The 2025 State of Video Podcasts

Paige Peterson
February 17, 2025
The 2025 State of Video Podcasts

This is our first-ever annual report, sharing our video podcast research insights and hard-won experience to maximize the success of your video podcast strategy.

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Why should you listen to us? 

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We’re Sweet Fish, producers of over 350+ remarkable podcasts, across 10,000 episodes and 22M downloads and counting. We’re the proud team behind Creator House, our one-of-a-kind multimedia production studio in Orlando, and we’re growing our own video podcast — B2B Growth.

For this report, we didn’t hold back:

  • Deep dove on 150 top-ranking podcasts to uncover what’s working (and what’s not) in the industry.
  • Listened to over 100 hours of top-ranked video podcasts.
  • Polled 200+ of today’s top business podcast experts on their POV.
  • Wrote a 50-page report (!) and then edited it to 20 pages of hard-hitting insights.
  • Consumed no less than 150 cups of coffee. 

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Have questions, comments, or feedback? We’d love to hear it! 

  • Message us at marketing@sweetfishmedia.com
  • Subscribe to our newsletter
  • Want the full report to download? Find it here.

In this report, we’ll cover: 

[#executive] [#executive]

Executive Summary

We analyzed…

The top 150 podcasts across the “Overall” and “Business” categories from Chartable. The top 75 in the “Overall” category, and the top 75 in the “Business” category.

Key Statistics: 

  • The number of video podcasts in the top 30 of podcast charts has doubled year-over-year since 2022. Now, podcasts without video struggle to break into the top ranks.
  • YouTube is now the #1 podcast discoverability platform.
  • Only 17% of current podcasters record video — fewer post their content regularly. 
  • 61% in the Top 150 podcasts we studied post video regularly (at least one video for every podcast episode recorded).
  • In the top 150 shows we studied, only a single branded podcast (produced to drive awareness for the company) has cracked the 500,000 subscriber mark on YouTube.
  • No single show grew past 1M subscribers on YouTube without regular posting.

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Major Takeaways: 

Platforms:

  1. YouTube is now the #1 podcast discoverability platform… but most podcasters haven’t jumped on board just yet.
  2. Spotify now has over 250,000 video podcasts (more than double from last year).

Marketing & Growth:

  1. Consistent video posting is, by far, the leading indicator of audience growth.
  2. A social strategy including regular short clips is the most effective marketing tool for video podcasters.
  3. Search intent still wins when it comes to gaining new listeners — 40% of new podcasts are discovered via the search bar on individual podcast streaming platforms. 
  4. You only need 30 views to crack the top 50% of podcasts… and 1,100 to make it in the top 5%.
  5. People follow people, not brands — in the top 150 shows that we studied, only a single branded podcast has cracked the 500,000 subscriber mark on YouTube, while the other categorizations win significantly more audience growth.

Audience:

  1. Regular podcast listeners are educated, employed, and receptive with nearly half using podcasts to inform purchasing decisions.
  2. Podcasting growth is a trend spanning languages, cultures, and countries (big opportunity: translation AI).
  3. Today, 59% of people report listening to podcasts while doing something else. 
  4. More than 70% of viewers watch video podcasts in the foreground, meaning your show earns more mental real estate than audio-only shows. 

Format & Style:

  1. Interview-style content is holding most podcasts back…
  2. 76% of businesses create podcasts with the primary goal of brand awareness or thought leadership, yet 65% of respondents from the same survey create interview-style shows (aka shows that position the guest as the thought leader).
  3. According to our research, storytelling, narrative shows, or co-hosted commentary are driving the winners ahead.
  4. Personality-led shows are the key for building audience engagement and sustained growth based on our audience analysis of the top 150 podcasts.

Challenges: 

  1. DISCOVERABILITY: The biggest challenge to be faced by podcasters in the coming year according to our polls.
  2. Other major challenges include audience engagement and technical requirements (like equipment, professional recording spaces, and bandwidth). 

Opportunities:

  1. Our polls revealed video podcasters see the greatest opportunity in niche audience targeting. 
  2. Video-first growth potential and new monetization opportunities are also promising.

