Big Tech platforms are all looking forward to add video podcasts, a fast growing format that draws the attention of young audiences (Gen Z).
Spotify’s head of podcasts, Roman Wasenmüller, called the shift “a new chapter for podcasting” as the company announced a partnership with Netflix in October.
Google-owned YouTube is now the preferred podcast platform in the United States, used most by about 33 per cent of market share, according to Edison Research.
The platform has also begun testing AI tools that help audio creators generate video.
Netflix plans to roll out a dozen Spotify-licensed shows in 2026, with more in the pipeline, while TikTok is partnering with iHeartMedia on up to 25 influencer driven programs.
Credit: Gizbot
Netflix has already produced audio extras for series like The Crown and Heartstopper, while Disney is expanding podcast tie-ins for shows including “Only Murders in the Building”.
Donald Trump’s podcast tour during his U.S. presidential campaign helped increase his popularity among young adults. Recently elected mayor of New York, Zohran Mamdani, also shed light on the significance of podcasters.
Analysts say the move could bring bigger audiences and more revenue to creators.
“It’s much easier to find a podcast on YouTube,” said a podcasting professor at University of Sussex, Martin Spinelli. “Netflix and TikTok could change that too.”
