The news: Podcast consumption is growing as users show strong interest in video podcasts, revealing the future of the medium is dual format.

• 8 in 10 US consumers ages 12 and older have engaged with a podcast as of January, a 10% increase YoY, per Edison Research’s The Infinite Dial 2026.
• Weekly podcast engagement grew 5 percentage points YoY to 45%. Monthly consumption increased 3 percentage points to 58%. Weekly usage growing at the same rate as monthly consumption suggests that podcast habits are deepening.

Digging in: One notable development lies in visual podcast consumption. Over half (57%) of adults have both listened and watched, and just 20% have only listened.

Podcasting is moving from a primarily audio format into a hybrid, platform-agnostic medium, which can be seen in the growing video components on streaming platforms like Spotify and Apple Podcasts.

• Consumers’ changing behavior adds pressure to optimize for discovery on video-first platforms like YouTube and social media while still serving core audio audiences on streaming platforms.
• The relatively small share of audio-only listeners suggests that hybrid podcast consumption is becoming a central entry point into podcast content, requiring creators to think beyond traditional listening experiences.

Why it matters: Evolving user behaviors are influencing advertising budgets—we expect the US podcast advertising market will be a $3 billion industry in 2026, up 13.5% from $2.77 billion in 2025.

Advertisers have the opportunity to experiment with immersive, cross-format storytelling for highly engaged audiences. At the same time, the influx of video-first inventory risks splintering attention and causing market saturation, making it harder for both creators and brands to stand out.

Recommendations for marketers: The evolving power balances between formats like video podcasts, audio-only podcasts, connected TV (CTV), and linear TV require more intentional allocation of resources in a fragmented space.

• Structure video and audio podcast ad campaigns goals based on discovery—such as awareness versus conversion—and develop flexible creative strategies that can be adapted across both environments.
• Differentiate content by working with shows that best match brand purpose, identity, and voice.