Audio or Video Podcasts: Which Is Better for Brands?

Scroll through any of your social media feeds, and you’re bound to come across a podcast clip. In fact, 78% of listeners today expect to see podcast content on their preferred platform. That makes one thing very clear: Podcasts don’t just sound good, they look good, too. From studio-level podcast sets on YouTube to dynamic clips on Instagram, video has become the podcast industry’s flashiest new trend. But even as visual formats gain popularity, many listeners argue that the magic of podcasting lies in the simplicity of audio. So, is video the next chapter of podcasting, or just another tool to enhance the power of audio? 

In our latest Podcast Trends Report, we unpack the great debates driving the latest podcasting trends. So, before we get into the debate of audio vs. video podcasts…

Video Adds to the Experience

In today’s digital-heavy landscape, screens are shaping the stream. Audiences like Gen Z and millennials don’t just enjoy video content, they expect it. Listeners turn to podcasts for connection—they want to feel close to the creators behind the mic (and the screen), and visual cues like body language and eye contact help build that connection. As a result, listeners who feel connected come back to podcasts for more, driving loyalty and interaction with the content in more ways than one. 

With video in the mix, SiriusXM Media podcast consumers aren’t just listening to their shows and moving on when the content is done—they’re following their favorite hosts on an average of 2.4 platforms, extending the amount of time they’re connecting and keeping up with the hosts on audio, video, and a combination of the two. And with creators big and small utilizing the power of platforms like TikTok and YouTube, discoverability is up, and the next big hit show is only one viral video clip away.  

Advertisers, consider this: 64% of audiences consume podcasts on YouTube, and 41% say podcasts allow them to connect with their favorite creators across different formats like audio, video, and social media. For brands, video does more than increase engagement and connect you with your audience, it opens the door to new revenue streams, brand engagement, and more. 

Audio Is the Heart of Podcasting

As studies have shown, video is enhancing the podcasting ecosystem, like 75% of people who say so. But for many, the magic of a podcast still lies in audio. We’ve seen that a massive 92% of SiriusXM Media podcast consumers still listen to podcasts via audio, with 53% being audio-only listeners. There’s just something special about the simplicity of a podcasting booth, a good story, and a voice in your ears offering comfort and connection. Think about it this way—somtimes when you’re watching a movie, the soundtrack can make or break the way you’re feeling in that moment. The same goes for podcasting. Without the visual cues, a listener's senses rely on audio, allowing them to feel inspired, do some world building with theatre of the mind, and immerse themselves into a universe only audio can provide.

The ease of audio is another reason listeners keep coming back. No matter what’s going on during the day, audio tends to find a role in people’s daily routines, and podcasts fit in seamlessly. Almost three in four listeners say they choose to listen to or watch podcasts based on their schedule and what they're doing. And even if they’re choosing to turn on video, 32% of people are tuning out the visual aspects and only listening.

There’s magic in audio. And with the accessibility and on-the-go nature of it, brands can continue to reach leaned-in, engaged listeners anywhere, any time. 

The Best of Both Worlds

Video isn’t surpassing audio, it’s expanding the possibilities for creators and brands alike. Creators who get it aren’t choosing one over the other, they’re strategically planning to put content where it shines best—tailoring their most clippable and relatable moments to the audiences and formats that make sense. Video podcasts bring eye-catching moments to social media that spark discoverability and sharability. And when video hooks a listener in, the audio is what keeps them there, providing an intimate, screen-free space to hear deep storytelling moments that resonate. 

Video and audio aren’t at odds, and they can work together—providing unique opportunities for brands to connect with listeners in multiple different ways, but always standing out with their own strengths. With these two paired together in podcast campaigns, brands are sure to see more touchpoints, more engagement, and more opportunity to show up everywhere their audiences are. 

The Future of Podcasts is SiriusXM Media

With the SiriusXM Podcast Network, there’s no need to debate between audio or video podcast campaigns for your brand. We provide the best of both worlds, giving you access to cross-network campaigns at scale, podcast ads that resonate on and off the screen, custom activations and partnerships with top shows, and so much more. With more hit shows in the top 20 than any other network, 70M monthly podcast listeners, and hitting the gold as the #1 podcast network for listeners 18+, this is the place to take your podcast campaign to the next level. 

At SiriusXM Media, there’s no debate—audio and video work better together. Now that that’s settled, let’s talk.

Podcasts Have Power. Read On.