Nielsen: Audio Still Dominates Podcast Consumption

RADIO ONLINE | Wednesday, July 15, 2026 | 2:27pm CT

Nielsen

Audio remains the primary way consumers engage with podcasts despite the rapid growth of video-enabled platforms, according to Nielsen's new report, Lean In vs. Lean Back: Profiling the Podcast Listener and Viewer.

The report finds that 90% of monthly podcast consumers listen to podcasts, while 62% also watch video versions. Across the top podcast genres, audio continues to dominate, with an average of just 2% of consumers watching exclusively, compared with 29% who listen exclusively. Another 69% both listen and watch podcasts.

Nielsen says sports content has emerged as the strongest crossover genre between audio and video, attracting the closest balance of listeners and viewers. The report notes that sports programming naturally lends itself to video through highlights, demonstrations and on-screen graphics, while continuing to drive strong audio engagement.

The research also identifies two distinct podcast audiences. Audio listeners tend to be married, highly educated and employed full time, using podcasts as a "secondary soundtrack" during commutes, work and other daily activities. Video viewers, by contrast, skew younger and more male, often treating podcasts as a dedicated entertainment experience watched at home.

For advertisers, Nielsen says the two formats deliver different advantages. Audio listeners are more likely to respond directly to advertising, with 46% researching products online after hearing an ad and 25% completing a web purchase. Video viewers, meanwhile, are more likely to engage with brands on social media and post a slightly higher direct online purchase rate of 29%, making them valuable for campaigns focused on visual storytelling and brand awareness.

The report concludes that marketers should view podcast audio and video as complementary rather than competing platforms. Audio remains the foundation for reaching audiences throughout the day, while video offers deeper visual engagement during consumers' dedicated viewing time.

Download the complete study here.