The future of video podcasting: 

  1. Our top 4 predictions for 2025 (you’ll want to see these). 

[#market] [#market]

Podcast Market Overview

Market size and growth: 

Since the late 2010s, podcasting has exploded — and it’s not slowing down.

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Key Stats:

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Listenership is not just growing, it’s deepening. People who listen to podcasts are increasingly investing more of their audio consumption in podcasts.

[#rise] [#rise]

The Rise of Video Podcasting

As the market grows, traditional audio-only podcasts are dwindling. Turns out, people want video. 

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Why video? 

  • 32% of all podcast listeners in the US prefer those with video. 
  • For regular listeners, 46% prefer video with their audio. 
  • More than 70% of viewers watch video podcasts in the foreground.

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In short… adding video to your podcast helps you connect with your audience and gives you a greater hold on their attention — that’s the goal of content marketing, right?

The business perspective

Video can enhance any of your content. 

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Key stats:

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But what about video podcasts?

  • 60% of companies incorporated video to strengthen audience connection. 
  • 40% added video to increase discoverability (more on this later). 

Let’s break down the audience numbers a little further…

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  • On Spotify, 1 in 3 active monthly users in the US engage with video on the platform
  • Globally, that number is 1 in 4. 

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When we dive into other streaming platforms — like YouTube — the audience base exponentially increases. 

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And this number is quickly multiplying across all platforms.

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  • Regular monthly video podcast viewers have grown 40% year-over-year.
  • Video podcasts available across platforms have seen 70% year-over-year growth.

Audience grows, but adoption lags behind

Despite the numbers, video podcasting is still a relatively new space, with audio-only podcasts still far exceeding those with video elements. 

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Key Stats:

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Video podcasting isn’t slowing: Diving into our original analysis

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We found that 26 of the top 30 offered full-length videos of their episodes.

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Here’s a little visual to show just how much video podcast popularity has grown in the last 2 years. 

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Our research revealed the following for the top 150 podcasts in the Business and Overall categories: 

  • 61.7% posted episodes with video regularly. 
  • 12.8% posted audio over a still image or waveform animation.
  • 18.1% had no video available. 
  • 2.7% offered regular video and shared teaser clips but required paid access.
  • 3.4% shared videos irregularly (not available for most episodes). 
  • 1.3% offered gated access to video with no accessible clips outside of their communities.

Growth around the globe

Podcasting growth is a trend spanning languages, cultures, and country lines. 

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Key Stats:

  • 60% of podcast listenership is English-speaking. 
  • 11.73% is Spanish speaking. 
  • 6.94% listen in Portuguese.
  • Indonesian, German, French, Chinese, Italian, Japanese, and Hindi each account for the rest of the podcasting market, with less than 5% market share each. 

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When it comes to the percentages of the population who tune in regularly (more than one hour weekly) outside the US, here is a breakdown from 2024: 

  • Indonesia: 57%
  • Thailand: 52%
  • India: 47%
  • Romania: 47%
  • Vietnam: 47%
  • Philippines: 43%
  • Spain: 41%
  • Sweden:  41% 
  • Taiwan: 40%
  • China: 38%
  • Australia: 37%
  • Ireland: 37%
  • Malaysia: 36%
  • Poland: 36%
  • Hong Kong: 33%
  • Singapore: 31%
  • Japan: 10%

[#audience] [#audience]

Audience Insights

How old are today’s listeners?

With growing listenership worldwide, who exactly is tuning in? 

On a global scale:

  • 47% of regular podcast listeners are aged 12-34. 
  • 33% are 35 to 54.
  • 20% are over age 55.

Percentage of listeners in each age group in the US: 

  • 50% of people between the ages 12 and 34 listen regularly.
  • 43% of people between the ages 35 and 54.
  • 22% of people over the age of 55.

And guess what? Younger listeners are growing… and they want video.

84% of GenZ have discovered new brands on YouTube — and they aren’t staying there. They follow their favorite discovered brands on other social media and streaming platforms. 

Podcast listener gender breakdown: 

Gender breakdown in 2024: 

  • United States: 56% male, 44% female
  • United Kingdom: 53% male, 47% female
  • Australia: 56% male, 44% female
  • Canada: 54% male, 46% female

What’s the average income of today’s podcast listeners? 

Advertisers, tune in. Podcast audiences are educated, employed, entrepreneurial, and ready to buy. 

