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.

Roman Wasenmüller, the head of podcasts at Spotify, said that the development "marks a new chapter for podcasting," as he announced a partnership with Netflix in mid-October.

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.

YouTube even offers audio show producers the ability to generate video using artificial intelligence to better illustrate their show on the platform.

Spotify is now moving in, and by the end of September, 390 millio

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