Major tech platforms are now vying for control of the “video podcast” space — a growing format combining visual and audio elements that is rapidly attracting younger audiences and appealing to advertisers.
According to industry sources, TikTok, YouTube, Spotify and Netflix are all repositioning themselves to host or produce videopodcasts, a format that has so far been dominated by YouTube, which holds one-third of the US podcast market share.
Spotify’s podcast-chief Roman Wasenmüller described the shift as “a new chapter for podcasting.” At the end of September, Spotify reported that 390 million of its users had watched at least one video-version of a podcast.
Netflix, which previously focused on scripted series and movies, is reportedly planning to license a dozen video podcasts from Spotify in early 2026 and is aiming to expand that to more than 50 — potentially up to 200 shows — as part of its strategy to connect with younger viewers and diversify its content. Meanwhile, TikTok has struck a deal with iHeartMedia to launch up to 25 influencer-hosted video-podcast segments on its platform.
Industry analysts say the format’s appeal lies in its ability to bridge audio content — traditionally consumed passively — with visual elements and social-media engagement. Younger demographics, especially Gen Z, are heavy consumers of both podcasts and video, making the hybrid format an attractive battleground for streaming services looking to lock in emerging audiences.
For independent podcasters, the shift offers both opportunity and risk. On the plus side, the ability to reach new audiences via major streaming platforms could expand monetisation via advertising, subscriptions or merchandise. On the flip side, the dominance of large platforms could give them greater leverage in negotiating rights and exposure.
In short: the era of audio-only podcasting is evolving — and the next front in the streaming wars may well be the video-podcast format.