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Key Stats:

  • In 2019, 51% of monthly podcast listeners had a full-time job. 
  • Of these, 17% had an annual household income between $100k and $150k
  • 28% have obtained a college degree. 

And the percentage of educated listeners with a steady stream of income is growing.

  • In 2024, 49% of podcast listeners in the US now have a college degree  
  • 56% of monthly listeners have a household income of more than $75k annually.

And listeners aren’t just clocking in a normal 9-5. Most have multiple streams of income — this is especially true for heavy podcast listeners (those who listen to at least 6 hours a week). 

  • Over 50% of heavy podcast listeners (6+ hours listened weekly) report having a side hustle.
  • For those aged 18-34, 60% report having a side hustle. 
  • Listeners who identify as male are more likely to have multiple income streams.
  • Those who prefer video podcasting over traditional audio-only are statistically more likely to have multiple income streams. 

46% of weekly podcast listeners have reported making a purchase due to something they heard on a podcast — whether via an ad, content, or otherwise.

[#psych] [#psych]

Psychographics: How people listen to podcasts

Today, 59% of people report listening to podcasts while doing something else. 

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What else, you may ask? 

  • 32% report listening while commuting or traveling.
  • 59% of listeners report listening at home. 

Device preference: Mobile devices still win

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Want to know exactly how listeners are tuning in? These are the top 10 podcast listening devices as of Summer 2024: 

  1. Apple iPhone – 62.1% 
  2. Android Phone – 22.8% 
  3. Windows Computer – 6.8%
  4. Unknown Device – 4.1%
  5. Apple Computer – 1.6%
  6. Apple iPad – 1%
  7. Amazon Smart Speaker – 0.6%
  8. Unknown Smart TV – 0.4%
  9. Unknown Computer – 0.2%
  10. Android Tablet – 0.2%

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How people discover new podcasts

So you’ve got a great podcast… now what? Time to get it in front of listeners. But podcasters worldwide have realized this is usually easier said than done. 

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40% of new podcasts are discovered via the search bar on individual podcast streaming platforms. 

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Search intent still comes out on top when it comes to gaining new listeners. 

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Other ways people report discovering new podcasts include: 

  • Directly asking peers who have the same interests (18.3%).
  • Social media and online communities (15.2%).
  • Google search (13.6%). 
  • Podcast ranking charts (13%).

But, video podcasting shakes things up.

  • Of all regular podcast consumers, one-third of listeners discovered new video podcasts on YouTube.
  • For Gen Z listeners, that number skyrockets to 84%.
  • 56% of listeners who discover your brand on YouTube move to consume your content on other platforms

Engagement Metrics: 

While discoverability can be a challenge in podcasting, there’s good news—

  • Once you attract a listener, they’re likely to stick around for future episodes and explore your old content. 
  • Podcast listeners are loyal — 71% tune in to listen to a new episode within 24 hours of publication. 

How many listeners do you need to crack into the top-ranking charts?

Turns out, not as many as you may expect. 

The average podcast listens per episode as of June 2024 are:  

  • Top 1% of Podcasts > 4,824
  • Top 5% of Podcasts > 1,101
  • Top 10% of Podcasts > 471
  • Top 25% of Podcasts > 114
  • Top 50% of Podcasts > 30

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Simply put, to make it into the top 50% of podcasts, you only need 30 views per episode. We’ll break down how to get there (and far beyond) later in this report. 

[#content] [#content]

Content Trends

As of 2024, the top-performing podcasts are classified and ranked within these categories: 

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  1. Comedy
  2. Society & Culture
  3. News
  4. True Crime
  5. Sports
  6. Business
  7. Arts 
  8. History
  9. Religion & Spirituality
  10. Education 
  11. Health & Fitness
  12. TV & Film
  13. Music
  14. Science 
  15.  Technology
  16. Fiction
  17. Leisure
  18. Kids & Family
  19. Government 

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Which formats are successful podcasts using? 

We classified each of the top 150 shows we analyzed within one of the following formats: 

Interviews:  The classic Q&A style where one or more hosts interview a guest in a classic Q&A style. To be truly interview-based, the guest is highlighted as the thought leader. (Co)Host(s) typically don’t provide deep personal discourse. 

