Podcast Consumers Actively Engage with Video Content

RADIO ONLINE | Wednesday, August 27, 2025 | 3:33pm CT

Edison Research

Edison Research is spotlighting the growing importance of video podcasts in attracting and retaining audiences, according to new data shared last week at Podcast Movement 2025.

Senior Director Gabriel Soto presented findings from Edison Podcast Metrics that compared listening habits between two groups of consumers: "First-Years," those who began listening to podcasts within the past year, and "Longtimers," those who have been listening for five years or more.

The data revealed that most podcast listeners -- both new and long-term -- are actively watching while listening to video podcasts. Among newer listeners, the preference for video is especially strong, with 77% of First-Years watching video podcasts compared to 75% who listen to audio-only shows. Longtime fans continue to favor audio-only programming, though Edison notes this preference may shift over time.

"Podcasting remains an audio-first platform, but creators and marketers may be missing opportunities to engage audiences by not incorporating video," Soto said. "Video platforms have become essential for audience acquisition and retention."

Edison's latest findings build on its long-running research tools, including Edison Podcast Metrics and the Infinite Dial, which track consumer audio behavior. The company noted that while podcasts are still widely described as content you can understand "with your eyes closed," the integration of video is reshaping the way listeners, particularly newer ones, connect with the medium.