YouTube has cemented its status as the leading platform for both streaming TV and podcasts. A recent survey conducted by Sounds Profitable and Signal Hill Insights in June 2025 revealed that 40% of monthly podcast listeners consider YouTube their primary service, significantly outperforming Spotify (18%) and Apple Podcasts (11%).
In a bid to rival YouTube, Netflix is gearing up to launch a series of video podcasts this year, with plans to introduce 33 shows. The streaming platform has secured partnerships with notable creators, including Bill Simmons, Charlamagne Tha God’s “The Breakfast Club,” and several Barstool Sports programs. Netflix aims to debut between 50 to 75 shows at launch.
Meanwhile, Fox has made notable strides in the podcasting industry by acquiring Red Seat Ventures, known for producing and handling ad sales for prominent conservative voices like Tucker Carlson and Megyn Kelly. Additionally, Fox has partnered with Audiochuck, the company behind the popular “Crime Junkie” podcast, to bring its content to the Tubi platform.
This shift in the podcast landscape is seen as a positive development by industry professionals, who welcome the potential competition for YouTube and the influx of investment into the medium. YouTube’s rise has encouraged numerous audio hosts to create video adaptations of their shows, attracting a wider range of influencers to the format.
Greg Glenday, CEO of the leading podcast company Acast, highlighted the evolving nature of podcasts, emphasising their role as a platform for influencers and creators seeking to enhance their appeal to advertisers.
Research indicates that the understanding of what constitutes a podcast is changing. According to the Sounds Profitable survey, 25% of respondents now view podcasts as encompassing both audio and video formats, a slight increase from the previous year.
Michael Calvin Jones, SVP of Wasserman Creators, remarked that the podcasting format, once predominantly audio, has transformed into a visually engaging content format akin to modern television programming.
However, the transition of podcasts to a television-like medium remains uncertain. Some industry experts express scepticism about whether podcasts, often featuring intimate conversations between one or two hosts, can successfully evolve into premium visual content.
Although YouTube’s popularity is growing, with more users reporting they watch podcasts there, it raises questions about the nature of this viewership. Adam McNeil, a podcast ad buyer at Adopter Media, pointed out that many users still listen more than they watch, suggesting that YouTube’s role is crucial for discoverability but that it remains primarily an audio-based platform.
The future of video podcasts in expanding the podcast audience or enhancing engagement—especially for Netflix—remains to be seen. In a strategic move, Netflix will debut Bill Simmons’ sports talk show live on Sundays starting January 11, aiming to create appointment-style viewing.
Nick Cicero, founder of Mondo Metrics, emphasised that video podcasts may not be game-changers like major original programming or live sports, but they can increase user engagement and retention and cater to niche audiences.
Netflix’s strategy, which encourages hosts to remove their shows from YouTube to gain exclusivity, presents a challenge for creators who often prioritise broader distribution and the interactive features YouTube offers.
While the potential of being featured on Netflix could introduce hosts to new audiences, some industry insiders, like McNeil, caution that abandoning YouTube could alienate fans who may not take the extra steps to find their content on a different platform. “I think it’s a huge risk,” he commented.
