The definition of a podcast has become less rigid in recent years. What was once understood almost universally as an audio-first experience is now showing up in visual feeds, YouTube searches, and TikTok clips. But as the industry debates what a podcast should be, it’s worth asking: what does the audience actually think?
Emerging research, including listener surveys from Sounds Profitable, reveals that audience expectations haven’t shifted quite as far as headlines suggest. While video has made a noticeable entrance into the podcasting world, audio continues to hold a strong place in how people engage with content. And more importantly, listeners aren’t asking for a replacement; they’re asking for choice.
Audio Still Leads, Even in a Visual World
Despite video’s rising presence in the podcast ecosystem, most consumers still associate podcasting with audio. Many rely on it for companionship during commutes, chores, or workouts, moments when watching a screen isn’t an option. Even as platforms push for more video-based content, audio remains the format that best fits into the rhythm of daily life.
This aligns with usage patterns seen in recent studies. When asked how they consume podcasts, the majority of respondents report listening rather than watching. The gap between perception and usage is important. Just because more podcasts are available in video format doesn’t mean the core behavior of the audience has fundamentally changed.
The Rise of Format Flexibility
Where things are shifting, however, is in expectations. Audiences aren’t rejecting video, but they aren’t demanding it either. What they increasingly want is flexibility, the ability to engage with content in whichever way suits their moment. A podcast episode that is available in both formats meets that expectation without asking the listener to adapt to a single mode.
This is especially important for creators who are thinking about growth. Offering both audio and video doesn’t just extend reach across more platforms. It also increases the number of opportunities for the same listener to engage with your content, once on a lunch break through a video, and again on a drive home through audio. Each format supports the other.
Creators Shouldn’t Think in Absolutes
The debate over what a podcast “should” be—audio-only or video-first—misses the point. It’s not about replacing one with the other. It’s about understanding how each format fits into your audience’s lifestyle. Some listeners want intimacy, portability, and uninterrupted focus. Others want visual context, body language, or live interaction. Many want both, depending on the time of day or their setting.
Instead of framing video as the future versus audio as the tradition, we can view podcasting as a platform that thrives on versatility. Podcasts aren’t locked into one medium. That’s exactly why they’ve endured and evolved so successfully.
Final Thoughts: Let the Audience Choose
Rather than getting caught in a debate about what defines a podcast, creators and brands should focus on delivering content that adapts to listener behavior. If your show is audio-only, exploring a video layer could introduce it to new audiences and add discoverability on video-first platforms. On the other hand, if your show is built around video, ensuring a strong audio experience opens up mobile and hands-free listening that increases total consumption time.
Podcasting’s greatest strength is its ability to meet the listener where they are. Whether through earbuds or a screen, at the gym or on the couch, what matters most is the value you deliver, not the format you use to deliver it.
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