Video podcasts are moving into the mainstream, with 20% of internet users globally now watching podcasts on social video platforms, according to new research from Ampere Analysis that covers Q3 2025.
YouTube is the leading destination, with 11% of internet users having watched a video podcast on the platform in the past month, while TikTok is emerging as a popular route for clips and highlights.
Ampere said the format is particularly resonating with younger audiences, with 18-34s 24% more likely than average to have watched a podcast. Viewers also over-index on audio listening, with 60% of video podcast viewers also listening to podcasts at least a few times a week, compared with 36% of internet users overall.
The strongest engagement is seen in mobile-first markets including Brazil, India, Indonesia and Malaysia, but Ampere noted that 20% of internet users in markets including Spain, the United States and Canada are also now watching video podcasts.
Daniel Monaghan, senior research manager at Ampere Analysis, said platforms are increasingly turning to lower-cost long-form formats to compete for time spent, with video podcasts offering “easy viewing” comparable to linear chat shows. He pointed to recent video podcast moves by Netflix, including its distribution partnership with Spotify, as evidence the format is becoming strategically important as streamers look to challenge YouTube’s dominance.
