Audio continues to be the main way people consume podcasts despite the rapid rise of video, according to new research from Nielsen.
The report looked at the habits of podcast listeners and viewers in the United States. It found that podcasts now account for 20% of all daily ad supported audio listening among American adults.
While video podcasts continue to grow in popularity, 90% of monthly podcast consumers still listen to audio, compared with 62% who watch podcasts.
Across the ten most popular genres, an average of just 2% watch exclusively, while 29% only listen and 69% both watch and listen.
Nielsen says listeners and viewers also have different consumption habits. Audio listeners are more likely to fit podcasts into busy daily routines such as commuting, working or exercising, consuming an average of 10.2 shows each week. They also tend to be highly educated and employed full time.
Video viewers, meanwhile, are generally younger, more likely to be aged between 18 and 29, and treat podcasts as a dedicated entertainment experience, watching an average of 3.4 shows each week, often at home via YouTube.
Sport was identified as the genre with the strongest video audience, reflecting the importance of highlights, graphics and visual demonstrations.
Nielsen also found that American soccer fans are particularly engaged with audio, with 77% using radio and podcasts to follow the sport.
The research also highlights different advertising opportunities. Audio listeners are more likely to respond directly by visiting a website or making a purchase after hearing an advert, while video viewers are more inclined to engage with brands on social media as well as complete online purchases.
Nielsen concludes that both formats deliver strong marketing value but serve different consumer needs, with audio driving efficient response and video creating deeper visual engagement.
