According to Ampere Analysis, video podcasts are rapidly becoming a mainstream form of video entertainment, with 20% of global internet users having watched video podcasts or clips on social video platforms in the past month.
YouTube is leading the trend: 11% of internet users watched a video podcast on its service last month, while TikTok attracts 6% of users with clips.
The audience skews younger, particularly those aged 18–34, who are 24% more likely than average to watch video podcasts.
Viewers of the format also engage more with the audio versions: 60% listen several times a week, compared to 36% of average internet users.
The format is especially popular in mobile-first markets such as Brazil, India, Indonesia, and Malaysia, but 20% of users in countries like the US, Canada, and Spain are now also tuning in.
Platforms and broadcasters are competing for attention with low-cost, long-form video podcasts. To challenge YouTube’s dominance, Netflix, Spotify, Goalhanger, and iHeartMedia have signed multiple deals in 2026.
Apple has also entered the video podcast market, allowing users to seamlessly switch between video and audio formats, while Spotify is evolving into a video platform through visualized podcasts.
