There has been some debate in the space about what now constitutes a podcast. Some argue it is an audio-only medium, while others have widely adopted video platforms like YouTube and Rumble as podcast platforms. New data from Coleman Insights and Amplifi Media shows just how ubiquitous both means of consumption are.
While presenting a keynote session at Podcast Movement Evolutions, Coleman Insights Vice President and Consultant Jay Nachlis and Amplifi Media CEO/founder Steve Goldstein revealed that 77% of podcast consumers between the ages of 15 and 64 alternate between audio and video for their podcast consumption.
Only 23% of those surveyed said they exclusively use either audio or video for their podcast listening or viewing.
Additionally, the study shows that there is minimal difference between the habits of younger and older users.
“When we look at Gen Z podcast consumers between the ages of 15 and 29, 83% use audio and video interchangeably, only slightly higher than the general population,” said Nachlis. “Video podcasts is not a young-leaning phenomenon.”
There is also a rapid shift in how video podcast users consume the content. In a joint study 18 months ago, Coleman Insights and Amplifi Media data showed that most video podcast consumption happened on smartphones, with lesser levels for computers and smart TVs. Today, smart TV usage has risen significantly and is now tied with computers as the second most likely avenue for video podcast consumption.
“It’s not enough to say lots of people use YouTube for podcasts,” said Goldstein. “The way they are using YouTube is also changing.”
The two companies are planning a webinar to discuss the findings of its latest study. The State of Video Podcasting 2025 webinar will be held on Thursday, April 17th at 2 PM ET. Those wishing to attend the webinar can register by clicking here.
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