Study: Podcast Growth Continues As Fans Move Between Audio And Video

A new study from MRI-Simmons reveals that monthly podcast listening in the U.S. has reached 89 million adults, marking a 36% increase over the last five years. The medium is evolving into a platform-agnostic experience, with nearly 90% of listeners now consuming video podcasts alongside traditional audio formats. This shift toward multi-platform engagement and deeper fan interactions, such as live events and merchandise, highlights a significant transformation in how the audio industry defines and monetizes its content.

According to the annual MRI-Simmons Podcast Study, 34% of U.S. adults—approximately 89 million people—now listen to podcasts monthly, while 28% engage with the medium weekly. This represents a substantial climb from 63 million monthly listeners in 2021. The audience is diversifying across age groups, with nearly half of 25-34-year-olds listening monthly and a growing segment of adults aged 65 and older joining the platform. This growth is accompanied by a shift in consumer perception, as 15% of respondents now define podcasts broadly as creator-led shows available in both audio and video formats.

The report emphasizes that audio and video have become complementary formats rather than competitors. While 96% of listeners still consume audio-only programs, 89% also watch video podcasts, with nearly 10 million consumers sticking strictly to audio and over 3 million exclusively watching. Future trends suggest this overlap will deepen, as roughly 30% of listeners plan to increase both their audio and video consumption in the coming year. Discovery remains driven primarily by social media and word-of-mouth, while genre preferences vary by format; for instance, sports podcasts see higher video engagement compared to news programming.

Beyond content consumption, the study highlights a growing demand for beyond-the-mic engagement and measurable advertising success. Seven in ten listeners expressed interest in watching television or film adaptations of their favorite podcasts, and 66% would attend live events hosted by creators. For advertisers, the medium continues to prove its efficacy, with 25% of listeners visiting an advertiser's website after hearing an ad and 16% making a direct purchase. These findings, based on a survey of over 5,000 monthly listeners conducted in March, underscore the industry's move toward a holistic, multi-channel ecosystem that integrates commerce, live experiences, and cross-media distribution.