The video podcast opportunity
If you’ve been following the podcast industry with even one eye open, you’ll be aware of the fact that video in podcasting is becoming a Big Thing™️.
But it’s for good reason. Video podcast consumption is growing fast. For advertisers, that means more ways to capture attention, drive engagement, and deliver results.
Each week, millions of podcast fans in the US are not just listening, they’re watching. In fact, video podcast consumers are leading the next wave of podcast growth, especially among Gen Z and diverse audiences.
According to new Acast research conducted in March 2025, video podcasts deliver incremental reach and engagement that adds new depth to a marketers podcast campaign strategy.
Video is unlocking growth for podcasting
42% of video podcast consumers say they plan to increase the time they spend with podcasts in the next year, compared to 28% of audio-only listeners. This audience is also significantly more likely to:
- Engage with podcasters on social media
- Donate to creators or buy merch
- Pay attention to host-read ads—especially when delivered via video
That’s because video adds something extra. Facial expressions, set design, gestures, and other visual intrigue. These build rapport with fans, and amplify the powerful trust and influence podcast hosts have with their audience. In fact, three in five dual-format podcast fans — those that both listen to and watch podcasts — say host endorsements are more impactful in video.
Video podcasting is also bringing new listeners into the fold, especially younger and more diverse groups.
Gen Z podcast consumers are 28% more likely than overall to mostly or always consume podcasts in video form (Coleman Insights). There’s also rising engagement among Black and Asian listeners, offering broader reach for brands targeting inclusive audiences.
The rise and value of dual-format podcasts consumers
Dual-format podcast consumers, those who engage with both video and audio, are the most valuable segment of the podcasting audience.
These audiences are increasingly turning to YouTube to consume podcasts, with 55% of people watching on the platform in 2025, rising from 44% in 2023.
They’re more likely to:
- Say their favorite podcasters feel like their friends (109 index vs. listeners overall)
- Make a purchase because of a podcast ad (107 index vs. listeners overall)
- Watch or listen to half or more of the ads they’re served (121 index vs. listeners overall)
This combination of attention, intent, and action creates a uniquely high-value environment for advertisers.
What this means for your media strategy
If your podcast advertising is still audio-only, you could be missing a huge opportunity.
Our research shows that adding video and audio podcasts to your campaign delivers incremental reach, including:
- 11% on cable TV buys
- 10% on radio buys
- 7% on Meta buys
- 6% on streaming music services buys
Adding video to your podcast campaign doesn’t just increase reach—it creates new storytelling moments and multiplies impact across key metrics.
Whether you’re launching a new product, building brand equity, or driving performance, video podcasting helps your message land with more focus, more influence, and more action.
Acast makes it easy to activate
Want help getting started? Acast can help extend your existing creative into video podcast placements that drive real results.
With Acast, advertisers can now activate cross-platform sponsorships that deliver host-read ads across both audio episodes and their video counterparts on YouTube, without reworking their core campaign.
This dual-format execution taps into two distinct audience mindsets. Audio listeners often tune in while multitasking, while video viewers are more visually engaged and emotionally connected to podcast hosts.
Whether you’re looking to extend an existing audio buy or create a custom sponsorship from scratch, Acast helps your message land—wherever your audience listens or watches.
Studies conducted in March 2025 using OnePulse. Data reflects US consumers. N=450 per study.
If you’ve been following the podcast industry with even one eye open, you’ll be aware of the fact that video in podcasting is becoming a Big Thing™️.
But it’s for good reason. Video podcast consumption is growing fast. For advertisers, that means more ways to capture attention, drive engagement, and deliver results.
Each week, millions of podcast fans in the US are not just listening, they’re watching. In fact, video podcast consumers are leading the next wave of podcast growth, especially among Gen Z and diverse audiences.
According to new Acast research conducted in March 2025, video podcasts deliver incremental reach and engagement that adds new depth to a marketers podcast campaign strategy.
Video is unlocking growth for podcasting
42% of video podcast consumers say they plan to increase the time they spend with podcasts in the next year, compared to 28% of audio-only listeners. This audience is also significantly more likely to:
- Engage with podcasters on social media
- Donate to creators or buy merch
- Pay attention to host-read ads—especially when delivered via video
That’s because video adds something extra. Facial expressions, set design, gestures, and other visual intrigue. These build rapport with fans, and amplify the powerful trust and influence podcast hosts have with their audience. In fact, three in five dual-format podcast fans — those that both listen to and watch podcasts — say host endorsements are more impactful in video.
Video podcasting is also bringing new listeners into the fold, especially younger and more diverse groups.
Gen Z podcast consumers are 28% more likely than overall to mostly or always consume podcasts in video form (Coleman Insights). There’s also rising engagement among Black and Asian listeners, offering broader reach for brands targeting inclusive audiences.
The rise and value of dual-format podcasts consumers
Dual-format podcast consumers, those who engage with both video and audio, are the most valuable segment of the podcasting audience.
These audiences are increasingly turning to YouTube to consume podcasts, with 55% of people watching on the platform in 2025, rising from 44% in 2023.
They’re more likely to:
- Say their favorite podcasters feel like their friends (109 index vs. listeners overall)
- Make a purchase because of a podcast ad (107 index vs. listeners overall)
- Watch or listen to half or more of the ads they’re served (121 index vs. listeners overall)
This combination of attention, intent, and action creates a uniquely high-value environment for advertisers.
What this means for your media strategy
If your podcast advertising is still audio-only, you could be missing a huge opportunity.
Our research shows that adding video and audio podcasts to your campaign delivers incremental reach, including:
- 11% on cable TV buys
- 10% on radio buys
- 7% on Meta buys
- 6% on streaming music services buys
Adding video to your podcast campaign doesn’t just increase reach—it creates new storytelling moments and multiplies impact across key metrics.
Whether you’re launching a new product, building brand equity, or driving performance, video podcasting helps your message land with more focus, more influence, and more action.
Acast makes it easy to activate
Want help getting started? Acast can help extend your existing creative into video podcast placements that drive real results.
With Acast, advertisers can now activate cross-platform sponsorships that deliver host-read ads across both audio episodes and their video counterparts on YouTube, without reworking their core campaign.
This dual-format execution taps into two distinct audience mindsets. Audio listeners often tune in while multitasking, while video viewers are more visually engaged and emotionally connected to podcast hosts.
Whether you’re looking to extend an existing audio buy or create a custom sponsorship from scratch, Acast helps your message land—wherever your audience listens or watches.
Studies conducted in March 2025 using OnePulse. Data reflects US consumers. N=450 per study.
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