New Nielsen data confirms that audio remains the dominant way Americans consume podcasts, even as video options grow, with 90% of monthly podcast users choosing to listen compared to 62% who watch.
Nielsen’s Scarborough Podcast Buying Power service shows a clear preference for listening across the board. Among the top 10 most popular podcast genres, more than 96% of consumers listen to content. A duplication analysis reveals that just 2% of users watch podcasts exclusively, while 29% listen exclusively and 69% do both.
The findings align with Nielsen and Edison Research’s Q1 2026 Share of Ear report, which found podcasts accounting for 20% of daily ad-supported audio time among adults 18 and older. That places podcasts behind traditional radio (62%) but ahead of ad-supported streaming (16%) and satellite radio (2%).
Profile of the Typical Podcast Listener
This on-the-go, audio-first consumption translates into meaningful action for advertisers. Nielsen found that 46% of audio listeners look up a website after hearing an ad, and 25% go on to make a purchase or order — a conversion rate that holds up well against more immersive video viewing. The report highlights audio sponsorships as especially effective when using clear calls-to-action, such as direct-response URLs or promo codes, that reach listeners while they are already mobile or multitasking.
While video podcasts continue to expand, the data underscores that listening remains the foundational format driving both audience engagement and advertising effectiveness in the podcast industry.