Podcast consumption shifts toward connected TVs
More and more listeners are tuning into podcasts via smart TVs, and platforms like YouTube are at the center of this shift. As connected TVs become the top viewing surface for YouTube, podcast creators are evolving their strategies to meet audiences where they are — in the living room.
According to a new Digiday feature by Alexander Lee, creators are increasingly enhancing their visual production quality, turning audio shows into full-fledged video experiences that resemble modern-day talk shows. This not only captures viewer attention but opens up fresh opportunities for monetization, product placement, and brand partnerships.
At Sonoro, connected TV viewership has grown from 17% in 2024 to 22% in Q1 of 2025, while mobile viewership declined. The company projects that 25% of its podcast content will be consumed on TVs by the end of the year.
“People are going back to TV, back to video… it’s like podcasters are becoming the new late-night talk show hosts,”
said Camila Victoriano, Chief Content Officer at Sonoro.
New video-first projects like Tales Unrolled: Alma, launched with actor Christian Navarro, reflect Sonoro’s commitment to developing immersive audio-visual storytelling built for today’s audiences.
With smart TVs creating lean-back, co-viewing experiences in homes, podcasts are no longer just solo headphone moments — they’re becoming shared, premium content experiences on par with TV and film.