• by Wayne Friedman , Yesterday

Video podcast users are rising -- in line with the growth of content appearing video on streaming platforms, according to S&P Global Market Intelligence.

For example, a significant portion of all podcast users (traditional online audio listeners and video podcast viewers) -- at 62% -- are consumers of video podcasts on YouTube.

Other big video streaming platforms are rising, with podcast users at 34% for Netflix, 23% for Spotify and 11% for Apple TV.

Around 60% of U.S. online adults -- 160 million Americans -- are regular podcast listeners, the report says.

Nearly 8o% of all of 160 million podcast users are regularly video podcast users , according to Edison Research.

Spotify leads podcast listener marketplace with a 45% share in 2026 -- up from 40% a year ago. YouTube Music is at 39%; and Amazon Prime Video, 30%.

The S&P Global research comes from 2,517 U.S. online adults and 1,426 U.S. online adults podcast listeners during the first quarter 2026. The biggest age group podcast demographics are those 54 and younger -- 70% of online adults are podcast consumers; 65% with college university/post-graduate degrees.