Podcasting Isn't Video-First
I will say this until I'm blue in the face. Podcasts are NOT video first.
PERIOD.
The Triton Digital's Podcast Report 2025 says that most watch and listen. I can see that. If there is a video component to the show I tend to watch some of the show and listen to other parts or some shows I'll watch and others I'll listen.
But this means that a podcast needs to be accessible off YouTube for it to be a podcast.
A podcast must be available over RSS. If it's just a video on YouTube?
NOT A PODCAST!
With this out of the way, the report highlights some other cool details:
● Audio remains the primary mode of podcast consumption, even as video continues to grow. The data challenges the assumption that podcasting is becoming video-first, instead revealing a more nuanced, genre-driven reality. Triton’s data found that nearly 13% of consumers 18+ listen to podcasts exclusively via audio – that’s compared to 7% watch-only and 80% who both listen and watch.
and
● New podcast listeners are gravitating toward niche genres and demonstrating strong purchase intent, indexing significantly higher for actions such as switching wireless providers (22% more likely), online shopping (49% more likely), and quick-service restaurant (QSR) visits (69% more likely), creating expanding opportunities for advertisers.
and, one more
● Podcast reach continues to expand across demographics, with listeners significantly over-indexing among 18-34-year-olds, college graduates, high-income households, and diverse audiences – reinforcing podcasting’s value as a premium environment for brands.
The latter quote points out something else. Podcasts are a great place to advertise. Hear that marketers? And many new podcasts listeners are looking in niches, so just advertising on the big shows is missing some great opportunities.
For example, two of my podcasts Entrepreneur's Enigma and Digital Marketing Dive are both part of the Marketing Podcast Network. This is a network of more than 70+ marketing-related or adjacent shows that are prime for companies who want to get in front of marketers. (Hit me up for details 😉)
Is MPN a huge network? No, not by any stretch, but it is targeted. And guess what, most of our listeners listen to the shows, because most of the shows are audio-only, though others have video have video too. (Entrepreneur's Enigma is one of those that does both)
What do you think? Post your thoughts in the comments below!
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That's It For This Week! Keep Rocking It!
-Seth
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