13% now consume podcasts most on the TV

For Morgan Absher, the host of the popular Spotify show Two Hot Takes, seeing more women in the podcasting industry is a welcome change. But despite the growing number of female voices, the way we consume podcasts is undergoing a seismic shift. According to the Edison Podcast Metrics report, 13% of US weekly podcast consumers now prefer watching podcasts on their television sets. This figure marks a new high, and it's not difficult to see why: with the increasing popularity of video platforms like YouTube, Netflix, and Tubi, listeners are turning to their TV screens for their podcast fix.

While Apple Podcasts has been slow to adapt to the changing landscape, other players are moving quickly to capitalize on the trend. Roku and Android TV dominate the connected TV world, but Apple Podcasts remains unavailable on these platforms. The lack of video podcasting on Apple TV is a glaring omission, especially given the growing demand for visual content. It's a mystery why Apple Podcasts hasn't prioritized this feature, but one thing is certain: they're falling behind.

Spotify's expansion of its EQUAL program is a positive development for women in podcasting. By partnering with Morgan Absher as its first EQUAL Podcast Ambassador, Spotify is taking a crucial step towards promoting diversity and inclusion in the industry. Absher's own experiences as a female podcaster highlight the challenges she faced in breaking into the market. "When I started podcasting, the first place you look is the charts, and there weren't really many women at the top," she said in an interview. With programs like EQUAL, Spotify is helping to level the playing field and create more opportunities for women creators.

Not everyone is convinced that Spotify's latest moves are a good thing, however. Tommy Vietor, the founder of Crooked Media, has spoken out against Spotify's new Skip Ahead feature, which he believes will "destroy the podcast industry." While it's unclear what Vietor's specific concerns are, his warning serves as a reminder that the podcasting landscape is constantly evolving, and not everyone will be happy with the changes.

As the number of listeners turning to their TVs for podcast content continues to rise, it's clear that the future of podcasting will be more visual than ever before. Apple Podcasts would do well to take note of the trend and prioritize video podcasting on their platform. Meanwhile, Spotify's EQUAL program is a positive development that will help promote diversity and inclusion in the industry. But one thing is certain: the way we consume podcasts is changing, and we'll need to adapt to the new landscape if we want to stay ahead of the curve.

The podcasting industry is on the cusp of a revolution, and it's not just the content that's changing, it's the way we consume it. As TV becomes the new podcast player, one thing is clear: the future of podcasting will be more visual than ever before.