Monologue: Solo podcast where a single host speaks directly to the audience, primarily without any co-hosts or guests. 

News/Trends: Focuses on delivering current news, analysis, and discussions about recent events or emerging trends across various topics; including politics, technology, and culture. Can be solo, have multiple hosts, or include occasional guests.

Storytelling: This category includes documentary-style storytelling and incorporates co-hosted banter diving into personal stories of themselves and others.

  

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When we combine the Top 75 in Business and Top 75 Overall categories, something interesting happens… storytelling crashes to be the least popular podcast format, with interviews and monologues pulling ahead. 

But what’s the most popular format for non-business top-ranking podcasts? That’s right — storytelling. By a long shot.

You can be successful with any format. However, some formats find success easier (and at a greater scale) than others. 

While a few exceptions exist (think celebrity podcasts), interview-style shows struggle to hit the same growth metrics as other show formats. 

Who is behind today’s most popular podcasts? 

In our research, we categorized the top-ranking podcasts into one of the following categories: 

  • Media Brand — a show typically run by a media company that’s driven by the premise of the show more than the host(s). Essentially, the host(s) could be replaced and the show would still work.
  • Personal Brand — shows that could be run by media companies or independent creators, where the show is driven by the unique insights and personality of the host(s).
  • Branded Podcast — a show produced to drive brand awareness for the company producing it. This type of show is driven by a compelling premise and/or host(s) personality.

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Here’s what we found:

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Within these categories, there’s a BIG difference in subscriber potential, based on YouTube subscriber numbers. 

Branded podcasts don’t just struggle to enter the charts, they also struggle to grow significant subscriber bases when compared to media and personal brands. 

Let’s zoom in…

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In the top 150, only a single branded podcast has cracked the 500,000 subscriber mark, while other categorizations far exceed 500,000 subscribers. 

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People like to follow people, not brands. 

Show Hosting 

One powerful way you can shift your branded podcast to include more personality (and see the growth benefits of media and personal brands) is to re-think how your show is hosted. 

Co-hosted commentary is growing in popularity, with those outside the business category adapting at a quicker rate (what’s new?). 

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[#platform] [#platform]

 Platform Analysis

Here’s what the market share for podcast consumption looks like in 2024: 

  • YouTube: 33%
  • Spotify: 24%
  • Apple: 12% 
  • Pandora: 7%
  • Amazon: 6%

YouTube surpasses all podcast streaming platforms in 2024 

A brief timeline: 

2021: YouTube was the third most popular podcast destination.

2022: YouTube ties Spotify.

2024: YouTube officially takes the #1 preferred streaming platform title. 

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YouTube is now the preferred streaming platform for: 

  • Heavy listeners (6+ hours a week)
  • Newcomers (started listening within the last year)
  • Pioneers (started listening 4+ years ago)

Are today’s top podcasts on YouTube? 

We’ve already shared the massive growth of video podcasts entering the ranks of the top 30.

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Hint, hint: Remember this chart? 

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In our analysis, we found that of the top 150 podcasts:

  • 61.7% released episodes as full-length videos regularly.
  • 18.1% had no video component.
  • 12.8% released audio over still image videos.
  • 3.4% released videos occasionally.
  • 2.7% offered some videos on YouTube with the remainder gated behind a paywall.
  • 1.3% released videos entirely behind paywalls.

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Of these shows, 85.4% posted video regularly — meaning, at minimum, a full-length video for every podcast episode. 

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We found this regular posting cadence was perhaps the most important factor driving subscriber growth. 

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Those that don’t post video elements regularly struggle to grow a significant following. 

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Let’s zoom in for a better look.

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Of these top 150 podcasts, there was not a single show to gain over a million subscribers while posting irregularly. 

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Regular posting is essential for YouTube success and follower growth. 

[#monetization] [#monetization]

Monetization and Revenue

Most often, podcasters choose multiple monetization methods to maximize profit. 

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Key industry stats:

  • 2021: Podcasting becomes a billion-dollar industry.
  • 2023: Revenue reached $2.3 billion in the US alone.
  • 2024: Revenue expected to hit the $4 billion mark.
  • Podcast-specific ad revenue increased by 26% (double overall digital ad growth).
  • 70% of ad revenue comes from podcasts published weekly and biweekly.

