What began as an audio-first medium has rapidly transformed into one of the most influential content formats, especially among younger audiences, and companies like TikTok, Netflix, YouTube, and Spotify are competing to dominate this expanding space.
Industry experts note that video podcasts have become the next major battleground for platforms seeking to attract Gen Z and millennial viewers. With advertisers increasingly shifting focus toward younger demographics, the format offers a powerful combination of high engagement, personality-driven storytelling, and visual versatility.
YouTube currently leads the sector, commanding 33 percent of the US podcast market, according to Edison Research. With more than one billion global users, the platform has become the natural home for podcasts that thrive on video-driven visibility. YouTube has also begun offering AI-generated visuals for audio-only shows, helping creators enhance their content without additional production costs.
Spotify, however, is making a strong push to challenge this dominance. By the end of September, nearly 390 million Spotify users had watched at least one video podcast on the platform. The company recently announced a strategic partnership with Netflix, signaling a significant shift in how both companies plan to expand their influence in the podcasting world.
Industry analysts describe this shift as a major evolution. They point out that podcasting is one of the fastest-growing digital media formats, attracting investment due to its staying power and expanding audience. Much of this growth is driven by Gen Z, who increasingly prefer video-based consumption and follow creators across multiple platforms.
Political campaigns have also realized the power of podcasts in reaching younger voters. Donald Trump’s podcast appearances during the US presidential race helped him gain traction among young adults, while politicians like New York Mayor Zohran Mamdani have embraced podcasters as a key avenue for outreach.
Netflix, a relatively late entrant to the podcasting scene, is already moving quickly. The company plans to release more than 50 licensed programs in the coming months, with ambitions to grow that number to 200. Many of these shows will include new productions created exclusively for Netflix. TikTok has also stepped into the space, partnering with iHeartMedia to launch up to 25 influencer-hosted podcast programs that will be shared through short clips.
Disney, meanwhile, is exploring podcast extensions of its popular series, showing how entertainment giants view audio and video podcasts as an essential tool for fan engagement.
For existing podcasters, this shift marks an important opportunity. Analysts note that video-based visibility on platforms like YouTube, Netflix, and TikTok makes discovery easier, potentially leading to higher revenue from ads, subscriptions, and merchandise. As more platforms compete for creators, the future of podcasting appears to be increasingly tied to video-driven formats.
