Netflix Makes Fast Inroads, But Audio Remains Podcasting’s Foundation.

Just four months after Netflix officially entered the podcast business, a majority of podcast consumers already know the streaming giant has joined the space. And while YouTube remains the dominant platform for podcast consumption, new research suggests the growing presence of podcasts on television screens and streaming services may be helping introduce the medium to a broader audience.

The latest Podcast Download report from Cumulus Media and Signal Hill Insights reveals 62% of weekly podcast consumers are already aware that podcasts are available on Netflix following the service’s January launch and content deals with companies like iHeartMedia and Spotify that has led to radio shows like “The Breakfast Club” introduced onto the streaming platform. The result is 76% say they are aware that video streaming services now offer podcasts, a sign that the industry’s expansion beyond traditional podcast apps is gaining traction.

“Easy to mind, easy to find,” is how Cumulus Senior Insights Manager Liz Mayer and Signal Hill President/CEO Paul Riismandel assess the situation. By placing podcasts inside major streaming services, they write in a blog post, creators gain both awareness and accessibility, potentially lowering barriers for new consumers discovering the medium.

“Podcasts coming to video streaming services is akin to launching a product in Walmart or Target,” they write. “It’s a massive awareness boost and significant distribution expansion that makes it easy for the consumer to purchase or access.”

The findings come as podcast viewing on connected televisions continues to rise. The study finds 38% of weekly podcast consumers now consume podcasts on a smart TV, up 19% from a year earlier. The living room is becoming an increasingly important podcast venue, with smart TVs emerging as a meaningful consumption device alongside smartphones and computers.

The report also shows why podcasts matter for the radio industry. The survey finds 57% of weekly podcast consumers listen to AM/FM radio streams or music streaming services vs. only 40% who say they “watch TV” on a smart TV.

The growth of video podcasting has not altered the reality that podcast remains primarily an audio medium. The survey finds 92% of podcast consumers listened to podcasts during the prior week, while only 8% exclusively watched podcasts. In fact, the share of consumers who only watch podcasts has remained stable over the past four years. The findings suggest that video is expanding the podcast audience rather than replacing audio consumption.

The distinction becomes even clearer when examining where podcasts are consumed. Consumers who prefer audio-only podcasts are significantly more likely to listen in vehicles and on mobile devices. Those who gravitate toward video, meanwhile, are more likely to consume conversational or “chatcast” programming, where seeing hosts and guests adds another dimension to the experience.

Even as Netflix gains ground, the survey finds rival YouTube remains the leading video podcast platform for a fourth consecutive year. Nearly half of weekly podcast consumers who started listening to a new show during the past six months discovered that podcast on YouTube, reinforcing its role as both a consumption platform and a powerful discovery engine.

How people are consuming podcasts may be evolving, but the habit remains deeply embedded in daily routines. Weekly podcast consumers spend an average of 12.5 hours per week with podcasts, listening to roughly 6.4 episodes from 4.3 different shows. Nearly eight in ten weekly consumers qualify as heavy podcast users, spending six or more hours per week with the medium.

Another finding challenges the perception that podcast audiences only gravitate toward blockbusters. Weekly consumers report spending roughly one-third of their podcast time with independent shows, indicating that smaller creators continue to attract meaningful listening share despite increasing competition from major media brands.

Download the Spring 2026 Podcast Download report HERE.