For Release On November 5, 2025
Today, podcast marketing education and media company, Podcast Marketing Academy, and branded podcast production company, Lower Street, published the Podcast Marketing Trends: Cost of Attention Report. Based on a survey of 308 podcasters who shared detailed data, including their audio downloads, YouTube views, consumption metrics, budget, revenue, and more, the report breaks down the benefits and drawbacks of each show format, ultimately asking and answering the question: What is the ROI of each show format in terms of audience attention?
“A lot of brands and creators have been feeling like if they want to be successful, they have no choice but to create a video show,” said Podcast Marketing Academy Founder, Jeremy Enns. “It’s obvious that video platforms—YouTube, in particular—offer potential for discovery beyond anything that’s historically existed on audio-only podcast platforms. But we wanted to know whether the typical video podcast was experiencing those hyped up benefits… and if so, how much, if anything, it was costing them in additional expense and time to achieve them.”
The report features data collected from shows from four continents, multiple languages, and all major formats and genres, from both indie creators and major networks. Cumulatively, the shows polled have produced more than 50,000 episodes, received more than 3.7 billion downloads, and have more than 133 million YouTube views.
Key findings of the report include the following metrics, highlighting the differences between Audio-Only and Audio/Video shows
- The average cost per hour of audience attention
- Total plays per episode (audio-only vs audio + video combined)
- Total monthly podcast consumption time
- Annual revenue
- Production budgets
- Time spent producing each episode
- Team size
- Show purpose & target outcomes
- Attributable client acquisition
- Average Lifetime Customer Value (LTV)
- Cross-platform audience sizes
Speaking of the findings of the report, Enns shared, “Regardless of where you stand on the audio vs video podcast debate, I think this report will both affirm and challenge your current point of view—meaning, it’s clear that both approaches have their upsides and also their drawbacks. To be honest, I think this is the best thing we could have learned from this report, that regardless of what type of show you want to create, there’s opportunity for you. 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.”
The full report can be found at: https://podcastmarketingacademy.com/podcast-marketing-trends-audio-video/
About Podcast Marketing Academy
Podcast Marketing Academy is an online education and media company specializing in helping brands, businesses, and creators understand and engineer a strategic, intentional approach to podcast marketing & growth. Grounded in a rigorous, anti-hype, strategy-first approach, Podcast Marketing Academy offers a variety of free and paid content, live events, community, and 1:1 consulting to help podcasts of all sizes and resources punch above their weight to grow their shows and the businesses behind them.
For more information, visit www.podcastmarketingacademy.com
About Lower Street
Lower Street helps brands make the best podcasts on the internet with podcast strategy, production, and growth services. Since 2016, we’ve been on a mission to help companies be more human in the way they communicate and make shows that stand out. We’ve helped brands like Adobe, BCG, PepsiCo and entrepreneurs like Sam Parr connect with their target audience through podcasting.
For more information, visit www.lowerstreet.co
Media Inquiries
For media inquiries or to request interviews, please contact:
Name: Jeremy Enns
Role: Founder, Podcast Marketing Academy
Email: jeremy(at)podcastmarketingacademy.com