Video is becoming an essential part of podcasting, with new data showing how strongly new and established listeners are embracing it.
At Podcast Movement 2025, Edison Research Senior Director Gabriel Soto presented fresh findings from Edison Podcast Metrics™, highlighting how video plays a vital role in attracting and engaging podcast audiences.
His session focused on two groups: “First-Years,” people who began listening within the past 12 months, and “Longtimers,” listeners with five or more years of experience.
The study compared consumption habits across these two groups, examining how many consume audio-only podcasts versus podcasts with video that is actively watched. The results show that video is now a major part of the listening experience for many, particularly among newer audiences.
One of the most striking findings was that 77 percent of First-Years actively watch while listening to video podcasts, compared with 75 percent who engage with audio-only content.
While the margin may appear small, the insight reveals how video is slightly more effective in reaching and holding the attention of those new to podcasting.
Longtime listeners still lean more heavily toward audio-only experiences, but Edison Research suggests that this balance could shift as video platforms continue to grow in influence.
Soto explained that while podcasting remains an audio-first medium, the data shows creators and marketers may miss growth opportunities if they do not include video in their strategy. “Podcasts are still something you can listen to with your eyes closed,” he noted, “but video is clearly becoming an entry point for new listeners.”
The message for creators and publishers is clear: integrating video content and making podcasts available on video-first platforms is likely to help reach broader audiences and build stronger engagement.
Tools such as Edison Podcast Metrics™ and Share of Ear® continue to provide industry leaders with valuable insight into how consumer behaviour is evolving.
As podcasting approaches its next stage of growth, the role of video in audience acquisition is set to remain a central theme. For both First-Years and Longtimers, the data suggests that audiences are watching as well as listening, making video one of the most important areas for the industry to consider.
