You probably didn’t launch your podcast hoping to compete with The Office reruns on a 65-inch screen, but here we are.
Podcasting, once the scrappy medium born on iPods and RSS feeds, is now stretching out to the living room couch. And while most of us still think of podcasts as an audio-first, mobile-only experience, the way people are consuming them is shifting in ways you might not expect.
When I dug into the latest device data, smartphones still reigned supreme (no surprise there). iPhones came in at 31%, Androids close behind at 27%, and laptops at 16%. But one surprising stat is that 8% of podcast listeners now say their primary listening device is a Smart TV.
That might sound small on paper, but in practice, it’s big enough to change how we think about podcast strategy.
In this blog, we’re going to dive into who these listeners are, why they tune in on Smart TVs, and what this all means for you.
TL;DR: The impact of smart TVs on podcasting
- Smart TV ≠ video only: Only 6% of Smart TV podcast users are there just for video. Most treat their TV like a giant smart speaker.
- It’s all about convenience: Listeners aren’t choosing audio or video, they’re choosing whatever fits their environment. The Smart TV just happens to be the screen that’s on.
- Older audiences are showing up: 37% of Smart TV podcast listeners are 55+, making this one of the best ways to reach a demographic that’s often underrepresented in podcasting.
- The TV is just the starting line: Smart TV listeners regularly switch to phones or laptops mid-episode. Your show needs to support smooth handoffs across devices.
- Design for scroll, not search: Smart TV platforms prioritize visual discovery. Make your show pop with bold cover art, snappy titles, and scannable descriptions.
- Treat your show like a streaming title: Think Netflix-style browsing. You’re not just competing with other podcasts; you’re competing with everything else on their home screen.
Not just video: The rundown on Smart TVs and podcasting
Here’s a stat that might surprise you: when people use their Smart TVs for podcasts, the majority aren’t strictly watching video. Only 6% of Smart TV podcast users say they’re in it for video alone.
So what’s going on?
The assumption has long been that Smart TV = video podcast. That’s the default industry narrative. But the reality is more layered. Most Smart TV podcast users fall somewhere in the middle: they might watch sometimes, listen other times, and often treat the TV as just another speaker with a screen attached.
In other words, it’s not about being a “video podcast person” or an “audio podcast purist.” It’s about convenience.
For many households, the Smart TV has quietly become the media hub, replacing not just traditional television, but often the computer or smart speaker too. It’s the screen that’s always on, always available, and increasingly used to stream everything from news and YouTube to (you guessed it) podcasts.
This shift doesn’t mean every brand needs to pivot to polished video production. It means recognizing that podcast audiences are more screen-agnostic than we’ve given them credit for.
They’re listening while making dinner, working out, or ignoring the laundry pile on the couch. The format matters less than being where your audience already is, which, more and more, is the biggest screen in the house.
Who watches podcasts on Smart TVs?
Let’s talk about who’s actually pressing play on podcasts via Smart TVs, because the numbers defy some pretty long-held assumptions.
Yes, Smart TV podcast users skew slightly male (54% vs. 46% female), but it’s the age breakdown that really flips the script: the majority (37%) of Smart TV podcast users are 55 and older.
Why? Because the tech isn’t unfamiliar. A Smart TV isn’t a new behavior — it’s an upgrade to an old one. For a generation raised on prime-time television, navigating content with a remote control feels natural. The screen is big and the text is readable.
It’s a reminder that audiences don’t abandon old habits; they adapt them. Podcasting doesn’t have to reinvent the wheel to reach new demographics. Sometimes it just has to show up on the right screen.
Where do Smart TVs stand compared to other devices?
Smart TV podcast listeners don’t stay parked on the couch.
Sure, the Smart TV might be their starting point, but it’s not the whole journey. Among people who primarily listen to podcasts on a Smart TV, 30% also use an Android phone, 19% use an iPhone, and 16% use a desktop or laptop as their secondary device.
That paints a clear picture: the Smart TV is where the discovery happens, but the listening doesn’t end there. It moves with them — to the kitchen, the car, the gym. It’s almost a reversal of what we saw in the early days of streaming, when viewers would start a show on their phone and finish it on the TV. Now? People are launching their podcast sessions from the biggest screen in the house, then taking them on the road in their pocket.
Compare that to iPhone-first podcast users, where nearly a quarter never use a second device at all. Or desktop-first users, who tend to pair their computer with an Android phone. Different starting points lead to different multi-device habits, and each of those habits opens up new ways to reach and retain listeners.
What Smart TVs mean for your podcast strategy
Now that you understand who’s tuning into podcasts on Smart TVs and their consumption habits, let’s dive into what this means for your podcast strategy:
It’s not all about video
Smart TV listeners aren’t demanding video — they’re demanding convenience. The data shows most users are flexible with format, so don’t feel pressure to pivot to video just to keep up. If your podcast works beautifully as audio, leave the ring light off. A great mic and compelling storytelling still go a long way on the big screen.
Know your audience
Historically, podcasting has struggled to reach older listeners, but Smart TVs may be changing that. With 37% of Smart TV podcast users aged 55+, this platform might be your best entry point into a demographic that’s often overlooked. If your content already appeals to this group, now’s the time to double down on accessibility and ease of use across TV platforms.
Make your show mobile
Smart TV users are likely to start listening in their living rooms, then switch to a phone or laptop later. Make that handoff seamless. Clear episode titles, intuitive naming conventions, and consistent formatting help listeners pick up right where they left off, without guessing what episode they were on halfway through their commute.
Think outside the podcast feed and optimize for TV
Smart TVs aren’t built for deep-diving through podcast libraries—they’re built for scrolling. Unlike podcast apps, where users search by keyword, Smart TV interfaces prioritize visual discovery: bold thumbnails, clear titles, and short descriptions.
Does your thumbnail or cover art stand out on a grid? Can someone tell what your show is about from the first two words of your title? Is your description skimmable in a few seconds on a distant screen?
Optimizing for Smart TV visibility means treating your podcast presentation like visual merchandising (think Netflix, not Apple Podcasts). Make sure you're easy to spot, easy to understand, and hard to ignore.
Meet your podcast listeners where they are
Smart TV podcast consumption isn’t about a sudden wave of video podcasters or flashy sets — it’s about convenience. For more and more people, the TV is the hub. It’s the screen that’s always on, always ready, and increasingly pulling double-duty as a podcast player. And listeners? They’re adapting, flipping from shows to podcasts like it’s just another channel.
This shift isn’t a threat to podcasting’s audio roots — it’s a sign of growth. A sign that podcasts have gone from niche earbuds-only experiences to everyday content sitting comfortably next to Netflix, news, and YouTube.
So no, you don’t need to grab a ring light or build a home studio set. But you should be thinking about how your podcast fits into this new living-room landscape. Does your artwork hold up across the room? Can your show title spark interest in under three seconds? Would your description catch your own eye on a lazy Sunday scroll?
Podcasting hasn’t changed. It’s still stories, interviews, insights, and ideas — just with a slightly larger screen and a slightly more mainstream seat at the table.
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