Video podcast viewership in the United States has been on the rise, with major platforms like YouTube and Spotify as the primary drivers of this shift, according to WARC Media’s latest “Global Ad Trends: Podcast Media Sets Sights on Video Boom” report.

Referencing data from Cumulus Media, WARC Media notes that video podcast watch time reached 40% of U.S. users in 2024, up 12% from 2022. The share of audio-only podcast consumption decreased to 31% from 43% during the same period. Platform preferences correlated strongly with format choice. YouTube captured 43% of users who prefer video content, compared to 13% of audio-only listeners. 

YouTube reported more than 400 million hours of monthly podcast viewing time on television in 2024, while Spotify saw a 39% year-over-year increase in average daily video streams. Generation Z led adoption, logging 2.9 billion minutes of video podcast content in the first five months of 2024, up 58% year-over-year.

Spotify’s Partner Program, which offers creators multiple revenue streams, including Premium video engagement payouts and ad monetization, has driven a 20% increase in video podcast consumption since its launch in January 2025 in the United States, United Kingdom, Canada, and Australia. 

Creator earnings showed significant gains, with January payouts rising 300% year-over-year. Several podcasts reported early success through the program, including “Modern Wisdom,” with a 36% increase in Spotify consumption, while shows like “We’re All Insane” and “Kinda Funny Gamecast” generated five-figure monthly revenues.

Marketing Impact and Challenges 

According to WARC Media, the transition toward video podcasts creates new opportunities for creator partnerships and brand integrations. 

Spotify data shows that campaigns that combine audio and video elements generate 55% higher intent metrics than audio-only campaigns. Marketers increasingly incorporate podcasts into influencer programs and content-first strategies, including e-commerce initiatives.

The format faces certain obstacles, WARC notes. Age restrictions on video platforms can limit content reach, while approximately one-third of weekly podcast consumers prefer minimizing video or playing content in the background. These factors influence distribution and engagement strategies for publishers and creators.