Podcasting Isn’t Going to Television. Television Is Coming to Podcasting.

A recent Edison Research study found that 14% of weekly podcast listeners have consumed podcasts on Netflix and 4% have done so on Tubi.

Most of the conversation has focused on whether Netflix is becoming a podcast platform.

But the bigger story is that podcasting is increasingly behaving like television.

Audiences are no longer consuming podcasts in one place. They’re listening on Spotify, watching on YouTube, streaming on connected TVs, and now discovering podcast content inside entertainment platforms like Netflix – all of which changes the game for advertisers and marketers. 

Podcast advertising was built for an audio-first experience: intimate, personal, and one-to-one. But today’s podcast audience might be watching on a TV, listening through earbuds, or switching between audio and video versions of the same show.

The assumption that podcast listeners aren’t looking at a screen no longer holds.

That doesn’t mean audio is losing its power. If anything, the opposite is true. The best podcast campaigns will continue to lead with authentic audio storytelling while extending that experience visually across platforms and devices.

The future of podcast advertising isn’t audio-only. It’s audio-first creative designed to work wherever audiences choose to consume content.

Netflix’s podcast numbers may still be relatively small. But they point to a much larger trend:

Podcasting isn’t going to television. Television is coming to podcasting.

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If you’re thinking about how your podcast, audio, or creator campaigns should evolve for a world where audiences move seamlessly between listening and watching, we’d love to talk.

Our team helps brands build audio-first creative that performs across platforms without losing the intimacy that made podcast advertising work in the first place.

Get in touch to explore what that could look like for your brand.