"The second trend is more about audience trending: "Audiences haven't lost their appetite for narrative podcasts." This research covers a decade of data. In the most recent surveys, weekly podcast consumers said they spend 54% of their time with narrative podcasts. The findings state that video vs pure audio is a factor, but doesn't change the overall finding: "Weekly podcast listeners spend a little more time with narrative podcasts, while those who prefer audio-only spend the most." In this study, narrative podcasts are defined as: "Ones that focus on telling a story in a documentary style and often feature a host who narrates the story.""
"The first is video, which at first glance seems like broadcasting well-established news, but there is a key add-on: brand advertisers are agreeing with the importance of video, and want to see ROI measurements of ad effectiveness in video podcasts. The third trend in this study is not metrical: "There will be surprises (be prepared)" That expectation is based on surprises during 2025, namely: Smart TVs Became the 2nd Most Used Device for Podcasts with Weekly Consumers French Canadian Podcast Consumption Rebounded The News Podcast Audience Flipped Its Political Allegiance"
Video usage in podcasts is rising as brand advertisers increasingly accept video formats and seek ROI measurements of ad effectiveness in video podcasts. Weekly podcast consumers allocate 54% of their listening time to narrative podcasts, with audio-only preferrers spending the most time on narrative formats. Narrative podcasts are ones that focus on telling a story in a documentary style and often feature a host who narrates the story. Unexpected market shifts emerged in 2025, including smart TVs becoming the second most-used device for weekly podcast consumers, a rebound in French Canadian podcast consumption, and a political shift among news podcast audiences.
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