Video podcasts are rapidly becoming a mainstream form of video entertainment, with one in five internet users now watching them on social platforms, according to Ampere Analysis.
As platforms compete for viewing time, low-cost, long-form video podcasts are emerging as a key battleground, with YouTube leading the trend. Their speedy growth highlights the increasing strategic importance of video podcasts as platforms invest in cost-effective formats to drive engagement and compete for audiences.
Key findings:
20 per cent of Internet users globally watched video podcasts on social video platforms in the past month (Q3 2025).
YouTube is the go-to platform for video podcasts, with 11 per cent of Internet users having watched one on its service in the past month. TikTok is proving popular for clips.
Those aged 18-34 are 24 per cent more likely than average to have watched a podcast.
Audiences who watch video podcasts are also more engaged with the audio versions. 60 per cent of podcast viewers also listen at least a few times a week, compared with 36 per cent of Internet users on average.
Video podcasts are particularly popular in mobile-first markets such as Brazil, India, Indonesia and Malaysia, but 20 per cent of Internet users in markets such as Spain, the US and Canada are now also engaging.
Daniel Monaghan, Senior Research Manager at Ampere Analysis, commented: “As platforms vie for time spent, lower-cost long formats become increasingly appealing. Video podcasts offer these by providing easy viewing akin to linear chat shows. Netflix’s recent deals with Spotify and Gary Lineker’s Goalhanger highlight the growing importance being placed on this format by major players, especially as they look to take on YouTube’s dominance.”
Source: https://www.advanced-television.com/2026/03/03/report-youtube-leads-as-video-podcasts-go-mainstream/
