Nielsen: Audio Still the Backbone of Podcast Consumption
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.