Audio Still Beats Video For Many Podcast Agencies, New Survey Finds.

Podcast agencies may be small operations, but a new industry study suggests they are quietly shaping the future direction of podcasting — including how brands think about video, audio, and artificial intelligence.

CoHost’s “State of Podcast Agencies 2026” report finds that more than three-quarters of podcast agencies operate with 10 or fewer employees, yet many are now supporting medium-sized and enterprise clients. The survey of 51 agencies paints a picture of a sector built on lean teams, broad skill sets, and increasing strategic influence as brands look for guidance in a crowded and fast-evolving podcast landscape.

Audio Still Holding Its Ground

Despite the surge in video podcasting across platforms like YouTube, Spotify, and TikTok, the report suggests the industry is far from declaring audio obsolete. Nearly 40% of agency clients do not produce full video episodes, and among agencies that do offer video podcast services, more say their clients’ audio-only podcasts perform better than video.

That could be because more than a third (35%) of agencies report stronger performance from audio-only shows vs. 28% who say video podcasts perform better. The remaining agencies report little or no difference between formats. The finding reinforces a growing belief among agencies that video is not a universal growth lever, but rather a tool that works best when aligned with specific audience and business goals.

While agencies acknowledge video’s advantages — particularly for discoverability and short-form social clips — many caution against treating it as a default strategy. The report notes that success still hinges on strong storytelling, consistent publishing, and a clear value proposition for listeners, regardless of format.

In other words, video may expand reach, but it doesn’t replace the fundamentals that make audio podcasts effective in the first place.

Budgets And ROI

The survey finds client budgets remain modest, with the most common seasonal spend landing between $5,001 and $15,000. Budget limitations were cited by 29% of agencies as the top constraint on client success, followed closely by difficulty proving podcast ROI.

That pressure is reshaping how agencies think about format decisions. Rather than pushing video for its own sake, agencies say they are increasingly focused on whether a given approach can demonstrate measurable impact — especially as marketing leaders demand clearer justification for ongoing investment.

The perceived value of podcasting is also shifting. Relationship building and thought leadership now rank ahead of brand storytelling as the primary benefits for clients, signaling a move toward podcasts as long-term trust-building tools rather than campaign-driven marketing assets.

AI Becomes Standard 

Artificial intelligence has rapidly moved from experimentation to everyday infrastructure inside podcast agencies. The report finds that 92% of agencies now use AI somewhere in the client workflow, up from 86% a year ago.

Most commonly, agencies rely on AI for transcription, show notes, episode descriptions, and audio cleanup, helping small teams operate more efficiently. Editing assistance and audio enhancement are also becoming common use cases, allowing agencies to redirect human effort toward strategy, creative development, and client relationships.

Importantly, agencies largely view AI as a productivity tool rather than a creative replacement. Among the small minority not using AI, concerns center on accuracy and data privacy, not resistance to automation itself.

Looking Ahead

As agencies look to 2026 and beyond, better analytics and content repurposing top the list of priorities. While downloads remain the dominant success metric today, agencies say deeper listener insights, attribution, and business-outcome measurement will ultimately determine how podcasts — whether audio or video — justify their place in brand marketing strategies.

Taken together, the findings suggest the next phase of podcast growth won’t be defined by format wars or flashy technology alone, but by agencies that can blend audio-first thinking, selective use of video, and AI-powered efficiency into strategies that deliver measurable results.