A comprehensive new study by NuVoodoo reveals that podcasts have undergone a fundamental transformation from audio-first to video-first content, with YouTube emerging as the dominant platform for podcast consumption across all age groups.
The research, which surveyed 2,908 respondents nationwide in Q1 2025, found that YouTube significantly outpaces traditional audio platforms like Spotify and Apple Podcasts among podcast listeners. This shift suggests the term "podcast" itself may be becoming a limitation for creators who don't fully embrace video as an essential component of their content strategy.
According to Mike O'Connor's March 17 report, YouTube has become the primary consumption platform across all demographic segments, significantly outperforming dedicated audio platforms like Spotify and Apple Podcasts. The data shows strong engagement across generations, with Millennials leading daily consumption at 43% for 30+ minutes and 30% for 60+ minutes, while even Boomers show meaningful engagement levels.
The Key Points:
YouTube is the #1 platform for podcast consumption across all generations, including Boomers
67% of Millennial males and 65% of Millennial females use YouTube for podcasts, compared to just 25% using Apple Podcasts
Daily podcast consumption remains strong, with 43% of Millennials and 37% of Gen Z consuming 30+ minutes daily
Millennial males lead in heavy consumption (60+ minutes daily) at 36%
Content creators should prioritize video production and consider rebranding beyond the "podcast" label to adapt to the changing landscape.
Why It Matters
This fundamental shift challenges the traditional understanding of podcasts as primarily audio experiences and has significant implications for creators, advertisers, and platforms. If audiences are primarily engaging with podcast content through video platforms, creators who remain audio-only risk limiting their potential reach and growth. Additionally, traditional podcast measurement methods that focus on RSS-based distribution likely underestimate the true size of podcast audiences. Understanding this paradigm shift enables content creators to align their production strategies with actual consumption habits, reaching larger audiences and creating more engaging experiences.
The Big Picture
For podcasters and producers, this research demands a strategic pivot toward video-first content creation. The dominance of YouTube across all demographics means that investing in visual components is no longer optional but essential for maximizing audience reach. Producers should consider reframing their content away from the potentially limiting "podcast" label toward terms like "on-demand shows" or "streaming talk formats" that better reflect current consumption patterns. This evolution presents both challenges and opportunities: creators must develop video production capabilities and visual storytelling skills, while also leveraging YouTube's superior discovery mechanisms, including SEO optimization and shorts integration. Ultimately, podcasters who embrace this transformation can tap into significantly larger audiences while those who remain audio-only risk becoming increasingly marginalized as consumer habits continue to evolve toward screen-based content consumption.
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