Hybrid Consumption Dominates: 77% of Podcast Audiences Alternate Between Audio and Video Formats, Coleman/Amplifi Study Reveals
A recent survey of 1,000 U.S. podcast consumers aged 15 to 64 reveals that 77% alternate between audio and video, a major shift towards a hybrid usage of the medium. Less than a quarter of consumers (23%) exclusively use audio or video.
Jay Nachlis, Vice President/Consultant at Coleman Insights, and Steve Goldstein, Founder/CEO at Amplifi Media, presented this data point and more findings from their study, “The State of Video Podcasting 2025,” during the keynote session at Podcast Movement Evolutions, held at Chicago’s McCormick Place Convention Center on Thursday, April 3rd at 9 AM.
The study additionally notes that there is little difference in the podcast consumption habits of younger and older users. “When we look at Gen Z podcast consumers between the ages of 15 and 29, 83% use audio and video interchangeably, only slightly higher than the general population. Video podcasts is not a young-leaning phenomenon,” says Nachlis.
The research also reveals a notable shift in how podcast consumers are accessing content on YouTube. Goldstein explains that in Coleman/Amplifi's study just 18 months ago, most YouTube podcast consumption happened on smartphones, followed by computers, with Smart TVs trailing far behind. Today, Smart TV usage has climbed significantly and is tied with computers for second place. As Goldstein puts it, “It’s not enough to say lots of people use YouTube for podcasts. The way they are using YouTube is also changing.”
Nachlis and Goldstein will host a webinar to discuss the findings and answer questions on Thursday, April 17th at 2 PM EDT. Register here. The full report will be available at ColemanInsights.com and AmplifiMedia.com following the webinar.
“The State of Video Podcasting 2025” by Coleman Insights and Amplifi Media is sponsored by ESPN.
About Coleman Insights
Raleigh, North Carolina-based Coleman Insights has helped media properties in North America, South America, Europe, and Asia build strong brands and develop great content since 1978. Coleman Insights works with clients that include Audacy, iHeartMedia, Stingray, Urban One, Hubbard Radio, Key Networks, Educational Media Foundation, RBB, Summit Media, Bonneville International, Spotify, Blubrry Podcasting, and Locked On Podcast Network. Additional information about Coleman Insights is available at ColemanInsights.com.
About Amplifi Media
Amplifi is the go-to audio advisory firm for major broadcast networks, media companies, and brands. Amplifi guides strategy, development, and marketing for podcasts, radio shows, satellite radio, streaming, and voice. Led by Steven Goldstein, Founder/CEO, Amplifi works with clients like ABC News, (Dave) Ramsey Network, the NBC-owned television stations, Beasley Media Group, CurtCo Media, Borrell Media, Skyview Networks, EY, Harvard Health, SpokenLayer, Federated Media, and more. Amplifi also co-produces what most in podcasting consider the top “branded podcast” on behalf of a well-known supermarket group. Steve is an adjunct professor teaching The Business of Podcasting at NYU’s Steinhardt School. For more information visit amplifimedia.com.
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