Podcasting is undergoing a major shift as platform concentration and format preferences converge, creating new challenges and opportunities for creators, according to the latest findings from Sounds Profitable‘s “2025 Podcast Landscape” report.
YouTube Concentration Increases
YouTube continues to strengthen its position as the primary podcast platform, with around 40% of monthly listeners identifying it as their main listening destination in 2025, nearly the same percentage as in 2024. This growth comes as Spotify dropped slightly to 18% from 20% the previous year, while Apple Podcasts/iTunes remained steady at 11%.
This platform concentration is particularly noticeable on larger screens, with 76% of smart TV podcast consumption happening via YouTube. The research indicates that mobile devices remain the primary means of podcast consumption, with 34% of users utilizing Apple iPhones and 25% using Android smartphones. Computers (14%) and smart TVs (9%) follow as the next most common devices.
The Audio-Video Contrast
The research reveals a nuanced reality about how podcast content is actually consumed across platforms. On Spotify, 47% of users consume podcasts with video less than 25% of the time, compared to only 22% of YouTube users. Conversely, 34% of YouTube podcast consumers watch video 76-100% of the time, while only 15% of Spotify users do the same.
These consumption patterns differ across demographic groups. The report indicates that multicultural audiences are driving much of podcasting’s growth, with monthly listening rates exceeding the national average of 55% across Hispanic (65%), Asian (66%), and Black (62%) Americans. These diverse audience segments show different engagement patterns with video content across platforms.
Changing Format Preferences
These platform-specific consumption patterns directly influence how audiences define what constitutes a “podcast.” The definition continues to change, with only 21% of respondents now expecting podcasts to be audio-only, down from 26% in 2024. The majority expect flexibility, with 38% expecting podcasts to be “usually audio, may be video,” 25% saying podcasts “may be either” format, and 13% expecting “usually video, may be audio.”
The report states: “Increasingly, podcast consumers expect their shows to be available in audio AND video.” However, it also cautions that “podcasts HAVE to work without video” given the varied listening patterns across platforms and demographics.
This change is happening alongside shifts in content preferences. Comedy remains the most popular podcast genre (36%), but political talk has risen to second place (31%), followed by true crime (30%) and news (30%). These genre preferences interact with format expectations, as different content categories may benefit differently from visual elements.
Time Investment and Engagement
The average weekly podcast consumer now spends 6.3 hours listening to podcasts in 2025, up from 6.0 hours in 2024. This increased time investment comes as 44% of listeners report spending more time with podcasts compared to a year ago, while only 18% report spending less time listening.
Regular episodic podcasts attract 79% of podcast consumers, while 54% listen to podcasts with irregular release schedules, and 39% consume limited series. Among listeners of limited series, 75% actively seek out new podcasts after completing a series, indicating that audience loyalty often extends to the medium rather than specific shows.
The Creator-Consumer Dynamic
One of the report’s notable findings is that 17% of podcast consumers have created a podcast at some point. Of these, about two-thirds (68%) are currently active, while 32% created podcasts in the past, but are no longer producing shows. This blurring line between creator and consumer affects format expectations, as those with creation experience often understand production constraints and opportunities.
Of current creators, 20% produce audio-only content, 24% create video-only, and 24% produce both audio and video versions of their shows. The remaining 32% have created podcasts in the past but are not currently active. This creator community reflects the broader format changes happening among consumers.
Considerations for Creators
The converging trends present several considerations for creator economy professionals, according to the report. Content now should work well as both audio and video, requiring thoughtful production choices rather than simply recording video of an audio session. The report suggests this dual-format approach is becoming a standard expectation rather than a distinguishing feature.
Understanding platform-specific consumption patterns is increasingly important. “YouTube continues to increase its share, especially on smart/connected TVs,” the report notes, while also acknowledging that many YouTube users treat it primarily as an audio platform. This requires creators to develop production methods that can efficiently generate both quality audio and engaging video.
The demographic differences in podcast adoption also present opportunities. “There remains a clear growth opportunity among persons 55+, especially women,” the report states. Creators targeting these demographics may need different format strategies than those targeting younger or more diverse audiences who show higher video engagement.
“The Joe Rogan Experience” remains the most frequently cited “favorite” podcast, though the report suggests its position “is beginning to show signs of erosion.” This change might relate to shifting format and content preferences. “The podcast space is maturing – organic growth has slowed, necessitating a marketing push,” the report concludes.
As the podcast medium reaches majority adoption (55% of American adults consume monthly), these parallel trends of platform concentration and format preference changes appear likely to continue. The content formats that succeed will be those that adapt to both trends simultaneously, delivering engaging experiences regardless of whether audiences are watching or only listening.
This article is based on findings from Sounds Profitable’s “2025 Podcast Landscape” report, which surveyed 5,034 Americans ages 18+ in June 2025. All images are credited to Sounds Profitable. The full report is available here.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
Podcasting is undergoing a major shift as platform concentration and format preferences converge, creating new challenges and opportunities for creators, according to the latest findings from Sounds Profitable‘s “2025 Podcast Landscape” report.
