Video podcasting is booming, but audio isn’t losing ground. A new SiriusXM Media and Edison Research study shows most fans simply do both.
What We Know: The study surveyed more than 2,000 U.S. monthly podcast consumers 13 and older in the second quarter. Overall, 90% listened to an audio-first podcast in the past month, while 89% consumed a video podcast. Meanwhile, 70% did both, compared to 10% who only listened and 20% who only watched. Additionally, 77% encounter clips on social media, and two in three say they later sought out a full episode. The data shows 72% of monthly podcast consumers have played a video podcast in the background or minimized the video during the past month.
What They Said: Edison VP Megan Lazovick: “People don’t identify as an audio podcast person or a video podcast person. They’re just podcast consumers, and they use whatever format is convenient to them, whatever works for the content or the moment that they’re in at the time.”
SiriusXM Media VP of Sales Research Melissa Paris: “There is really not one dominant front door to podcasting anymore. People might enter through audio, they might enter through video, or maybe somewhere in between.”
What Remains Unclear: However, the study offers a snapshot rather than a trend line. As a result, it doesn’t show how fast video is growing compared to audio. Furthermore, starting points are nearly split: 40% began with audio, while 39% started by watching video. Another 21% began with a video playing in the background, blurring the line even further.
What It Means: For broadcasters, the takeaway is clear: audio still owns the car, where 68% of consumers choose to listen. Moreover, 72% have recently backgrounded or minimized a video podcast, effectively turning it into audio. Ad recall also sits at 75% for both formats, and attention levels remain close. Ultimately, the data suggests creators should offer both formats and let audiences choose.
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