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Ads can be broken down into three main categories: host-read, announcer-read, and brand or agency-read. Of these categories, podcast ad revenue is divided like this: 

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  • Host-read ads (55%)
  • Announcer-read ads (40%)
  • Brand or Agency-read ads (3%)

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The other popular monetization strategies include: 

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  • Sponsorships
  • Affiliate marketing
  • Premium content
  • Merchandise sales
  • Live events and tours
  • Donations or crowdfunding 
  • Courses, coaching, and cohorts
  • Syndication
  • Selling repurposed content
  • Joining advertising networks

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Our research reveals that 53% of the top-ranking podcasts monetize through a paid community.

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Who buys ads and sponsorships? 

Finding a podcast partner who has already tapped into your ideal audience is vital (or from the podcaster’s perspective — finding someone who wants to connect with your audience). 

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Over the past year, the top podcast advertisers included companies like Betterhelp, Amazon, Macy’s, Capital One, ZipRecruiter, Squarespace, and MeUndies. 

[#marketing-strategies] [#marketing-strategies]

Marketing Strategies

To grow your podcast, you have to extend your marketing efforts beyond search discoverability. 

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The most popular strategies include long and short-form clip distribution on social media, newsletters, cross-promotion on other shows, and additional creative content like animated clips. 

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Let’s break down a few examples…

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Serial: This true crime podcast uses Twitter to share behind-the-scenes content and teasers. The creators behind the podcast engage with followers and focus on platform-specific virality to encourage audience members to consume the full episode. 

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The Joe Rogan Experience: Perhaps one of the most well-known podcasts has mastered the art of clips. By pulling 10-20 minute clips from each episode to share on YouTube, Rogan’s team can select the most compelling content from a 3-hour interview to bring in a larger audience. 

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Pod Save America: By consistently hosting and featuring politicians and celebrities, this podcast has expanded its reach and relevance to greater numbers. 

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Freakonomics: Leaning on traditional SEO and searchability, podcast episode titles and descriptions are tailored to maximize in-app discoverability. 

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My Favorite Murder: Another true crime podcast that tops the chart is well-known for its live events, selling out venues, and cultivating a dedicated fanbase. 

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This Past Weekend w/ Theo Von: Using short social clips, this show has reached audience views and interactions in the tens of thousands. These shorts clip the best, most engaging parts of the conversation to drive engagement across YouTube Shorts, Instagram, and Facebook.

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Office Ladies: While this show doesn’t provide video content, they have partnered with Comedy Central to create animated versions of the conversations, often in an animated “The Office” set garnering hundreds of thousands of YouTube views. 

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On Purpose with Jay Shetty: In addition to his podcast, Shetty shares a weekly newsletter to “elevate lives,” often encouraging readers to listen to the show. 

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Leveraging shorts for optimal growth

Key stats:

  • Video podcasters report YouTube is their largest growth driver.
  • 54% reported using shorts across other social channels.

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Of the podcasts that also included video: 

  • 71.5% posted both long and short-form content regularly. 
  • 13% posted a still image with audio clips as short-form content.
  • 4.9% only posted short-form videos regularly, driving viewers to audio-only podcast streaming.

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Those that use both long and short-form content have the best chance of maximizing growth. 

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Newsletters

Newsletters offer creators the opportunity to have a direct link to each of their listeners… And today’s top podcasts are taking advantage of the opportunity. 

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While useful for building better relationships with your audience, including creating the opportunity for 1:1 direct correspondence, this email list is also something podcast creators can use to share offers and convert listeners to customers. 

[#tech-dev] [#tech-dev]

Technological Developments

Production tools

While the bar to entry is lower, it is still recommended that creators invest in production tools that allow for high-quality production for optimal growth and performance. 

  • Tools like Riverside.fm and Zencastr now offer 4K video recording capabilities for remote and in-person recordings.
  • Software like Descript now uses AI to streamline the editing process.

Distribution

  • Multi-platform publishing services like Headliner and Repurpose.io increase efficiency
  • Publishing services automatically share across multiple platforms.
  • YouTube and other platforms provide in-app tools for platform-specific optimization and discoverability.
  • Dynamic ad insertion technology allows for the targeted placement of video ads, even after publication.

