One in three podcast creators has stopped producing content, driven by a mismatch between their preferred audio consumption habits and the growing demand for video content. A study of 5,034 American podcast consumers highlights that 6% of listeners once created podcasts but have since dropped out. This group represents half of the active creator base, suggesting that for every two creators currently active, one has abandoned the medium. The churn rate stands at 32%, indicating a sustainability issue rather than problems with initial participation. The research identifies a phenomenon called “format friction.” Many lapsed creators prefer audio formats but feel pressured to produce video content, which has higher production demands and may lead to burnout. Among those who used YouTube for podcasts, 51% listened to audio only. The shift toward video is significant, with 71% of active creators incorporating it into their workflow. Demographically, younger creators dominate video production, while disparities in engagement and retention rates exist across racial and gender lines. For instance, male creators engage at nearly double the rate of females but retain similarly once active. High abandonment rates are particularly evident among LGBTQ+ creators and those aged 55 and older, both showing churn rates of 40%. This indicates that different demographic groups face unique challenges in sustaining their podcasting efforts. The study reveals that 17% of podcast consumers have tried creating content, underscoring the potential for re-engaging those who have lapsed. Platforms need to address the varied barriers to sustainability, such as providing tools that reduce production burdens and supporting underrepresented groups to ensure ongoing participation in the creator economy.