Nielsen issues the results of data from an analysis of consumers’ consumption of podcasts. The study finds that while more people are seeing video-enabled podcasts, audio remains the absolute foundation of the ecosystem, with 90% of all monthly podcast consumers choosing to listen, while 62% engage by watching. 
Other key findings include: Sports content acts as a unique bridge between listening and watching experiences, drawing the closest parity between listeners and viewers across top genres; Format choice signals entirely distinct consumer mindsets: the highly structured, utility-driven “Pragmatic Listener” versus the entertainment-seeking, visually focused “Interactive Watcher.”; and Conversion mechanics differ by format, with audio consumers acting as direct digital responders and video watchers acting as high-intent brand translators and social amplifiers. See the report here.
MONDAY, MARCH 23, 2026
