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However, Spotify dominates in the audio streaming space. Our take: Video podcasts are the next frontier for audio and video streamers alike, and unique features and less-expensive subscription options can help fuel adoption. YouTube and Spotify are the top dogs in their respective categories, but as direct competitors, Spotify has a long way to go.

Video provides additional revenue streams that are more difficult to pull off on audio. While audio-only podcasts have experimented with product placement, it鈥檚 more natural on video. It鈥檚 also easier to sell things like podcast-related merch in a video context where viewers can see products. But video podcasting comes with its own challenges for marketers.

In light of rising watch time on YouTube and a booming podcast ad market, video podcasts could be Netflix鈥檚 next frontier for new content.

Podcast ad revenues surpassed $2 billion in 2024: As revenues maintain consistent growth, advertisers must tap in to meet audiences where they鈥檙e at.

Netflix, Patreon explore podcast potential: As competition in the podcast space heats up, brands are looking for unique value propositions to draw audiences.

Microsoft鈥檚 AI assistant now handles bookings, shopping, and podcast creation, aiming to close the gap with ChatGPT by delivering real utility, not just enterprise hype.

Spotify will offer Partner Program in nine new markets: The platform hopes to attract more creators by expanding monetization opportunities鈥攁nd draw attention from YouTube.

Spotify keeps Bill Simmons on board: The Ringer founder extends his contract as Spotify pivots toward video podcasting and sustainable ad-driven content.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

Video is the new audio: Spotify鈥檚 push into video podcasts is showing early momentum, but it still faces stiff competition from YouTube鈥檚 dominance. Video consumption on Spotify has grown 40% since January, with some creators like YMH Studios reporting that their Spotify revenue more than tripled after joining the program.

Premium lite could appeal to connected TV (CTV) users who are more interested in YouTube鈥檚 general video content鈥攊ncluding its large library of movie titles鈥攔ather than music videos and audio options. What this means for creators: A lower-cost ad-free tier could change how content creators and influencers get their income and make subscription revenues a more important part of their business.

This week, new advertisers enter the podcast space, consumers discourage brand desperation, and brands take notes from Netflix.

Like Spotify has tried to say that they're the place for eBooks, for audio books. I don't think of them as that. We are trying to be the audio app, but I think of them as the place for music. And I wonder if Netflix can rebrand themselves to make people think, oh, podcasts, yes. Or content creators even, yes, Netflix is going to be the place for that. Ross Benes:.

It's much easier to get work that comes out of it that really kind of feels like you, like the example I said with the audio recording.

On today鈥檚 podcast episode, we discuss why the Trump administration extended TikTok鈥檚 sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss why Google is now keeping third-party cookies, who鈥檚 most likely to buy Chrome if they have to sell it, and the impact of AI Overviews so far. Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss what traveler media can do that retail media can鈥檛, what makes travelers more receptive to personalized ads, and the possibilities that emerge once fast, free WiFi becomes ubiquitous on planes. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Sarah Marzano, and the CEO of MileagePlus, United Airlines Richard Nunn. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss why the new funnel begins at checkout, what kinds of offers customers are most receptive to when getting ready to click the buy button, and how to avoid showing someone something they already have. Join Senior Director of Podcasts and host Marcus Johnson, Vice President of Content Suzy Davidkhanian, Senior Director of Briefings Jeremy Goldman, and Senior Vice President of Solutions and Operations at Rokt Jon Humphrey. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss the main reasons YouTube is the most watched platform on TVs, how 鈥淧lanet YouTube鈥檚鈥� gravitational pull is disrupting other media types, and what the biggest threat to its dominance is. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Bill Fisher for the conversation. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 podcast episode, we discuss (now that tariffs are here), how they鈥檙e impacting consumer behavior, some unexpected outcomes, and the numbers that will guide retailers in the months ahead. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Analyst Rachel Wolff and Senior Analyst Zak Stambor.

On today鈥檚 podcast episode, we discuss how department stores are getting on, how they鈥檙e evolving, and what the contemporary department store needs to do to stick around. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President of Content Suzy Davidkhanian and Senior Analyst Carina Perkins.

On today鈥檚 podcast episode, we discuss how tariffs will impact private labels, if private label still a synonym for 鈥渁ffordable鈥�, and some unofficial awards for the 5 most interesting private label players. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Analyst Arielle Feger.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of April. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Analysts Arielle Feger and Sara Lebow will defend their list against Vice President of Content Suzy Davidkhanian and Senior Analyst Blake Droesch, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.