Video vs Audio Podcasts in 2025: Why Audio Still Wins on ROI Despite Video’s Big Reach

The explosive growth of the podcast industry has pushed creators, brands, and agencies to rethink their content strategies. While video podcasts dominate social feeds, rack up millions of YouTube views, and receive the lion’s share of attention from marketers, a new major analysis reveals a surprising truth: audio-only podcasts still deliver significantly higher return on investment.

The latest Podcast Marketing Trends Report, jointly produced by Podcast Marketing Academy and acclaimed branded-podcast studio Lower Street, dives deep into the real performance gaps between audio and video. Drawing from a massive data set — 308 podcasters across four continents, more than 50,000 cumulative episodes, 3.7 billion downloads, and 133 million YouTube views — the report offers one of the most comprehensive perspectives on podcast ROI to date. And the conclusion is both counterintuitive and refreshing:

While video-enhanced podcasts outperform audio-only podcasts on nearly every performance metric, the cost of producing video dramatically reduces efficiency — in some cases making audio-only the decidedly smarter choice for creators and brands seeking sustainability.

Video vs Audio Podcasts in 2025: Why Audio Still Wins on ROI Despite Video’s Big Reach

Table of Contents

A Global Study Shows Video Podcasts Are Winning Attention — But at a High Cost

The study’s top-level findings confirm what many in the industry already suspected: creators who produce both audio and video receive:

For creators chasing visibility, the numbers point clearly in one direction: video wins — and it wins big.

But the report delivers a jaw-dropping second punch.

When factoring in production cost, audio-only shows deliver far better ROI per hour consumed.

The report states:

“Once we accounted for the additional cost of producing video, the difference in ROI in terms of audience attention is stark.”

The data shows that audio/video podcasts are 77% more expensive per hour of listening time compared to audio-only shows.
In other words: even though video earns more views, creators pay heavily for those extra eyeballs.

This creates a new reality for brands and podcasters in 2025:
Video may be the best for reach — but audio remains the best for efficiency.

Why the ROI Gap Exists

While platforms like YouTube and TikTok have accelerated the rise of video podcasting, the report reveals several reasons why video’s performance benefits don’t necessarily translate into better ROI.

1. Video Production Is Significantly More Expensive

Creating video adds layers of cost, including:

Even lightweight production setups require substantial effort and expertise.

2. Most Consumption Still Happens Through Audio — Even for Video Podcasts

In one segment of the data, the report found that:

78% of all listening time for audio/video shows came through audio feed consumption.

This means that the majority of consumers still prefer audio, even when creators provide video options.
For many listeners, audio remains the go-to medium because it’s:

Video acts more as a discovery tool, often via YouTube search, Shorts, or algorithmic recommendations — but it is not the dominant way listeners consume long-form episodes.

3. Video’s Higher Engagement Does Not Always Lead to Better Revenue

While audio/video podcasts were far more likely to break beyond the $1 million annual revenue mark, median revenue across creators is almost identical between the two groups.
This suggests that:

Yes, Video Still Matters — And Here’s Why

Though audio triumphs in pure ROI, the report doesn’t dismiss the value of video.
On the contrary, it emphasizes that video is increasingly essential for discoverability.

Performance Indicators Where Video Dominates

  1. Total Plays Per Episode
    When combining audio downloads and YouTube views, video-enabled podcasts consistently outperform audio-only shows.
  2. Total Consumption Hours
    Audio/video shows see more overall listening and viewing time across the board.
  3. Cross-Platform Audience Growth
    Creators integrating video report stronger growth in:
  1. Top-Tier Revenue Opportunities
    While median revenue is similar, top-performing video shows have a much higher chance of crossing the seven-figure threshold.

Video helps podcasters become multi-platform brands — essential for scaling.

Why “Audio-Only” Still Matters in 2025

Despite the industry’s aggressive pivot toward video, the report sends a clear message to creators who don’t have massive budgets:

Audio-only is still powerful, profitable, and highly efficient.

For creators without the resources for high-end video production, the study offers reassurance:

“There is still plenty of use, opportunity, and value in producing audio-only shows.”

Audio-only podcasts:

Not everyone needs video to succeed — and for many, it may even be a distraction from producing strong, high-quality content.

Industry Leaders Speak Out

Jeremy Enns, Founder of Podcast Marketing Academy

Enns emphasizes that creators should not see the debate as a winner-takes-all scenario.

“Regardless of where you stand on the audio versus video podcast debate, I think this report will both affirm and challenge your current point of view. It’s clear that both approaches have their upsides and also their drawbacks. If anything, the important thing is to pick your lane, commit to it, and make the most of what each type of show has to offer.”

His advice suggests that strategy matters more than format.
Success comes from doubling down on a format that aligns with:

Jackie Lamport, Head of Special Projects at Lower Street

Lamport confirms a massive spike in video demand:

“Roughly 90% of the brands coming to us now want video with their podcast.”

But she warns that video is far from plug-and-play.

“It takes intention, strategy, research, platform insight, and high-quality production to break through the noise of all the other brands trying to do the same thing.”

Her message is clear:
Half-hearted video production is a waste of time and money.

Brands need to understand:

Without this, video can become a cost sink rather than a growth driver.

The Economics of Audio vs. Video: Why ROI Matters

Cost-to-Return Ratio: A Closer Look

The central finding of the study — a 77% higher expense for audio/video shows — points to a crucial truth: video may inflate visibility, but audio often generates better financial efficiency.

The key drivers of audio’s high ROI include:

In essence, audio wins by making every dollar work harder.

Hybrid Strategy: The Best of Both Worlds?

Many creators are now embracing a hybrid approach:

This gives creators:

Without the strain of fully produced video episodes.

2025 Podcasting Landscape: What Creators Should Do Next

1. Define Your Goal Before Choosing Format

Is your priority growth, revenue, brand awareness, or efficiency?

2. If You Choose Video — Go All In

Low-quality video harms more than helps. Invest properly or avoid it.

3. If Budget is Limited — Audio is Your Best Friend

This format is still the most financially sustainable and offers the best ROI.

4. Consider a Clip-Driven Strategy

Short-form video remains one of the most powerful discovery engines.

5. Build Email and Owned Channels

Both audio and video creators benefit from building channels they control.

Final Verdict: Both Formats Are Winners — But for Different Reasons

The 2025 Podcast Marketing Trends Report paints a nuanced picture:

Creators should not feel pressured to adopt video unless it aligns with a clear strategy.
Likewise, those who can invest in polished video production may unlock higher growth potential.

Ultimately, the real takeaway is this:

Success is not about choosing audio or video — it’s about choosing intentionally.

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