Can My Podcast Still Be Audio Only?

With the rapid rise of video podcasting, we don’t blame you for asking: “Is audio-only podcasting still a thing?” While video podcasts seem to be everywhere on YouTube, TikTok, and Spotify, there is plenty of data out there to support the notion that there’s space in the industry for both formats.

A recent survey by Sounds Profitable showed that only 3% of Americans believe that podcasts should be video-based, while the majority either think that podcasts should be audio only (26%) or that they are usually audio, but sometimes have video (36%).

So, do you need to transition your podcast to video? The short answer: no. Your podcast can absolutely remain audio-only. But as with most things in this industry, the real answer is more nuanced. To succeed, you’ll need to understand why video has become so popular, where audio continues to thrive, and how to position your show for growth. 

In this article, we’ll help you decide whether to stick with your audio-first format and how to build your audience without video. 

Why is Video Podcasting Popular?

The rise of video podcasting is not hype. It’s backed by data and platform strategy. Sounds Profitable’s Podcast Landscape 2025 report shows that more listeners than ever expect podcasts to “be either audio or video,” and creators are following that demand.

So, why is video growing? 

Algorithms love video. A well-framed clip on YouTube or TikTok can reach thousands of people who would never find an RSS feed. 

Video platforms are investing heavily in ensuring that users watch increasing amounts of content. Audio? Not so much. There are no audio algorithms that drive listening time. So, when thinking about the rise of video, consider the forces that are pushing people towards visual forms.

On the other side, audiences like choice. Maybe they watch at home on a laptop, then switch to audio-only while running errands. Video makes a podcast “multimodal,” meaning it translates across platforms.

Only 21% of people now expect podcasts to be strictly audio-only, down from 26% in 2024 (a five-point drop). So yes, video matters. But it’s not the whole story.

Can a Podcast Still Be Audio-Only?

Here’s the myth we want to bust: audio-only podcasts are dying. They aren’t. They’re evolving. Audio remains the foundation of podcasting for several reasons. Firstly, it’s far cheaper to launch and maintain an audio show. You need mics, not cameras. You also don’t need lighting rigs or multi-cam editing.

On the consumer side, the average weekly podcast listener spends 6.3 hours a week listening. While the percentage of that number being consumed as video is rising, plenty of podcast consumption happens while commuting, exercising, or doing chores. Video will rarely be a practical option in those contexts. 

Finally, audio engages the imagination. Without visuals, hosts and producers lean harder into narrative arcs, sound design, and performance. These are elements that many sci-fi, fantasy, romance, and narrative fans still value.

So, what are the advantages of being audio-only? Let’s take a real life example: The Podglomerate’s Missing Pages, the Webby Award-winning and chart-topping documentary series about publishing scandals from the book world. Its immersive reporting and careful soundscape drew praise from Vanity Fair and The Guardian. A video component would have added production challenges, but in audio the series feels intimate and gripping. Audio-only can still cut through the visual noise, but only if you play to its strengths and market it effectively.

How to Grow an Audio-Only Podcast

So, how do you compete in a landscape where video dominates the headlines? Here are three strategic areas to develop, drawn from The Podglomerate’s proven experience working with award-winning shows.

Audience Research

Firstly, nail your niche and audience. You can’t be everything to everyone. Define exactly who you’re serving. True-crime obsessives? History buffs? Parents trying to keep their kids entertained on long drives? Knowing who is listening will help you shape your strategy.

We have an in-depth guide called The Ultimate Guide to Podcast Marketing that will help you define your target audience and tailor content and marketing to them. It breaks down audience research as a step-by-step process, whether you’re launching a show or revamping one.

Production

Step two: Invest in your audio craft. When you don’t have visuals, the ear is everything. That means you need strong production, effective editing, and immersive sound design. Think about This American Life; this legacy show is still largely audio-only, and continues to set the gold standard. It proves that immersive sound can be just as compelling as high-definition video. 

And if you were wondering: Yes, you can have great production as an independent show. In fact, we have a production guide to help you. 

Marketing and Community-Building

Once you’ve established great production, it’s time to move on to the third step: podcast growth marketing. Here’s where many audio-only shows stumble in a video world. Just because you don’t produce video doesn’t mean you can’t appear in video spaces. After all, you need to ensure your show is discoverable beyond podcast apps. 

However, many believe that audiograms are now redundant on social apps like Instagram and TikTok. While there are exceptions, your marketing strategy should not be built on posting random audiograms and hoping for the best. Consider creating a thirty-second trailer to share via socials. You can then support ongoing growth through B-roll overlaid with audio, or even behind the scenes clips.

Release on a regular cadence so your audience knows when to expect you, and encourage reviews and ratings. They signal credibility and improve discoverability. 

Word-of-mouth organic marketing is still a vital resource, so why not ask your listeners to send an episode to a friend at the end of your next episode? You’ll be surprised how effective this sort of personal endorsement can be.

Finally, make sure to build a community around your audio-only podcast. We often advise shows to think like brands, not just productions. What is your unique voice, and how do you make listeners feel part of something bigger? 

Whether through newsletters, Patreon, or live Q&As, give your listeners reasons to stick around — even when you’ll never be the first video in their social feed.

Have questions? Interested in having The Podglomerate produce and market your audio or video podcast? Email us to learn more about our podcast services, and make sure to sign up for our free newsletter.