Podcasts raked in $9.2B last year, with video content “changing the picture.” But what makes a podcast a podcast?
A report by Owl & Co. highlights a significant growth in the global podcast industry, with revenue rising to $9.2 billion in 2025, largely driven by the increasing monetization of video podcasts. The report emphasizes the evolving definition of podcasts, suggesting that the industry is shifting towards a broader understanding that includes video content, and advises publishers to focus on community support rather than solely on platform earnings for future success.
The most actionable insight for you is to consider integrating video as a key monetization strategy rather than just a discovery tool in your podcast-related ventures. The report shows that video podcasts significantly contributed to the growth of the podcast industry, with video podcasts alone accounting for $2.3 billion of U.S. podcast earnings in 2025. Leveraging video content can position you to tap into this growing revenue stream, aligning with the industry's shift towards more audiovisual content and higher metrics demand.