Edison Research’s Podcast Consumer 2026 Study has been released. It shows interesting data about the shifting winds in the space.
What We Know: Podcast listening and viewing have shifted in recent years, according to the Edison Research data. Of those Americans who have ever consumed a podcast, 57% said they have both listened to and watched one. Weekly consumption has grown to 45% of the U.S. population. While 21% of those consumers say they exclusively use audio-only, 2% respond similarly to video shows.
What the Numbers Show:
| Year | Audio Only Without Video | Video You Actively Watch While Listening |
|---|---|---|
| 2023 | 89% | 73% |
| 2024 | 84% | 76% |
| Q3 2025 | 78% | 82% |
| Q1 2026 | 80% | 78% |
What They Said: “Video podcast consumption is the changing variable here. Audiences are finding video podcasts. And in some cases, new or formerly audio-only podcasts are finding video audiences … For the first time, video podcast consumption outpaced audio consumption in Edison Podcast Metrics … Both types of consumption are virtually the same. There’s a lot of it. There’s a lot of people who listen to audio only. And there’s a lot of people who watch actively.” -Edison Research Vice President Megan Lazovick
What It Means: The investment in the video space continues to show dividends for the industry. Despite that investment, it is interesting that audio-only consumers are more than 10x those who only use video programs.
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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.
