The podcast genre has utilized YouTube for expansive growth in recent years. But that doesn’t mean consumers are watching shows more intently.
According to new data released by Cumulus Media and Signal Hill Insights as part of its Fall 2025 Podcast Report, 92% of weekly podcast listeners say they primarily listen rather than watch their favorite shows, even when their method of delivery is YouTube.
Furthermore, 12% of weekly podcast listeners say they utilize smart TVs to consume their favorite shows. That figure drops to only 2% for smart speaker usage.
“In our continued focus on YouTube and watchable podcasts, this edition of the Podcast Download reveals YouTube at an all-time high for consumption,” said Cumulus Media Senior Insights Manager Elizabeth Mayer.
“Regardless of tenure or heavy usage, YouTube remains in the top spot, which speaks to podcast consumers seeking out watchable podcasts,” Mayer continued. “12% of weekly podcast consumers use Smart TVs — where video components are intuitive and easy to access to listen to podcasts.”
“While we see yet another bump in the preference to use YouTube for podcasts, we don’t see notable change in the number of weekly podcast consumers who are only watching their podcasts,” added Signal Hill Insights President and CEO Paul Riismandel. “This segment remains a tiny minority — just 8% in this report.”
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