Study Reveals Hybrid Audio and Video Podcast Consumption
| RADIO ONLINE | Thursday, April 3, 2025 |
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 Coleman Insights and Amplifi Media |
A survey conducted by Coleman Insights and Amplifi Media has unveiled a significant shift in the way U.S. podcast consumers, aged 15 to 64, engage with media. Presented by Jay Nachlis, Vice President & consultant at Coleman Insights, and Steve Goldstein, Founder/CEO at Amplifi Media, the findings show that a robust 77% of podcast listeners now alternate between audio and video formats.
The survey, highlighted during their keynote at the Podcast Movement Evolutions conference, is titled "The State of Video Podcasting 2025," and challenges the notion that podcast consumption preferences significantly differ across age groups. It points out that 83% of Gen Z users (ages 15-29) are using both audio and video podcasts interchangeably, which is only marginally higher than the overall rate. "Video podcasts are not just a young person's game," Nachlis noted, dispelling some common myths about media consumption trends among younger audiences.
An interesting evolution in platform usage was also highlighted, particularly regarding YouTube. Goldstein shared insights from a follow-up study to one conducted 18 months prior, showing a shift from smartphones being the primary device for YouTube podcast consumption to a significant rise in Smart TV and computer usage, now nearly equaling smartphone usage. "It's not enough to say lots of people use YouTube for podcasts; how they use it is changing rapidly," Goldstein emphasized.
The full report will be made available after a detailed webinar scheduled for April 17th, where Nachlis and Goldstein will further discuss these trends and field questions. To register, click here.
