Podcasting has been on the rise since the beginning of 2019 and is evolving fast. Once audio-only, the medium is now being reshaped by video-first approaches or video podcasts, driven by platforms, creators, and audiences embracing the added value of visuals.
1. Rapid Growth: Video Podcasts in Numbers
- Usage on the rise: In the U.S., 40% of podcast consumers now watch video podcast content, up 12 percentage points since 2022.
- Production surge: Globally, video podcast production has grown 64% over the past three years; video formats now make up 36% of all podcasts in 2025 (vs. just 18% in 2020).
- Spotify-specific growth:
- Over 250,000 video podcasts now exist on Spotify up from 100,000 in 2023.
- 170 million people have watched a video podcast there. Nearly 70% of creators are actively publishing video monthly, a year-over-year growth of 70%. And on Spotify, nearly 1 in 3 U.S. users engage; globally, it’s nearly 1 in 4.
These numbers reflect an unmistakable trend: video podcasts are no longer emerging they’re actually mainstream.
2. Why Viewers Prefer Video
- Engagement advantage: On YouTube, it boast an 87% ad completion rate, compared to just 28% for audio-only shows.
- Platform dominance: YouTube now hosts over 1 billion monthly viewers of podcasts and thickens its lead over Spotify and Apple. Podcast consumers are increasingly watching rather than listening.
- Demographic pull: Among 15–29-year-olds, 30% mostly watch video podcasts and an additional 22% consume them equally with audio. And audio‑visual content resonates, especially with Gen Z audiences.
Clearly, video helps creators connect more powerfully via visuals, body language, and expressive cues and boost discoverability, especially on social platforms.
3. Industry Momentum & Platform Strategy
- Streaming services are pivoting: Netflix is quietly hiring an executive to lead video podcasting efforts, signaling its intent to compete with YouTube in this space.
- Hollywood opportunities: Video podcasting is opening new revenue streams, with expected digital video ad spend reaching $108 billion in 2025, compared to just $2.5 billion for audio podcasts.
- YouTube’s continued dominance: It’s the top podcast destination, especially for younger audiences drawn to visual formats.
We’re seeing the formation of a video podcast ecosystem complete with Hollywood production, streaming platform interest, and industry-scale ad budgets.
4. How Creators Can Adapt
If you’re producing audio-only podcasts, here’s how to shift tactically without losing your voice:
- Add video: A basic webcam setup or smartphone recording is enough to start with.
- Clip content for social: Short highlight reels (TikTok, Instagram Reels, LinkedIn) can dramatically improve reach and user engagement.
- Elevate ad performance: Videos keep eyes on the content video podcasts get significantly higher ad retention.
- Think platform-first strategy: Design episodes that can live on YouTube, Spotify, or even streaming services in the future.
5. Multi-Platform Podcasting Becomes the Rule
The future lies in integrated, multi-format content podcasts that are:
- Video-first with audio as a portable spin-off.
- Clippable into short-form social media hits.
- Interior to multiple revenue streams ads, sponsorships, merch, live events, and licensing.
Final Word
Audio podcasts still have their place especially for on-the-go listeners. But given the shift in audience preferences, platform support, and monetisation opportunities, creators who adapt to include video are positioning themselves for greater reach, revenue, and longevity.