According to Edison Research’s Edison Podcast Metrics, 79% of weekly podcast listeners in the U.S. have consumed a ‘video podcast’ – essentially watching, or at least listening to the content on a video streaming platform. Edison Podcast Metrics further measures whether podcast listeners are actively or passively
watching video podcasts. Sixty-two percent of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. Meanwhile, the data reveals a compelling point – 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. Edison says, “Podcasts with video elements also allow creators to repurpose content into short, engaging clips tailor-made for social media platforms – think YouTube shorts, TikTok, or reels on Instagram or Facebook. This strategy can work to enhance a show’s digital presence, while amplifying the reach and engagement of podcasts overall.”
