Audio Remains the Dominant Force in Podcasting, New Data Shows
Despite the rapid growth of video podcasting, audio remains the primary way people engage with the medium. According to a new report from Nielsen, 90% of monthly podcast consumers choose to listen, and the vast majority of podcast consumption is still audio. The report cites Edison Research’s Share of Ear data for the first quarter of 2026, which indicates that 20% of all time spent with ad-supported audio is now devoted to podcasting. For context, AM/FM radio still commands more than three times that share.
This data underscores a fundamental reality for the industry: while video features are expanding on platforms like Spotify and YouTube, the listener’s core habit remains audio-only. For advertisers and creators alike, the implication is that audio production quality and audio-first distribution strategies are not going away anytime soon.
UK Podcasting: Growth, Skepticism Toward AI, and a Top-Heavy Market
Podcasting continues to grow in the United Kingdom, though a new study reveals that British audiences are notably skeptical of AI-generated hosts. The UK Podcast Consumer 2026 report, released by Edison Research in partnership with SSRS, also found that UK-produced shows are reaching a considerable number of American listeners. The market, however, is highly concentrated: the top 10 titles alone account for a third of all weekly podcast consumers in the UK.
This top-heavy structure presents both an opportunity and a challenge for independent creators. While a few major shows dominate listener attention, the data suggests that niche and emerging programs still have room to grow, particularly if they can tap into cross-Atlantic audiences.
Spotify Video Revenue: A Creator’s Frustration and a Producer’s Success
The relationship between podcasters and Spotify’s video platform is proving to be a mixed bag. The podcaster behind The Pragmatic Engineer has removed his video content from Spotify, publishing a detailed critique on LinkedIn. In his post, he outlined ongoing issues with the platform and suggested that the company does not prioritize reliability or execution for video podcasters.
Yet, for some, Spotify’s video strategy has been a financial boon. Martin Bojtos, co-founder of the podcast production company Podmasters, told the Podnews Weekly Review that for a period, the company’s number one source of revenue came from Spotify’s partner program for video. Podmasters is currently celebrating its tenth anniversary. Meanwhile, Spotify-owned Megaphone is transitioning to a new ad server, a change that took effect today.
UK Government Mandates Smart Speaker Access for Radio
The UK government has announced plans to ensure that all UK-licensed radio stations remain accessible on smart speakers powered by Alexa, Google Assistant, and Siri. A public consultation on the matter launched today. While the policy does not directly impact podcasting, podcasts are already available through these voice-activated devices. The commercial radio trade body Radiocentre has welcomed the news.
Netflix Hides Podcast Data in Latest Viewership Report
Netflix published its viewer data for the first six months of 2026, but the company has deliberately obscured any information about podcast performance. According to the data file, “all video podcasts are calculated under other shows,” making it impossible to isolate podcast viewership. The streaming giant also reported Q2 revenue of $12.56 billion, a 13% year-over-year increase, though the figure slightly missed analyst expectations.
YouTube’s Economic Impact and a New AI Ad Tool
YouTube announced that in 2025, the platform contributed over $60 billion to the U.S. economy and supported the equivalent of 540,000 full-time jobs. Separately, a new AI tool from a company called ekoz.ai is using cloned voices—with consent—to voice host-read advertising on podcasts. The company claims the tool can significantly scale host-read ad placements. Ekoz.ai is working with Triton Digital and Spreaker, both owned by iHeartMedia, which markets its radio stations under the tagline “guaranteed human.”
Tips and tricks – with Podcast Movement NYC’s Public Vote
Bryan Barletta of Podcast Movement was interviewed on this week’s Podnews Weekly Review, offering details about the upcoming event and discussing how voting is progressing for some of the sessions. In a separate segment, Stephen Perlstein of Libsyn addressed the question of whether podcasters should join a network, offering advice on how to vet any deal offered—remarks originally recorded at Podcast Movement last year.