Video podcasts have gone mainstream, with 20% of global internet users now watching them on social video platforms in the past month, according to a new Ampere Analysis survey covering Q3 2025.
YouTube leads as the top destination, where 11% of internet users watched a video podcast in the past month. TikTok is gaining traction for clips and highlights.The format's rapid rise underscores its strategic value for platforms seeking cost-effective, long-form content to boost engagement and challenge YouTube's dominance.
Recent moves—such as Netflix's deals with Spotify and Gary Lineker’s Goalhanger—highlight major players' growing investment in video podcasts.
Daniel Monaghan, Senior Research Manager at Ampere Analysis, noted: “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.”
Key findings include:
- Viewers aged 18-34 are 24% more likely than average to watch video podcasts.
- Video podcast audiences show higher engagement with audio versions: 60% listen at least a few times a week, compared to 36% of average internet users.
The data comes from Ampere's biannual Media Consumer survey, which spans 30 global markets and includes responses from 56,000 internet users aged 18-64 per wave.