Video Podcasts Become Big Tech’s New Streaming Battlefield

Big tech platforms including YouTube, Spotify, TikTok and Netflix are racing to dominate video podcasts, a fast-growing format popular with young audiences and highly attractive to advertisers. YouTube currently leads the US market with a 33% share and offers AI tools for creators to turn audio shows into illustrated video versions. Spotify is close behind, with 390 million users having watched at least one video podcast by September.

The format’s rapid rise is being driven heavily by Gen Z, who increasingly consume podcasts in both audio and visual form. Analysts say this makes the space crucial for political campaigns, creators and brands looking to connect with young audiences. Platforms are striking major partnerships—Netflix has licensed dozens of Spotify shows and plans to expand to as many as 200, while TikTok is teaming up with iHeartMedia to launch influencer-led podcast snippets.

Industry experts say the shift to video offers a significant revenue boost for creators through ads, subscriptions and merchandise. Streaming platforms are expected to amplify existing content and expand access to new viewers, with YouTube already proving far more effective than traditional audio apps for show discovery. As Disney and other giants invest heavily, independent podcasters may see some of the biggest gains from the video-first era of podcasting.

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