Weekly Insights · August 27, 2025

New Podcast Consumers Actively Engage with Video Content

By Edison Research

This post is from Edison’s Weekly Insights email. Subscribe here.     

It’s no secret that video podcasts have significantly disrupted the podcast industry. Data from Edison Research’s Infinite Dial™ and Edison Podcast Metrics™ show the importance of video content and platforms in engaging current and future listeners. Just last week, Edison Research’s Senior Director Gabriel Soto showcased yet more new data at Podcast Movement 2025 illustrating how essential video content and platforms are in engaging new audiences.

Soto’s presentation aimed to spark conversations about the future of podcasting by examining the habits of two groups: the newest podcast consumers, whom we called “First-Years,” who started listening within the last year; and those labeled “Longtimers,” those who have been listening to the medium for five or more years.. Using new data from Edison Podcast Metrics, we can compare podcast consumption among these two groups, looking at how many consume audio-only podcasts versus podcasts with video that is actively watched.

In short, most new consumers and established podcast fans are actively watching while listening to video podcasts. One key finding from Soto’s presentation is that video is even more important for engaging with new audiences. A higher percentage of First-Years actively watch while they listen to video podcasts compared to those who only engage with audio only podcasts, 77% vs 75%. Long-timers continue to have an affinity for audio only podcasts, but this may continue to change over time.

Podcasting remains an audio-first platform, with many describing podcasts as something you can listen to and understand with your eyes closed. At the same time, many creators and marketers are likely missing an audience acquisition and engagement opportunity by not considering how to fit video content and video platforms into their strategic planning. Flagship research products like Edison Podcast Metrics and Share of Ear are essential tools that can help in any strategic planning or audience development process.

Get our latest insights delivered to your inbox.