New research from Sounds Profitable shows audio podcasts dominate the hands-busy, on-the-go moments of the day. Video podcasts, meanwhile, hold steady in the lean-back, dedicated-attention moments that call for a screen.
What We Know: The Sounds Profitable study surveyed people who consume both audio and video podcasts. It found that 78% of listeners use audio during at least one hands-busy or on-the-go moment, compared to 55% for video. Audio also leads while exercising or walking (46% to 22%), doing housework or chores (46% to 25%), commuting (38% to 20%) and cooking (41% to 27%). Video, however, wins out when people are relaxing with dedicated attention (50% to 39%) and eating or drinking (42% to 38%).
What the Numbers Show: Audio podcasts also lead in trust. Among top platforms, audio rates highest for being “accurate and factual” at 58%, edging out video’s 55% and topping YouTube, TikTok, Instagram, and Facebook. Additionally, audio ties video and YouTube for the lowest rate of “bad experiences” at 21%, well below TikTok’s 35% and Facebook’s 29%. So while TikTok edges ahead on “never misled” at 41%, audio still lands near the top of that list at 39%.
What Remains Unclear: The report doesn’t specify how these habits shift across age groups or listening devices. Nor does it break down whether smart speakers, phones or cars drive audio’s mobile advantage.
What It Means: For advertisers and podcast networks, the takeaway is straightforward. Audio remains the format that travels — into cars, kitchens, and gyms — while video still owns the couch. As a result, buyers who skip audio risk losing reach during the commute, the workout, and the chores that fill most people’s days.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.