Streaming Platforms Vie for Video Podcast Dominance

As of November 2025, the video podcast market is experiencing a surge in interest from major tech platforms. YouTube, the current leader in the US podcast space with a 33% market share, is now offering audio show producers the ability to generate video using artificial intelligence to better showcase their content on the platform.

Spotify, the Swedish streaming service, has also made significant moves in the video podcast arena. By the end of September 2025, 390 million Spotify users had watched at least one video version of a podcast, and the company has announced a partnership with Netflix to further expand its video podcast offerings.

Newcomers to the space, such as TikTok, are also making their mark. The Chinese-owned social network recently collaborated with American radio giant iHeartMedia to launch up to 25 programs hosted by influencers, aiming to deliver "relevant content on a massive scale" to its young, engaged audience.

While Netflix is a latecomer to the podcast space, the streaming giant is quickly making up for lost time. It plans to release a dozen programs licensed from Spotify in early 2026 and eventually offer more than 50, and potentially up to 200, video podcast programs, including new productions made specifically for Netflix.

The rise of video podcasts is particularly pronounced among younger audiences, with Gen Z identified as heavy podcast listeners and viewers. This demographic shift has made the video podcast format an attractive proposition for advertisers and investors, who see it as a rapidly growing medium with significant potential.