SiriusXM–Edison: Podcast Fans Use Audio and Video Both

For creators and advertisers, the study’s caution is against treating the medium as an either-or buy. Ad recall sits at 75% for both formats; relevance splits evenly when respondents compare audio and video spots. Audio still wins on feeling shorter and less disruptive for many listeners, while video opens host-integrated and product-in-frame placements that score higher attention when brands appear on screen. Publicis Media’s Ted A’Zary, who joined the webinar, argued brands should plan for both rather than chase a single “winning” format.

For readers tracking platform and audience shifts on Podcasts, verified as of the Oct. 1 trade coverage: monthly consumers largely use both audio and video; exclusive format camps remain the minority; car and multitasking moments still favor listening; social clips are a major discovery path. Dual reporting from Barrett Media and Podcast News Daily supports the SiriusXM Media–Edison Research snapshot without inventing year-over-year growth rates beyond what the study itself frames as a Q2 2026 picture. This package is distinct from LIVE Apple Podcasts algorithmic Home/New curation and does not rehash Oct. 2 Sounds Profitable Netflix-ranking or Spotify Partner Program coverage.