What started on everyone’s commute or exercise routine found its way to the living room. Not only are people watching their favorite podcasts (of the shows that offered a visual alternative), but platforms like YouTube are increasing the discovery of other shows. That much was confirmed when Ocean Media visited the Podcast Movement Evolutions conference.
According to research from the Morning Consult, 42% of podcast listeners prefer a visual element. With US podcast ad spending projected to reach $2.55 billion in 2025, podcast advertising represents a substantial and growing market for brands and marketers. This indicates a strong potential for reaching target audiences through a medium that is only increasing.
As podcasting evolves further into video, the platform shift is providing new implications for brands, creators and media buyers alike.
YouTube is the king of video podcasting, but the competition is heating up
While YouTube is the indisputable video podcast leader, it’s also part of the reason that video podcasts are experiencing a surge altogether. According to Edison Research, 31% of U.S. weekly podcast listeners prefer YouTube, ahead of Spotify (27%) and Apple Podcasts (15%).
According to YouTube, the world’s biggest video platform claims one billion monthly viewers for content worldwide. In 2024, users consumed over 400 million hours of podcasts monthly on living room devices.
Currently, Spotify ranks as the closest competitor to YouTube. While Spotify doesn’t consistently report the size of the podcast audience on its platform, it recently claimed to have 240 million users who streamed a video podcast on the platform. With 675 million monthly active users, its video podcasting plans are evolving.
Samsung TV Plus is partnering with Spotify to create a channel dedicated to exclusive sports and pop culture video podcasts from The Ringer, bringing shows like Book of Basketball 2.0 with Bill Simmons, The Rewatchables, and Higher Learning to the TV screen.
Spotify is also incentivizing creators in their quest to take on the competition. The platform has paid podcasters more than $100 million as they continue to ramp up exclusive deals for shows and their respective audiences.
Other platforms are following suit, such as Amazon Music pushing for similar TV integration, while services like Apple TV and Roku are adding podcast apps.
But we still may be in the early days of the video podcast wars as an emerging competitor also has the biggest share of the streaming video market.
Netflix is ramping up video podcasts as part of its content strategy
Netflix plans to bolster its own library by aggressively entering the podcast space, focusing on exclusive content, and aiming to build its video podcast offering by tapping into its talent and shows (e.g., Love Is Blind), as well as possibly companion content.
Current Netflix podcasts are audio-only, with shows like Skip Intro and We Have Receipts available on major podcast platforms but not on the Netflix platform.
Speculation is growing around Netflix’s potential integration of podcasts directly into its user interface. Early efforts may include a dedicated section or toggle within the app, likely launching in beta with video podcasts based on existing Netflix IP.
Netflix’s closed ecosystem could be a strategic advantage. Unlike other platforms, Netflix may keep video podcasts exclusive to its app, allowing greater control over content distribution and ad monetization. However, monetization and membership details remain unclear. Netflix has yet to announce how video podcasts will impact subscription tiers or pricing.
There’s strong potential for seamless content tie-ins. Netflix could use its recommendation engine to surface relevant podcast content after shows or movies, further integrating podcasts into the overall viewing experience.
Why should brands approach the video podcast space?
If you are a brand that has yet to enter the podcast space, or you’re looking to diversify your ad spend, why does video make the most sense for your brand? Here are three opportunities your brand should move on now:
- Get in on the ground floor: Streamers like Netflix are the next frontier for podcast deals, following Spotify and SiriusXM. Getting to new platforms early allows brands to establish presence and equate a higher share of voice and stronger brand associations with the format and creators.
- Go all in for the younger demographic: Gen Z listeners don’t just prefer video, they expect it. Staying audio-only risks losing younger audiences and viral reach. Missing key moments of cultural relevance that usually unfold visually, is not something your brand can afford to miss out on.
- Cross-platform amplification is key to brand relevance: Video podcasts naturally extend across platforms, generating multiple touchpoints from a single ad placement. Viral clips from shows like The Joe Rogan Experience and Call Her Daddy often gain massive traction on TikTok, YouTube, and Instagram, amplifying reach, boosting frequency, and driving deeper audience engagement.