mostly audio,” 47% of all respondents lean toward audio.

This data is a powerful reminder that audio isn’t going anywhere. It’s still the entry point for many and the preferred mode for multitasking and mobility. Jay dives deeper in his blog post: “Why The Rise Of Video Podcasting Is Not Killing Audio.”

If you missed our keynote or want to learn more, register here for a live webinar on the findings happening Thursday, April 17th, at 2pm ET.

Video Is Essential for Many (But Not All)

At the same time, video is a significant and growing force, especially with younger audiences. 37% of Gen Z podcast consumers say they are mostly or entirely video-based. Importantly, YouTube dominates discovery, particularly for casual listeners and first-timers.

Video has become an essential part of the podcast landscape. But it’s not one-size-fits-all. For some, it is simply not the right fit. For many “chat shows,” video can be an effective baseline and for some, it may be all that’s needed. As iHeart President Will Pearson said at our View From The Top panel, “some of our most successful shows are just well-lit conversations.” Love that. For others, especially podcasts competing in more dynamic or entertainment-heavy spaces, it’s just a starting point. As with audio, every video strategy needs to be bespoke, serving the needs of the content and audience.

The Device Story That’s a Head Snapper

The very definition of podcast consumption behavior is evolving—fast.

In December, YouTube revealed a jaw-dropping stat: 400 million hours of podcasts were consumed on smart TVs in just one month. My NYU students confirm it—they often have the TV on and tuned to YouTube.

Curious to dig deeper, our study found that 46% of podcast consumers say they listen to or watch podcasts on smart TVs.

Podcasts have officially become part of the home viewing experience, showing up on 55-inch screens in living rooms, bedrooms, and even kitchens. And it’s not just video—audio podcasts are being enjoyed in a lean-back way, right on the TV.

Your content is no longer confined to earbuds or car dashboards. It’s now part of the big-screen landscape.

We Live in a Complicated Platform World.

Years ago, I was at the ESPN headquarters in Bristol, Connecticut. Etched across one of the main buildings was their mission statement:
"To serve sports fans. Anytime. Anywhere."

That goal may not be right for every podcaster. Not all content will work equally well in every form or on every platform.

But the thinking is correct.

We live in a multiple-platform world, and podcasters, like every other media brand, must align their strategy with how and where their audience consumes content.

It’s Time for a Strategy Reset.

The moment calls for a mindset shift that requires diagnostics and realignment. Every podcaster should be asking these questions:

● What’s our format strategy? Is it audio, video, or both?

● Are we optimized for the platforms that our audience prefers?

● Are we considering not just content creation but also the context of how it will be consumed, including devices like smart TVs?

The podcast industry is wrestling with the definition of a podcast, and that’s appropriate and understandable as the economics are evolving. But come up 10,000 feet and think about this …..other industries have already gone through evolution:

● Television and movies became streamable, on-demand, and social-savvy.

● Newspapers became mobile-first and newsletter-driven.

● Music adapted from purchase to streaming.

While podcasting is now at a similar crossroads, the consumer is not tangled up in the definition of a podcast. They’re already living in a format-fluid, device-diverse, multi-platform reality.

Our study offers clarity regarding how to deliver content and how people want to consume it.

A lot has changed in the 18 months since we did the original survey which rocked the business.

What is clear is that it’s no longer one thing (audio) versus the other (video).

We have 7 significant take aways to share on our upcoming webinar including where Spotify is in this change, how creators are handling it and the increasingly important role of social media.

Coleman Insight’s Jay Nachlis and I will share findings from “The State of Video Podcasting 2025” on a live webinar on Thursday, April 17th, at 2pm ET. I hope you’ll register and join us.

ICYMI: Check out this blog post recapping the “A View From the Top” panel at Podcast Movement Evolutions, featuring insights from thoughtful leaders shaping the podcast space, including Pete Birsinger (CEO, Podscribe, Stephanie Chan (Strategic Lead, YouTube Podcasts), Neil Mody (CEO, Headliner), and Will Pearson (President, iHeartPodcasts).

Are you stuck on strategy or unsure how to manage the changing podcast landscape? Steve Pratt (author of Earn It and co-founder of Pacific Content) and I want to help. We’re teaming up to offer in-person or virtual strategy sessions that deliver a custom, multi-platform roadmap tailored to your goals.Get in touch here