Why every streamer wants podcast deals: A flurry of exclusive video deals offers streamers a low-cost way to drive viewership.

Netflix challenges YouTube: YouTube leads in reach and revenue, yet Netflix’s rapid ad climb boosts its appeal for brand dollars.

Netflix bets on daily live podcasts: Popular iHeartMedia podcast “The Breakfast Club” will go live daily on Netflix as it swings at YouTube’s lead.

Apple-Spotify alliance redraws video podcast playbook: Shared tech and revenues lower barriers for video podcasts, leaving YouTube as the only major the lone silo.

Netflix hits the gas on advertising: The company secured a slew of NFL games, but its bet on podcast and vertical video ads is less certain.

Gen Z’s audio habits are rapidly shifting as streaming, social discovery, and multitasking reshape engagement. Music still dominates, but video podcasts and always-on listening are fragmenting attention and redefining how content is found and consumed.

Netflix powers ahead post-WBD: Q1 shows 16% revenue rise as ads are poised to hit $3 billion, proving it can scale without a mega-deal.

Audio is leading the story as Spotify allows for users to disable video, but carousel ads and Sponsored Playlists keep visuals in play.

YouTube tops global media with $62 billion in revenues and over $40 billion in ads, putting it ahead of Disney and legacy TV combined.

On today’s podcast episode, we discuss the three big questions surrounding Spotify right now: What will the audio giant do about AI slop? Can it generate significant revenue from advertising? Will people sit down in their living rooms and turn on a podcast to watch, en masse? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Senior Editor Daniel Konstantinovic. Listen everywhere, and watch on YouTube and Spotify.

Netflix’s ad revenues hit $1.5 billion, with expectations to double in 2026 as its next phase will hinge on broadening inventory advertisers know how to buy.

The rise of video podcasts has transformed the medium, creating new opportunities for advertisers. But as the ecosystem becomes more sophisticated, complexities are creating challenges for ad buyers and media platforms.​

Even as the majority of podcasters (71%) use video, per Sounds Profitable, video podcast ads are falling short of driving purchases compared with audio ads. YouTube’s video podcast ads are 18% to 25% less effective than audio downloads at driving users to purchase, according to an Oxford Road and Podscribe study. Video podcast consumption is growing, and YouTube remains the largest media platform globally, but advertisers looking to target podcast consumers specifically must make audio a core part of their campaign planning.

In 2026, AI will reshape advertiser workflows and behaviors, while rising video consumption will boost CTV and YouTube.

Netflix and iHeartMedia are discussing a deal that would allow the popular streaming platform to license iHeartMedia’s video podcasts, shortly after Netflix inked a similar deal with Spotify, per Bloomberg. An expanded video podcast portfolio will unlock new opportunities for marketers if Netflix chooses to sell ad space on podcast content.

Spotify is launching a free ad-supported TV (FAST) channel in partnership with Samsung TV Plus, per a Thursday announcement. Marketers now have the opportunity to combine the effectiveness and precision of CTV advertising with the authenticity of podcast advertising to convert passive listeners into active customers.

Netflix is making its first big move into the podcast business in a deal with Spotify that will see the popular streaming platform showcase a selection of Spotify video podcasts in 2026. For creators, the partnership will unlock a distribution channel that grants access to a vast and engaged audience—capitalizing on Netflix’s massive user base and the consistent rise in podcast listeners.

Spotify announced updates to its advertising offerings on Wednesday, expanding access to its inventory and enhancing its addressability capabilities for programmatic buyers through several new partnerships via Spotify Ad Exchange (SAX). Spotify’s new features are showing the company’s dedication to improvement, warranting experimentation for brands who are hesitant to leverage evolving resources.

As the number of podcast listeners grow, giving them options for both listening to or watching the latest episodes has become key to maintaining audiences. More than half of US podcast consumers (53%) prefer watching podcasts over just listening on YouTube, per the Podcast Landscape 2025 report from Sounds Profitable and Signal Hill. YouTube’s connected TV (CTV) and podcast dominance presents a unique opportunity for brands to advertise in a variety of formats, whether that’s sponsored episodes, partnerships, digital video ads, or pre-roll, mid-roll, and post-roll audio spots.