Observed Signal · Jan 29, 2026 · Market Research · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Video-First Listeners Rewire Podcasting
A January 29, 2026 Edison Research report, cited by State of Streaming, finds that "first-year" podcast consumers strongly prefer video. This incoming audience is younger (median age 35 vs. 43 for long-time listeners), more likely to be women, and more ethnically diverse. Video-first discovery on social platforms is reshaping consumption: first-year listeners are nine times more likely to find podcasts on TikTok and Instagram, and nearly three-quarters say they later switch to the audio-only version after discovering a show on video. Podcast consumption on smart TVs has risen from 1% to 9% since 2021 and now exceeds smart speaker usage, suggesting podcasts are competing for living-room screen time. Edison Research director Gabriel Soto warns the industry should prepare for ongoing disruption driven by this video-first cohort.
The report signals a structural shift in discovery and consumption (video-first, social discovery, living-room screen growth) that affects content strategies, ad formats, distribution channels, and measurement for podcast publishers and advertisers.
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Key Takeaways & Evidence Grounding
- Edison Research report finds first-year podcast consumers overwhelmingly prefer video.
- Median age of new (first-year) podcast listeners is 35 versus 43 for long-time listeners.
- First-year listeners are nine times more likely to discover podcasts on social platforms such as TikTok and Instagram.
- Nearly three-quarters of newcomers say they switch to the audio-only version after discovering a podcast on video.
- Smart TV podcast consumption rose from 1% to 9% since 2021 and now exceeds smart speaker listening.
Connected Companies & Entities
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Ofcom: Video Podcasts Converging with TV
New research from Ofcom, published in the 'Audio listening in the UK' report on 2026-05-20, finds that video components are increasingly common among popular podcasts and that some producers are positioning podcasts as video-first formats. Weekly podcast reach has risen to 33% (from 26% in 2022). Among weekly listeners, 68% have tried podcasts with video, though only 27% prefer to watch when a video version exists (down from 29% last year). Ofcom highlights a mixed audience response: many listeners still favour audio-only consumption due to practical listening contexts (walking, housework, driving), while made-for-TV companion podcasts like 'The Traitors: Uncloaked' show a symbiotic relationship with broadcast programming—60% of people who watched TV-linked podcast content said they would be interested in more video podcasts, and 59% said video podcasts improved their TV viewing experience.
Podcast Day 2026: Spotify, Acast Reveal Audio-Video Trends
On International Podcast Day, new reports from Spotify and Acast highlight the growing convergence of audio and video in podcasting. Spotify's Culture Next 2026 report, focusing on Gen Z, reveals a 55% increase in video share among 14-18 year olds in Germany over 18 months, coining the trend 'Eye Pods'. Acast's Podcast Pulse 2026 survey, covering 4,500 fans across 13 markets, shows 88% of listeners also watch podcasts as video, and 63% switch formats mid-episode. Both studies emphasize the importance of social media clips for discovery, with 51% of fans finding new shows via social clips. Additionally, a brand podcast guide advises companies on strategic planning, resource allocation, and long-term commitment, emphasizing relationship-building over short-term metrics.
Podcasts Surpass Radio in U.S. Listening Habits!
Edison Research’s Share of Ear survey finds that, for the first time, podcasts account for a larger share of spoken‑word listening in the U.S. than AM/FM talk radio: podcasts represent 40% of spoken‑word listening time versus 39% for radio. Edison’s data and related industry reports highlight growing video podcast consumption (included in the stats), an estimated 115 million weekly U.S. podcast listeners, and platform interest from streaming services such as Netflix signing deals with iHeartMedia and Barstool Sports. YouTube reported 700 million hours per month of podcast viewing on living‑room devices in 2025 (up from 400 million). Triton Digital’s 2025 report shows large overlap between audio and video podcast audiences and genre differences in format preference.
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