Audio or Video? The Truth About Podcast Myths

The conversation around podcast audiences is often framed as a choice: audio listeners or video viewers? But new findings from the second iteration of The Podcast Landscape from Sounds Profitable, conducted by Signal Hill Insights with support from research partners like SiriusXM Media, challenge that notion. Based on a nationally representative sample of over 5K Americans ages 18 or older, the study explores how podcast audience behaviors, preferences, and consumption habits are evolving. 

The data reveals that the boundaries between sound and screen are dissolving, and audiences are defining what “podcasting” means on their own terms. The idea that podcasts are simply an audio medium, or that video podcasts are taking over at audio’s expense, is no longer true. In reality, these formats don’t compete; they complement each other. The data makes one thing clear: Podcasts aren’t an either/or world anymore, and our audience insights prove just that.

Let’s break down the biggest podcast myths—and see what the numbers really say.

Myth #1: “Podcasts Are Just for Listening”

Once upon a time, that might have been true. But podcasters are transforming podcasts into multimedia experiences, and audience consumption is following suit. Over seven in 10 (71%) reported that they consumed a podcast in the past week, and not just through headphones or a speaker. In fact, 57% have watched a video version of a podcast in the past week, and 85% have done so within the past 30 days.

Even more telling, 53% of our podcast consumers said that more than half of their podcast time last week was spent watching video formats rather than listening to audio-only formats. Podcast consumption is no longer confined to the daily commute, household chores, or workout; it’s happening on the living room TV, laptop, and phone. 

However, audiences aren’t abandoning audio, they’re building on it. The essence of podcasting still holds true—authenticity, intimacy, and storytelling. A medium that once lived purely in sound has evolved into a visual world, creating a hybrid experience, one that blends the intimacy of voice with the trusted faces that deepen the sense of connection and storytelling. Viewers want to see the expressions and energy that turn a good conversation into a shared experience. The rise of video podcasts hasn’t killed the intimacy of audio—it has amplified it.

Myth #2: “Video Is Stealing Listeners from Audio”

It’s tempting to think that video podcasts are cannibalizing traditional audio listening, but the consumption habits of SiriusXM Media’s audience show the opposite. In truth, both formats are thriving. Nearly half of our consumers (49%) say they’re spending more time with podcasts overall than they did a year ago, outpacing their time spent with other audio platforms.

Our audience hasn’t replaced audio with video; they’ve layered one on top of the other. When it comes to podcast consumption, 28% of our audience uses different platforms depending on their circumstances (e.g., location, device, activity, etc).   A listener might start a video podcast on YouTube, continue it as audio while commuting, and finish it later on their phone. In other words, podcast consumption isn’t linear—it’s dynamic—reflecting how today’s audiences flow effortlessly between formats and platforms.

Still, audio remains the backbone of this engagement, offering flexibility and mobility, while video extends reach and deepens social engagement. Combined, they’ve turned podcasts into one of the most visible, ubiquitous, and shareable forms of media today. 

Myth #3: “People Don’t Spend That Much Time with Podcasts”

Podcasts are not passive background noise. As it turns out, they are a major time investment. Among our podcast consumers, 39% spent over six hours watching or listening to podcasts in the past week, and one in four spent 10+ hours. On average, our podcast consumers engage with podcasts for 6.8 hours weekly. Historically, this level of commitment belonged to TV. Even more telling, this audience doesn’t just stick to one show—they regularly consume nearly four (3.7) different titles on average. This pattern reveals not only sustained engagement but also deep loyalty for the medium.

The belief that people tune in briefly or casually is a myth. In fact, podcast consumers have made this channel a core part of their daily routine, with 65% reporting they have a routine of listening to or watching the same shows each week and 61% saying they never miss an episode of their favorite podcast. Again, this is the same kind of habitual behavior once seen at the height of traditional TV. 

Myth #4: “Podcasts Are Just About Entertainment”

While entertainment remains central to podcasting and media as a whole, our podcast consumers reveal that podcasts serve a much broader purpose. Podcasts embody connection, and here’s how.

The human voice creates a sense of presence and comfort, and for many, podcasts have replaced terrestrial radio as the soundscape of their day. This shift is clear—our podcast consumers are spending 27% less time with AM/FM broadcast radio compared to a year ago and 49% more time with podcasts. The medium has evolved into something audiences can watch, share, and connect with. Simply put, podcasts have become a familiar companion, present in the moments that fill everyday life. 

Myth #5: “Podcast Discovery Is Hard”

There’s a perception that podcasts are hard to find and navigate or that the landscape feels crowded and a bit overwhelming. And yes, there are many platforms, apps, shows, and topics to choose from. But that’s no different from streaming video, where the abundance of choice hasn’t stopped audiences from finding content they love. In fact, the numbers show that consumers are anything but lost. Among our podcast consumers, 80% say they’ve actively searched for a new podcast within the past month, and 81% found it easy to discover one that interested them. Rather than being deterred by choice, consumers use it as an opportunity to discover something new, and they’re leaning into trusted sources for recommendations. 

Word-of-mouth remains the gold standard for discovery: 80% of our podcast consumers both recommend podcasts to others and receive recommendations from friends and family, while 87% of them say they’re likely to check out a show suggested by someone in their circle. But social media as a discovery source isn’t far behind, led by YouTube (64%), followed by TikTok and Facebook (each at 41%), and Instagram (39%). Far from being hard to find, podcasts are now woven into the social and digital spaces people already inhabit every day. All in all, it’s no surprise that podcast discovery has become a shared experience, one fueled by conversation, curiosity, and community.

The Truth: It’s Not Audio or Video—It’s Both 

The biggest myth of all may be the idea that we have to choose between listening and watching. The reality is that podcasts are no longer defined by their delivery format, but by their ability to connect people to stories, ideas, and voices that matter. Our podcast consumers prove that this channel isn’t straying from its roots, and the future of podcasting isn’t a debate between sound and screen. It’s a collaboration between both, and that’s what makes this medium more powerful, accessible, and engaging than ever before. 

Whether listeners are choosing audio or video, what keeps them coming back is the same: authenticity, intimacy, and community. If you’re ready to explore what the SiriusXM Podcast Network has to offer, let’s talk. 

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