What’s a Podcast? The Audience is Telling Us

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Much has been said about the rapid rise of video in podcasting. Some frame it as a new phenomenon. But in truth, hybrid consumption—where people choose to watch, listen, or float between the two—has been part of the podcast industry for years.

Consider Joe Rogan. His show draws more viewers than listeners, but it is still considered a podcast—and that label carries cultural weight and legitimacy. Being called a podcast places Rogan’s show at the top of the charts and ties it to the broader medium, even as most people experience it on YouTube rather than in a traditional audio app. The term “podcast” has become shorthand for personality-driven, on-demand programming, no matter how the audience chooses to consume it.

As video becomes more prominent, some in the industry have suggested that creators drop the word podcast. But then, what are they? Video talk shows? Streamcasts? Vodcasts? The truth is that “podcast” has evolved into more than just a distribution format. It’s a genre, an identity, and a cultural marker.

Built for More Than Watching

This hybrid consumption model isn’t unique to podcasting. Morning TV shows were engineered decades ago with adaptability in mind. Programmers understood their shows weren’t always watched in the traditional sense. They were the soundtrack to mornings, running in the background while people cooked, brushed their teeth, or got dressed.

Morning TV producers designed their shows for multiple modes of consumption:

·       Full watching – eyes on screen.

·       Listening only – treating it like radio.

·       Muted or low sound – where chyrons and graphics carried the message.

In other words, they adapted to the way real people live their mornings.

Podcasters are facing this same moment of reckoning.

The Research Backs It Up

The largest ad agency in podcasting, Oxford Road, has been wrestling with this issue in original research, podcasts, and even videos. Their work underscores what creators and advertisers alike are trying to solve: how to deliver impact across both listening and viewing modes.

Our own State of Video Podcasting study with Coleman Insights earlier this year found:

·       85% of people say podcasts can be audio or video.

·       Nearly half (46%) told us they either only listen or mostly listen.

Fresh data reinforces this hybrid reality.

Edison Research’s latest findings from August 2025 show a striking shift. Among people who started listening to podcasts in the past year, most are engaging with video as part of their experience. Meanwhile, the share of consumers who only listen to audio podcasts has dropped sharply, from 42% in 2022 to just 28% this year.

Megan Lazovick of Edison joined my Business of Podcasting class at NYU recently to unpack these trends with students.

Sounds Profitable’s Tom Webster shared new data in August 2025 that adds another layer. On YouTube, a slight majority of podcast consumers say they watch more than half of their podcasts. 19% watch 51–75%, and 34% watch more than 75%.

Here’s the surprise: just under half primarily listen on YouTube, even when video is available. That means YouTube isn’t only about video, it’s also a powerful audio app with superior search, discovery, and engagement.

On Spotify, the picture looks different but equally revealing. While overall video use is lower (no surprise), more than three in ten consumers say they watch most of their podcasts there. Sure, Rogan accounts for some of that, but not all of it, suggesting that video is slowly being normalized on a platform that began life as an audio-first one.

Tom will also join my NYU course to share these insights directly with students.

Reimagining to Be Seen and Heard

The unique intimacy of audio is the magic that made podcasting so powerful. That’s where the industry faces a challenge. Video demands rethinking the craft. Just like the morning TV folks, podcast producers are learning to design content that works for these scenarios:

·       Engaging for active viewers. Visuals, graphics, and performance need to hold attention when someone is fully watching.

·       Understandable as a passive soundtrack. The episode should still flow if the listener never looks at the screen.

·       Recognizable as a style even when the sound is off. Branding, captions, and visual identity should instantly signal what show it is and what’s happening, so muted viewing or social clips still carry impact.

It’s no longer enough to think of podcasting as “something to listen to when your eyes are busy.” Audiences are telling us our job is now bigger than that.

What This Means for Podcasters

1.     Hybrid distribution is the name of the game. Format with flexibility. Plan for both watchers and listeners.

2.     Depending on the type and target of the show, think screen-first, but not screen-only. Keep audio storytelling strong.

3.     Many shows will thrive as audio-first. But even those should still take advantage of video platforms for discovery and reach

4.     Advertisers are watching closely. Package audio and video together.

5.     Redefine success. Focus on total audience engagement across formats.

The story of podcasting today is a tale of hybrid consumption. People make choices based on context: walking the dog, cooking dinner, driving, or streaming at home. Sometimes they watch. Sometimes they listen. Sometimes both.

Every form of media is experiencing rapid change. As always, the smart move is to follow the audience.

They’ve already redefined what a podcast is.

They are telling us. It’s not either/or. It’s whatever they want it to be—audio and video, personal and cultural, watched, listened, or both.