YouTube Concentration Increases
YouTube continues to strengthen its position as the primary podcast platform, with around 40% of monthly listeners identifying it as their main listening destination in 2025, nearly the same percentage as in 2024. This growth comes as Spotify dropped slightly to 18% from 20% the previous year, while Apple Podcasts/iTunes remained steady at 11%.
This platform concentration is particularly noticeable on larger screens, with 76% of smart TV podcast consumption happening via YouTube. The research indicates that mobile devices remain the primary means of podcast consumption, with 34% of users utilizing Apple iPhones and 25% using Android smartphones. Computers (14%) and smart TVs (9%) follow as the next most common devices.
The Audio-Video Contrast
The research reveals a nuanced reality about how podcast content is actually consumed across platforms. On Spotify, 47% of users consume podcasts with video less than 25% of the time, compared to only 22% of YouTube users. Conversely, 34% of YouTube podcast consumers watch video 76-100% of the time, while only 15% of Spotify users do the same.
These consumption patterns differ across demographic groups. The report indicates that multicultural audiences are driving much of podcasting’s growth, with monthly listening rates exceeding the national average of 55% across Hispanic (65%), Asian (66%), and Black (62%) Americans. These diverse audience segments show different engagement patterns with video content across platforms.
Changing Format Preferences
These platform-specific consumption patterns directly influence how audiences define what constitutes a “podcast.” The definition continues to change, with only 21% of respondents now expecting podcasts to be audio-only, down from 26% in 2024. The majority expect flexibility, with 38% expecting podcasts to be “usually audio, may be video,” 25% saying podcasts “may be either” format, and 13% expecting “usually video, may be audio.”
The report states: “Increasingly, podcast consumers expect their shows to be available in audio AND video.” However, it also cautions that “podcasts HAVE to work without video” given the varied listening patterns across platforms and demographics.
This change is happening alongside shifts in content preferences. Comedy remains the most popular podcast genre (36%), but political talk has risen to second place (31%), followed by true crime (30%) and news (30%). These genre preferences interact with format expectations, as different content categories may benefit differently from visual elements.
Time Investment and Engagement
The average weekly podcast consumer now spends 6.3 hours listening to podcasts in 2025, up from 6.0 hours in 2024. This increased time investment comes as 44% of listeners report spending more time with podcasts compared to a year ago, while only 18% report spending less time listening.
Regular episodic podcasts attract 79% of podcast consumers, while 54% listen to podcasts with irregular release schedules, and 39% consume limited series. Among listeners of limited series, 75% actively seek out new podcasts after completing a series, indicating that audience loyalty often extends to the medium rather than specific shows.
The Creator-Consumer Dynamic
One of the report’s notable findings is that 17% of podcast consumers have created a podcast at some point. Of these, about two-thirds (68%) are currently active, while 32% created podcasts in the past, but are no longer producing shows. This blurring line between creator and consumer affects format expectations, as those with creation experience often understand production constraints and opportunities.
Of current creators, 20% produce audio-only content, 24% create video-only, and 24% produce both audio and video versions of their shows. The remaining 32% have created podcasts in the past but are not currently active. This creator community reflects the broader format changes happening among consumers.
Considerations for Creators
The converging trends present several considerations for creator economy professionals, according to the report. Content now should work well as both audio and video, requiring thoughtful production choices rather than simply recording video of an audio session. The report suggests this dual-format approach is becoming a standard expectation rather than a distinguishing feature.
Understanding platform-specific consumption patterns is increasingly important. “YouTube continues to increase its share, especially on smart/connected TVs,” the report notes, while also acknowledging that many YouTube users treat it primarily as an audio platform. This requires creators to develop production methods that can efficiently generate both quality audio and engaging video.
The demographic differences in podcast adoption also present opportunities. “There remains a clear growth opportunity among persons 55+, especially women,” the report states. Creators targeting these demographics may need different format strategies than those targeting younger or more diverse audiences who show higher video engagement.
“The Joe Rogan Experience” remains the most frequently cited “favorite” podcast, though the report suggests its position “is beginning to show signs of erosion.” This change might relate to shifting format and content preferences. “The podcast space is maturing – organic growth has slowed, necessitating a marketing push,” the report concludes.
As the podcast medium reaches majority adoption (55% of American adults consume monthly), these parallel trends of platform concentration and format preference changes appear likely to continue. The content formats that succeed will be those that adapt to both trends simultaneously, delivering engaging experiences regardless of whether audiences are watching or only listening.
This article is based on findings from Sounds Profitable’s “2025 Podcast Landscape” report, which surveyed 5,034 Americans ages 18+ in June 2025. All images are credited to Sounds Profitable.
The full report is available here.
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