Jauhn Etienne Villaruel

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<div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763096843575cropped-Screen Shot 2025-11-14 at 1.06.46 PM.png" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner" style="text-align:left">Unsplash</span></span></span></div><p>NEW YORK, United States — Big tech platforms, including TikTok and Netflix, are all looking to add video podcasts to their content, a rapidly growing format that attracts a young audience prized by advertisers and where YouTube dominates.</p><div><a href="https://www.abs-cbn.com/news/technology/2025/11/13/spotify-to-add-music-videos-to-streaming-platform-0908">Spotify to add music videos to streaming platform</a></div><p>Roman Wasenmüller, the head of podcasts at Spotify, said that the development &quot;marks a new chapter for podcasting,&quot; as he announced a partnership with Netflix in mid-October.</p><p>Google-owned YouTube is now the leading destination for podcasts in the United States, with 33 percent market share according to Edison Research, and more than one billion consumers worldwide.</p><p>YouTube even offers audio show producers the ability to generate video using artificial intelligence to better illustrate their show on the platform.</p><p>Spotify is now moving in, and by the end of September, 390 million users of the Swedish streaming service had watched at least one video-version of a podcast.</p><p>&quot;Podcasting is correctly seen as a medium that is growing in usage considerably faster than a lot of legacy media, and that&#x27;s attractive to investors,&quot; said Martin Spinelli, a podcasting professor at the University of Sussex.</p><div><br/></div><div><strong>CONNECT WITH GEN Z</strong></div><div><br/></div><p>The rise of the podcast is particularly pronounced among young people, noted Yoram Wurmser, an analyst at Emarketer.</p><p>&quot;Gen Z are heavy podcast listeners and viewers, so it&#x27;s good to connect with them&quot; as much as possible, Wurmser said.</p><p>Donald Trump&#x27;s podcast tour during his US presidential campaign helped increase his popularity among young adults.</p><p>Democrat Zohran Mamdani, recently elected mayor of New York, also gave significant attention to podcasters.</p><p>A latecomer to this space, Netflix has already announced the release, in early 2026, of a dozen programs licensed from Spotify.</p><p>But according to Business Insider, Netflix aims to quickly offer more than 50 and eventually up to 200 in total that will include new productions made for Netflix.</p><p>TikTok announced Monday a collaboration with American radio giant iHeartMedia, aimed at launching up to 25 programs hosted by influencers.</p><p>&quot;We&#x27;re combining our vast networks to deliver relevant content on a massive scale,&quot; said Rich Bressler, iHeartMedia&#x27;s number two. &quot;It&#x27;s a win for creators, fans, and brands alike.&quot;</p><p>TikTok will not broadcast entire episodes but excerpts, similar to what most successful podcasts already make available, some garnering several million views each time.</p><p>The Chinese-owned social network doesn&#x27;t produce its own videos, any more than YouTube does, but Martin Spinelli expects streaming services to &quot;amplify the content that they&#x27;ve already monetized&quot; using podcasts.</p><p>Even before launching its offensive, Netflix had already produced audio extras for several of its hit series, from &quot;The Crown&quot; to &quot;Heartstopper.&quot;</p><p>Disney has also heavily invested in this niche and announced in early September the arrival of podcasts spun off from series like &quot;Only Murders in the Building&quot; and &quot;The Secret Lives of Mormon Wives.&quot;</p><p>For existing podcasts, access to new audiences using video should increase revenues, said Emarketer&#x27;s Wurmser, whether through advertising, subscriptions or merchandise.</p><p>Spinelli sees it as a victory for independent podcasts, which &quot;will be able to expand their audience.&quot;</p><p>&quot;It&#x27;s much easier to find&quot; a podcast based on its content &quot;on YouTube than on Apple Podcasts,&quot; said Spinelli, who himself hosts the program &quot;For Your Ears Only,&quot; &quot;and I think it will be the same for Netflix and TikTok.&quot;</p><div><br/></div><div><strong>© Agence France-Presse<br/></strong></div>

<p>Big tech platforms, including TikTok and Netflix, are all looking to add video podcasts to their content, a rapidly growing format that attracts a young audience prized by advertisers and where YouTube dominates.</p>

Big tech platforms, including TikTok and Netflix, are all looking to add video podcasts to their content, a rapidly growing format that attracts a young audience prized by advertisers and where YouTube dominates.

Video podcasts become next streaming battleground

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Video podcasts become next streaming battleground

Thomas Urbain,

Agence France-Presse

Published Nov 14, 2025 01:08 PM PHT

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