Analytics and metrics

  • Tools like Chartable and Podtrac allow for cross-platform, comprehensive analytics. 
  • Video engagement metrics have become far more detailed.
  • Advanced attribution tracking models continue to evolve.

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With these developments, creators can design agile content strategies that adapt as their audience does, creating a perfect recipe for increasing viewer retention (and potential conversion). 

[#top] [#top]

Challenges and Opportunities

With video podcasting on an upward trajectory, those jumping into the space face several challenges and opportunities. 

Challenges

We asked what people believed to be the biggest challenge podcasters will face in the coming year. 

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Discoverability came out on top. 

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The Solution: Podcasters need to start using YouTube for discoverability. If the majority of shows at the top of the charts are doing it, why wouldn’t you? YouTube is the place to be for finding new listeners. 

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The Challenge: Equipment, Storage, and Bandwidth.

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The Solution: To save time and overcome skill gaps (while keeping quality high), many podcasters will need to work with partners to leverage professional studios, editing, and content repurposing. 

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The Challenge: Audience engagement. 

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The Solution: Podcasters must lean into visual storytelling skills and build a strong on-camera presence, paying attention to body language and charisma. Having fantastic on-air talent is more important than ever.

Opportunities

The #1 opportunity according to marketers in the space — niche audience targeting. 

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It might not be realistic to start a video podcast in 2024 and grow to millions of subscribers. But becoming the #1 podcast for HR executives is still VERY doable. 

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Video podcasts are a great way to maximize reach (and build affinity) in niche corners of the internet. 

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For B2B brands with a podcast, use LinkedIn Thought Leader Ads to promote clips of your show through the personal profiles of your host(s) to your target accounts. Instead of just hoping that your potential buyers see your content, use paid media to guarantee they see it.

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Opportunity #2: Video-first growth potential. 

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With over 2.49 billion monthly users (47% of the global internet population), publishing your video podcast to YouTube drastically expands your potential reach. 

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The video-first approach facilitates cross-platform audience growth and can help podcasts break into international markets and cross-generational audiences through storytelling that can resonate on a universal level. 

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Opportunity #3: New monetization avenues.

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Podcasters don’t have to rely on reading ads. Emerging monetization avenues include: 

  • Visuals and product placements.
  • Interactive Shoppable video content.
  • E-commerce integration. 
  • Tiered subscription models.

[#future] [#future]

The Future of Video Podcasting

Our predictions for 2025: 

  1. Video podcasting will continue to grow quickly.
  2. Co-hosted commentary shows will take over (while interview-based shows die out).
  3. In-person recordings and events will increase. 
  4. Businesses will embrace personality-led shows and social content.

Prediction 1: Video podcasting will continue to grow

As viewers continue to demand more video and the ROI continues to be there, more marketers will enter the space quickly. 

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68% of marketers without video content for their podcasts planned to do so in 2024.

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We predict we will see a continued acceleration of video in the podcasting world and improved quality across the board as video podcasters compete with highly engaging YouTube content. 

Prediction 2: The rise of co-hosted commentary shows (and the fall of interviews)

Interview-based shows work great when you can consistently get celebrities and high-profile guests. They work even better when you have an already established show with a significant subscriber base.

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But this format doesn’t work so well for… basically anybody else. 

Prediction 3: More in-person recordings

After a quick transition to remote-only events and meetings, people are gravitating back to in-person meet-ups. In-person recorded video podcasts will reign supreme because: 

  • Recording quality: In-person footage capture tends to be much higher quality than remote
  • Chemistry & energy: In-person conversations tend to flow easier
  • Better performance: According to Ryan Holiday, host of Daily Stoic, podcast clips perform 40-50% better when recorded in person.

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To match this need, we expect to see an increase of recordings in studios designed for maximizing video podcast performance, like our original Creator House. 

Prediction 4: The rise of creator-led shows and social content for businesses 

Co-hosted commentary has the highest potential for building audience affinity with your brand… unless you have an A-list celebrity ready to become your show’s host. 

This approach won’t be limited to full-length podcast recordings either — we’re going to see an uptick of social media content from these creators (whether it be short-form clips pulled from episodes or other creative types of content). 

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