February 24, 2026
The Podcast Wars Are Over. The Video Era Has Begun.
Netflix is experimenting with podcasts.
Apple is rolling out native video uploads.
Spotify keeps investing in video features.
When legacy platforms all pivot at once, it usually means one thing.
They are reacting, not leading.
And in podcasting, the reaction is clear.
Audio is no longer the battlefield.
Video distribution is.
The real question is not who is entering video.
The real question is:
Has YouTube already become the default platform for podcasts?
We Should Stop Calling Them “Video Podcasts”
The phrase “video podcast” feels outdated.
It implies video is optional.
But look at the top charts across Apple and Spotify. A significant portion of those shows are also publishing full episodes on YouTube.
Not as an add-on.
As a growth engine.
For new shows trying to break through, launching without video is increasingly like launching a brand without social media.
Technically possible.
Strategically limiting.
Why YouTube Has Structural Momentum
YouTube did not “win” by accident.
It built advantages that compound.
1. Discovery Is Algorithmic
Apple and Spotify are destination platforms.
You open them to listen to something specific.
YouTube is an exploration platform.
You open it to discover something new.
That difference shapes growth.
Short clips from YouTube Shorts and TikTok feed long-form watch time. Long-form watch time feeds recommendations. Recommendations feed subscribers.
It is a self-reinforcing loop.
Audio-only platforms do not have that same native discovery architecture.
2. The Behavior Shift Already Happened
We know roughly 13 percent of television viewing now happens on YouTube.
That is not niche behavior.
That is mainstream behavior.
Smart TVs have turned YouTube into a living room platform. Long-form conversations are being consumed on couches, not just headphones.
Podcast consumption is moving from background audio to foreground viewing.
That shift favors video-first ecosystems.
3. Monetization and Ownership
For many creators, especially in business and tech, YouTube monetization can outperform traditional podcast CPMs.
AdSense
Mid-rolls
Channel memberships
Affiliate stacking
Direct integrations
Most importantly, monetization is integrated with discovery.
You do not need a separate ad sales pipeline to begin generating revenue.
That lowers the barrier to scale.
What About Apple and Spotify?
Apple allowing video uploads inside Apple Podcasts is a smart move.
Dynamic ad insertion coming to Apple Podcasts is long overdue.
Spotify has also been investing in video for years.
But here is the friction point.
Video alone does not equal discovery.
Unless these platforms build recommendation systems that rival YouTube’s algorithm or secure major exclusivity deals, they are fighting uphill.
Adding video is defensive.
Owning discovery is offensive.
Right now, YouTube owns discovery.
The Bigger Shift: Podcasts Are Becoming Shows
The industry is not moving from audio to video.
It is moving from podcast to show.
Shows require:
Visual identity
Set design
Lighting consistency
Multi-camera production
Clip strategy
Brand integration
The creator economy is not just about recording conversations anymore. It is about building media properties.
And media properties live where discovery exists.
Where Storybox Fits In
This shift is exactly why production infrastructure matters.
At Storybox Studios in London, Ontario, we see it every week.
Creators are not asking for “audio recording rooms.”
They are asking for:
Multi-camera podcast setups
Short-form clipping days
Branded set environments
Long-form lighting optimized for watch time
Clean 4K capture for YouTube distribution
Our 3,500+ sq ft studio was built around this reality.
Not one-off rentals.
Production days.
A 20x20 cyc wall for branded sets.
Dedicated podcast booths.
Kitchen and lifestyle sets for visual depth.
Space to batch record and clip.
Because if YouTube continues to lead discovery, creators need environments that match that standard.
The Big Takeaway
The podcast wars are no longer about audio distribution.
They are about video discovery.
YouTube is not just another platform in the ecosystem.
It is becoming the infrastructure layer for how podcasts are found and consumed.
Apple and Spotify are adapting.
But adaptation is not the same as advantage.
If discovery and monetization remain where they are today, YouTube’s lead will likely widen over the next 12 to 24 months.
The winners will not be audio-first.
They will be video-native.
