As podcasting evolves, video is emerging as a powerful entry point—especially for new listeners.
According to fresh data from Edison Research’s The Evolving Ear, 72% of new podcast listeners and 68% of longtime listeners say they first encountered a podcast through its video version, then transitioned to the audio-only format. This trend marks a significant shift in how audiences discover and engage with podcast content.
For creators and publishers, it signals a growing need to think visually, even when producing audio-first shows.
Video Podcasting Surges Among New Listeners
The Edison Research report reveals that video podcasts are now more popular than audio-only podcasts among new listeners—measured by the number of people, not time spent. While long-form audio remains strong, this shift suggests that platforms like YouTube and Spotify Video are becoming crucial discovery tools.
These platforms allow potential listeners to preview a podcast in a more passive, scrollable format—bridging the gap between short-form content habits and longer listening sessions. The implication: video can serve as both a marketing tool and a standalone medium for podcast creators.
Podcasting’s Super Bowl Surge: A Brand Opportunity
In another compelling data point, Spotify reports a major spike in podcast engagement around the Super Bowl. In 2023, sports podcast listening surged +172% ahead of the game, and more notably, +358% in the days following. While this data comes from Spotify’s own platform, it’s likely reflective of similar patterns across other major services like Apple Podcasts, YouTube, and Amazon Music.
For podcasters and advertisers alike, this reinforces the value of topical timing—producing or promoting relevant content before and after major events can unlock significant audience attention and monetization potential.
Should You Say “Super Bowl” on Your Show?
One small but important legal note: Spotify’s promotional emails refer to the Super Bowl as “The Big Game.” That’s because "Super Bowl" is a registered trademark, and under certain commercial uses—like advertising—saying “Super Bowl” without proper rights can lead to trademark concerns.
However, under U.S. law (15 U.S.C. § 1125(c)(3)(B)), media and editorial coverage (like this article or most podcasts) generally falls under fair use or nominative use, meaning you can refer to the Super Bowl by name in news or commentary. Still, if you’re monetizing or advertising around it, it's worth checking with legal counsel or opting for the safer term: “The Big Game.”
What This Means for Creators
Both trends—video as an entry point and event-based engagement spikes—highlight how modern podcasting is becoming multi-modal and behavior-driven. To stay competitive and relevant:
- Create video-first content, or at least record video versions of audio shows.
- Leverage major events (like the Super Bowl) to boost engagement and discovery.
- Distribute across multiple platforms, especially those where casual scrollers are likely to find you.
As Edison’s report hints, the way audiences consume content is still changing. Smart creators will evolve with them—not just by chasing trends, but by using them to build deeper, more durable connections with their audience.
More about video podcasts:
Staff Report
Dan Craft
Staff Report
