The Format Wars Never Happened: Why Audio and Video Are Growing Together

In recent years, the industry has debated whether video podcasts would eventually replace audio. But new research from SiriusXM Media, Edison Research, and Publicis Media tells a different story: podcast consumers are embracing both.

That’s exactly what we explored in our latest webinar, The Format Wars Never Happened: Why Audio and Video Are Growing Together, where we looked at what happens when we stop thinking about audio and video as competing formats—and start thinking about podcasting as one flexible, audience-driven ecosystem.

Melissa Paris, Vice President of Sales Research at SiriusXM Media, sat down with Megan Lazovick, Vice President at Edison Research, and Ted A'Zary, SVP of Insights & Strategy at PMX Marketplace Intelligence. Together, they unpacked new audience research on how consumers move between listening and watching, what’s driving those decisions, how video is reshaping discovery, and what format flexibility means for advertisers.

Ready to dive in?

And if you’re short on time and just want the quick hits, we’ve got those too. Check out some of the biggest takeaways from the conversation below.

Consumers aren’t choosing sides

“Ultimately, what we found is that increased video adoption does not equate to decreased audio consumption. How audiences are truly consuming podcasts today is really much more fluid than that.” – Melissa Paris

Audio and video are growing together

“Among monthly podcast consumers, 90% listened to an audio-first podcast in the past month…and then 89% consumed a video podcast in the last month. And not only are these numbers essentially identical, but the consumption of both is growing. Nearly half say they’re consuming more audio than they did in the past year, and nearly half say the same thing about video. So right away, this starts to change that replacement narrative. We’re not fighting against each other. Video isn’t growing because people have suddenly stopped listening and discovered video. Audio is growing alongside it.” – Megan Lazovick

Flexibility is defining the podcast experience

“People are not listening to just audio or just video. They’re not listening on just one device or just one platform. They’re really looking at flexibility when it comes to how they’re choosing to consume podcasts. They’re going to choose the device that fits for the viewing or listening occasion that they’re in. They’re going to choose the platform that fits for the viewing or listening occasion that they’re in.” – Ted A'Zary

There’s no longer one front door to podcasting

“There is really not one dominant front door to podcasting anymore. People might enter through audio, they might enter through video, or maybe somewhere in between in that murky middle, but then they move around from there and move back and forth… Flexibility has become this core part of the consumer expectation when it comes to podcasting. Audiences really want to be in that driver’s seat, and they want to be able to decide where, when, and how they experience the podcast content they love.” – Melissa Paris

Social is becoming part of the podcast experience

“Seventy-seven percent of monthly podcast consumers encounter podcast clips on social media, and 65% had gone on to listen to or even watch a full podcast after seeing one of these clips. More than half have actually shared a podcast clip with friends or family. So the clip isn’t just a promotional asset anymore. For many consumers, it’s becoming a real piece of the podcast experience itself. A short-form moment can create discovery, can keep an existing fan engaged in between episodes, generate conversation, and ultimately drive someone into listening to or watching the full-length show.” – Megan Lazovick

For advertisers, it shouldn’t be audio or video

“When we asked: Between audio and video, which format were the ads more relevant? We saw an even split. So the relevance of your ad—there’s no difference among our consumers between audio and video as a format. Your ad is just as relevant in either format, and again, just as hard to tune out… Brands shouldn’t honestly be picking between audio or video. You should be thinking about both. There are advantages to your brand in one platform or the other, but they’re really net positives for both formats—for audio and video.” – Ted A'Zary

Podcast consumers didn’t choose audio or video. They chose podcasts—and they increasingly expect the freedom to listen, watch, discover, and engage in whatever way fits the moment.

For advertisers, the opportunity isn’t choosing the “right” format. It’s building a flexible strategy that moves with audiences across formats, platforms, devices, and moments throughout their day.

Ready to meet podcast audiences wherever they are? Let’s talk.

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