Podcasts: It’s Not One Thing Or The Other

How should the industry define a podcast? Well, the consumers see it clearly.

At Podcast Movement Evolutions last week, Jay Nachlis from Coleman Insights and I presented a new research study from Amplifi Media and Coleman Insights called “The State of Video Podcasting 2025” that signals a major inflection point for the podcasting industry.

It can be hard to see clearly from inside the bottle. While the industry continues to wrestle with how to define a podcast, it’s more important—and more revealing—to view things through the consumer’s lens. That’s where our data becomes especially valuable. One key takeaway from the report: consumers aren’t confused about what a podcast is.

According to our national study, 85% of podcast consumers say a podcast can be audio or video. That’s not an ambiguity; it’s clarity. The public has spoken, and they’re completely comfortable toggling between formats. Let’s break this down a little more. For more insite click here.