Podcasting has undergone a fundamental shift. What began as an audio-only medium now spans video formats, connected TV screens, and creator-driven content that rivals traditional television. YouTube users streamed over 700 million hours of video podcasts on their TVs in October 2025, nearly double the prior year, according to Bloomberg. This FAQ explores how video is reshaping podcast consumption, where audiences spend their time, and what advertisers should know about balancing audio and video strategies in 2026.

What is a podcast?

A podcast is a digital audio or video program available to stream or download on-demand. Episodes cover topics ranging from news and education to true crime and pop culture. Common formats include interview shows, roundtable discussions, narrative storytelling, and video podcasts filmed in studio settings.

Unlike live radio, podcasts are typically pre-recorded and edited, allowing producers to layer clips from different times and locations. The result is a polished, on-demand product accessible long after release. The US has 121.5 million weekly podcast listeners in 2026, according to EMARKETER. Podcasts remain one of the few media formats where audiences actively choose to engage rather than passively scroll.

How has video changed the podcast industry?

Video has transformed podcasting from a background audio experience into a visual medium that competes directly with streaming television. Seventy-one percent of podcasters now incorporate video into their shows, according to Sounds Profitable.

The shift accelerated as platforms like YouTube and Spotify invested in video podcast tools and discovery features. YouTube users streamed over 700 million hours of video podcasts on TVs in October 2025, according to Bloomberg. That figure nearly doubled from 400 million hours in October 2024. Video podcasts now occupy the same strategic category as premium streaming content, supporting bigger screens, longer viewing sessions, and more immersive ad experiences.

Where do people consume podcasts in 2026?

YouTube has emerged as the dominant platform for podcast discovery and consumption. In January 2026, YouTube accounted for 12.5% of all time spent streaming in the US, more than any other service, according to Nielsen. YouTube CEO Neal Mohan announced in early 2025 that users watch content on TVs more than on any other device, including smartphones.

Spotify and Apple Podcasts remain significant players in audio-first consumption. Spotify continues investing in video podcast capabilities, while Apple Podcasts serves its large iOS user base through a dedicated app. Netflix has also entered podcasting through a Spotify partnership, signaling that traditional streamers view podcasts as competitive content. The US has 79.5 million podcast viewers, according to EMARKETER, though the listener base (149.7 million) remains nearly twice as large.

Who listens to podcasts?

Podcast audiences skew younger and more engaged than traditional media consumers. Millennials and Gen Z represent the largest listener cohorts, with 81.7% of podcast listeners aged 18-44, according to EMARKETER.

Consumption habits vary by format. Only 17% of podcast consumers exclusively watch video podcasts, while 84% listen to audio at least occasionally and 45% mostly or always listen to audio-only formats, according to an EMARKETER analysis. This indicates that despite video's growth, audio remains the primary consumption mode for most podcast audiences. Advertisers targeting podcast consumers through video-only strategies will reach a smaller subset of the total addressable audience.

How does podcast advertising work?

Podcast advertising operates through two primary formats: host-read ads and programmatically inserted ads. Host-read ads feature the podcast host personally endorsing products, lending credibility through the relationship between host and listener. Programmatic ads are dynamically inserted based on listener demographics, geography, or contextual signals.

Advertisers typically select podcasts by genre and geography, though platforms are expanding targeting options to include age and demographic filters. The format's effectiveness stems from listener engagement. Audio podcast fans are often repeat listeners with strong loyalty to hosts.

Why are video podcast ads less effective than audio ads at driving purchases?

Video podcast ads underperform audio ads in conversion metrics despite video's growing popularity. YouTube's video podcast ads are 18% to 25% less effective than audio downloads at driving purchases, according to an Oxford Road and Podscribe study. The study calculated that brands spending $1 million on YouTube podcast impressions could lose up to $250,000 in conversion value compared with audio placements.

Several factors explain this gap:

• Intentional vs. algorithmic consumption. Audio podcast listeners actively seek out shows, while YouTube viewers often encounter podcasts through algorithmic recommendations. This distinction affects purchase intent.
• Host loyalty. Audio podcast audiences develop strong bonds with hosts, making endorsements more persuasive.
• Audience size disparity. The audio listener base (149.7 million) nearly doubles the video viewer base (79.5 million), giving audio campaigns broader reach.

What role does YouTube play in podcast discovery and consumption?

YouTube functions as both the largest podcast discovery platform and the primary destination for video podcast consumption on connected TVs. YouTube accounted for 12.5% of all US streaming time in January 2026, per Nielsen, exceeding every other streaming service. The platform will average 46 minutes of daily time spent per user in 2026, compared with 40 minutes for Netflix, according to EMARKETER.

YouTube's podcast dominance stems from its cross-format content library, which spans theatrical releases, user-generated content, and high-production video podcasts. The platform has invested in podcast-specific discovery and search tools, and allows podcasters to connect RSS feeds directly to YouTube Studio. For advertisers, YouTube offers measurement and targeting capabilities, while providing access to the growing CTV viewing audience.

How are creators and brands partnering in podcasts?

Creator-brand partnerships in podcasting follow patterns established in broader influencer marketing, with authenticity and alignment driving successful collaborations. Forty-five percent of creators prioritize working with high-quality brands above all else when evaluating deals, according to a July 2025 survey from Ipsos and Publicis Media.

These partnerships produce measurable results. Fifty-eight percent of consumers have made a purchase because of an influencer endorsement, and 55% of marketers use influencer marketing specifically to build credibility and trust, according to EMARKETER.

Challenges remain in creator discovery and measurement. Finding the right creators is a top barrier for 32% of marketers, according to the Interactive Advertising Bureau. WPP Media and YouTube announced a December 2025 partnership that brings non-public creator and video data into WPP's AI system, aiming to address measurement gaps and help brands identify partners whose audiences align with campaign goals.

How should advertisers balance audio and video podcast strategies in 2026?

Advertisers should treat audio as the foundation of podcast campaigns while selectively testing video placements. Audio podcast ads outperform video in purchase conversion by 18% to 25%, making audio the more efficient choice for direct-response objectives.

Effective 2026 strategies should:

• Prioritize audio for performance campaigns. The larger listener base and stronger conversion metrics make audio placements the primary driver of measurable outcomes.
• Use video for brand building and CTV reach. Video podcasts on YouTube offer access to premium, lean-back viewing environments that audio cannot replicate.
• Leverage demographic and contextual targeting. Align branded content with podcast hosts' genre and audience to make ads relevant.
• Maintain diverse media mixes. Podcasts should complement, not replace, email marketing, paid social, and other channels.

Measurement remains a barrier, so advertisers should work with platforms and partners offering transparent performance data. As YouTube and agency partners expand data-sharing capabilities, the gap between audio and video measurement will narrow, but audio remains the more proven format for conversion-focused campaigns.

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EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.