It may not be the first device that comes to mind when you think of podcasting, but smart TVs are quietly carving out a space in the podcast consumption landscape. According to Tom Webster in “The Smart TV Factor: What Growing Connected TV Listening Means for Podcasting,” 8% of podcast listeners now primarily use a smart TV to tune in. That may seem like a small number—but it’s significant enough to warrant a closer look at who these users are and how podcasting can evolve to meet them where they are.
Who Are the Smart TV Podcast Users?
You might assume that this group consists primarily of video-first consumers, riding the wave of the podcast-to-YouTube migration. However, Webster’s research reveals something more nuanced. Among smart TV-first podcast listeners:
- 39% usually expect podcasts to be audio, but are okay with video
- 26% are open to either format from the start
In other words, smart TV users aren’t necessarily video absolutists. They’re media pragmatists—using the screen in front of them, whether it’s for visuals or just audio. Webster puts it well: “Smart TV podcast users aren’t necessarily video absolutists. Rather, they’re pragmatists who use whatever screen happens to be in front of them at the time.” This shift is especially relevant in households where the smart TV has replaced not just the traditional television, but also the computer or tablet as the primary media hub. In these homes, the smart TV isn’t just for Netflix marathons—it’s for podcasts too.
Podcasting continues to evolve beyond earbuds and car stereos. The smart TV may not have been part of the original podcasting blueprint, but it’s clearly becoming a piece of the picture—especially as households increasingly turn to them as their central media device.For creators and platforms alike, the key is to remain adaptable. Your audience may still be listening—but they’re listening in new places, in new ways, and on a much bigger screen.
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