For years, podcasts have been primarily an audio experience, often consumed through earbuds on the go. However, the media landscape is rapidly evolving, with the television becoming a prime destination for content consumption. This shift is largely driven by the video revolution and, unequivocally, by platforms like YouTube.

As a leading podcast production company, Message Heard understands that staying ahead means not just producing great audio, but strategically embracing visual content to truly get your message heard.

The Big Screen Shift: Podcasts Move to the Living Room

The integration of video into podcasting has opened up new avenues for consumption, with the living room TV now a significant player. This trend is fuelled by several factors, chief among them being YouTube's remarkable dominance.

YouTube is not just a platform; it's a phenomenon.

It is "the number one podcast discoverability platform".

Listeners are increasingly flocking to YouTube to find new shows, and given that YouTube is a primary app on smart TVs and streaming devices, it's a natural leap for podcast viewing to move to the biggest screen in the home.

Neal Mohan, CEO of YouTube, states, “YouTube is now the most frequently used service for listening to podcasts in the U.S.” and that “Viewers are watching, on average, over 1 Billion hours of YouTube content on TVs daily, and TV is now the primary device for YouTube viewing in the U.S.”.

And they are not resting on their laurels, with Mohan adding, “With innovative features, diverse content, and growing subscription services, we’re defining the television experience for a new generation”

TV Takes the Reins: YouTube Viewing Habits Are Shifting

We're seeing a clear shift in how people watch YouTube! Recent data shows a notable trend: mobile viewing is slightly declining, while TV viewing is surging, especially in watch time.

Here's the breakdown:

Mobile's Dip: Mobile's share of views dropped from 70% to 65%, and its watch time share went from 45% to 41%. This suggests people might be using mobile for quick checks and shorter videos.
TV's Ascent: TV's slice of views rose from 16% to 19%. More impressively, its watch time share jumped from 45% to a dominant 50%.

Views vs Watch Time by Device Type on Youtube

What does this mean? People are increasingly turning to their TVs for longer, more engaged YouTube sessions. While mobile still brings in a lot of quick views, the real deep dives and extended watching are happening on the big screen. This highlights a clear preference for a "lean-back" viewing experience, likely for longer-form content or shared family viewing.

For creators and advertisers, this means focusing on quality, longer content for TV audiences could be a big win, while still keeping mobile in mind for reach and quick interactions in the form of Youtube Shorts in order to amplify and reach multiple audiences. The living room is becoming YouTube's new prime time!

Views vs Watch Time & Video Duration by Device Type on Youtube (%)

Reports from Tubular back up this trend with a significant domination from TV in both views and watch times for 20+ minute videos, with the usual trend of mobiles being the main device type for short form content (0 - 1 minute).

Youtube Taking the Market by Storm

Recent data from Nielsen confirms YouTube’s incredible ascent.

According to Nielsen, YouTube is now the No. 1 distributor of TV content in the U.S., surpassing all other streaming or broadcast services. This isn’t a one-time spike; YouTube first crossed the 10% share mark for total U.S. TV viewership in August 2024 (up from 9.9% in June), while Netflix held 8.4%, with Prime Video and Disney+ trailing significantly.

Monthly reports from Nielsen continue to show YouTube in the lead. In January 2025, YouTube accounted for 10.8% of total TV and streaming viewership in the U.S., compared to Netflix at 8.6%.

Nielsen’s Total TV & Streaming Snapshot - Youtube out on top compared to other streaming sites - Source: Nielsens, The Gauge report (January 2025)

Advertisers are also taking note, as more streaming translates into stronger ad performance. Google’s Q1 2025 earnings reported YouTube brought in $8.93 billion in ad revenue, marking over a 10% year-over-year increase from $8.0 billion in Q1 202414.

What This Means for Your Company Podcast

This "big screen shift" presents a monumental opportunity for your company podcast:

Elevated Brand Presence: Seeing your brand's experts, your office environment, or relevant visuals on a large screen adds a layer of professionalism and gravitas that audio alone can’t achieve. It seamlessly integrates your podcast into the premium viewing experience audiences expect from their TVs.
Richer Storytelling: Video allows for visual demonstrations, charts, guest reactions, and dynamic backdrops that enhance the narrative. Imagine a financial company podcast visually explaining complex market trends with on-screen graphics, or a tech firm demonstrating their latest product – video unlocks new dimensions of communication.
Wider Reach & Discoverability: By optimising for video platforms like YouTube, your podcast production gains access to a vast search engine for content, dramatically increasing its discoverability beyond traditional audio directories.
Immersive Engagement: Watching a podcast on a large TV screen offers a more immersive and communal experience than listening through earbuds. The trend of more viewers watch video podcasts in the foreground, demands more mental real estate than audio-only shows, leading to less multi-tasking and more dedicated attention to your brand's message.
Enhanced Trust and Credibility: For brands, putting a face to the voice can significantly boost connection. Video quality directly increases audience trust.. When your experts are seen speaking authentically on a high-quality video podcast, it builds a stronger, more personal relationship with your audience, elevating your brand's perception.
Gen Z Leads the Charge: Younger audiences are driving this shift with this generation growing up with video as a native part of their content consumption.

Partnering for Success: Expert Podcast Production Companies & Your Video Strategy

Navigating the complexities of high-quality video podcast production can be daunting. It requires expertise in camera work, lighting, set design, multi-track audio-visual syncing, and post-production – areas where traditional audio-only podcast production companies might fall short.

This is where a full-service podcast production agency like Message Heard excels. We offer comprehensive podcast production services that encompass both pristine audio and compelling video, ensuring your company podcast looks and sounds professional on any screen, from a smartphone to a smart TV. We handle the technical heavy lifting, allowing you to focus on your message and your audience. The primary challenge cited by brands is the significant resources required for podcast production (58%), and at Message Heard, we do the heavy lifting so you don't have to..

Don't let your company podcast be confined to earbuds. Embrace the visual revolution and get your message seen, heard, and remembered on the biggest screen in the house.

Beyond the Earbuds: Why Your Company Podcast Needs to Be On Screen in 2025

YouTube's Dominance: Defining the Television Experience for a New Generation