Study Reveals Changing Podcast Habits: Audio, Video Now Interchangeable For Most.

A new survey reveals that podcast consumers are increasingly embracing a hybrid approach to listening and viewing. According to “The State of Video Podcasting 2025,” 77% of U.S. podcast users between the ages of 15 and 64 now toggle between audio and video formats, signaling a fundamental shift in podcast consumption. Only 23% of respondents said they stick exclusively to either audio or video.

The findings from Coleman Insights and Amplifi Media are based on responses from 1,000 U.S. consumers, offers one of the clearest snapshots yet of how podcasting is evolving. The hybrid consumption pattern spans generations, it shows. Among Gen Z users 15 to 29, 83% switch between audio and video — only slightly higher than the overall average.

“Video podcasts is not a young-leaning phenomenon,” said Jay Nachlis, Vice President at Coleman Insights, challenging the assumption that younger listeners are driving the format shift.

The study also captures a significant change in the way people access video podcasts on YouTube. Eighteen months ago, most YouTube podcast views came via smartphones, with desktop use trailing and smart TVs used least. Today, smart TV usage has surged and now ties desktop as the second most-used device for consuming YouTube podcast content.

“It’s not enough to say lots of people use YouTube for podcasts,” said Amplifi Media CEO Steve Goldstein. “The way they are using YouTube is also changing.”

The findings highlight how podcasting continues to move beyond its audio-only roots. As user behavior adapts, creators and advertisers alike may need to rethink strategies to meet audiences where they are — across formats, devices and platforms.

Nachlis and Goldstein will host a webinar to discuss “The State of Video Podcasting 2025” findings and answer questions on April 17. Register HERE.