Video First: How New Listeners Are Rewiring Podcasting

A new Edison Research report finds that "first-year" podcast consumers overwhelmingly prefer video, a trend driven by a younger, more diverse audience that is fundamentally changing discovery and consumption habits. For this new wave, video isn't an add-on; it's the main event, signaling a disruptive shift for the entire industry.

• The new guard: This incoming audience looks fundamentally different from podcasting’s established base. Compared to long-time listeners, they are younger (median age 35 vs. 43), more likely to be women, and more ethnically diverse. Edison’s research director Gabriel Soto noted the industry needs "to be prepared for the incoming diversity of both people and thought."

• Rewiring the playbook: The video-first habit is changing how people find and consume content. First-year listeners are nine times more likely to discover podcasts on social platforms like TikTok and Instagram. That visual entry point is a powerful gateway, with nearly three-quarters of newcomers saying they switch to the audio-only version after first discovering a podcast on video.

• Claiming the living room: Podcasting is also invading the living room, with consumption on smart TVs jumping from 1% to 9% since 2021, now beating out smart speakers. The move suggests that podcasts are increasingly competing for screen time traditionally reserved for television and streaming services.

The data points to a future where video is a critical component for audience growth, not just an optional extra. As Soto warned, the industry needs to be prepared for a "state of constant disruption."