Spotify has always been known as a music-first platform, but recent developments show the company is now placing a strong focus on the future of podcasts, especially video podcasts. The success of Joe Rogan’s show, politics aside, demonstrates that audiences are increasingly drawn to visual podcast content. YouTube has shown the same trend, proving that video formats capture attention in ways that audio alone cannot.
Even as debates continue over Spotify’s music payout policies, the company is investing heavily in content creation. Critics who say Spotify is shortchanging musicians miss the bigger picture. The company is focused on innovation, building infrastructure, and expanding its presence in the podcasting world rather than getting stuck in outdated arguments.
Spotify recently opened a new 11,000-square-foot podcast studio in Los Angeles’ Sycamore media district, its second location in the city, designed specifically for video production. The facility has five fully equipped studios and dedicated staff to help creators produce high-quality content. This expansion is part of Spotify’s strategy to move beyond audio-only podcasts and meet growing demand for video content.
The results are clear. Video podcasts on Spotify have already reached over 170 million users, and daily streams have grown 39 percent year over year. Retention for video content also exceeds that of audio-only podcasts, showing stronger audience engagement.
Several of The Ringer’s most popular video podcasts, including The Rewatchables, Ringer-Verse, and The Hottest Take, will begin streaming on Netflix in early 2026, highlighting Spotify’s focus on cross-platform growth. Founded by Bill Simmons, The Ringer is a leading media brand known for its extensive network of podcasts and website covering sports, pop culture, and entertainment. Its flagship shows include The Bill Simmons Podcast, movie analysis with The Rewatchables, and deep dives into television, reality TV, and nerd culture through shows such as The Watch, Ringer-Verse, and The Ringer Reality TV Podcast.
With its mix of analysis, commentary, and engaging discussions, The Ringer has become a go-to destination for fans of sports and pop culture. Its video podcasts have emerged as a major driver of Spotify’s expanding audience. Spotify acquired The Ringer in early 2020 for a reported $200 to $250 million, strengthening its foothold in the podcasting and video content space.
Over the last five years, Spotify has invested more than $10 billion in podcasting, offering nearly 7 million titles. Top shows include The Joe Rogan Experience and Amy Poehler’s Good Hang. While the podcast division has often operated at a loss, the company is now focusing on monetization strategies for creators and video content to turn audience engagement into sustainable revenue.
The move to video podcasts also positions Spotify to compete with YouTube, Netflix, and other major players in entertainment. Podcasting is no longer a niche medium; it is now mainstream, recognized by major award shows and embraced by millions of dedicated listeners. For creators, advertisers, and investors, video podcasts provide a strong opportunity for growth, engagement, and long-term monetization.
Spotify’s proactive approach of building modern facilities, securing cross-platform deals, and expanding into video content demonstrates foresight. By embracing the video podcast trend, Spotify is not just following industry trends but actively shaping the future of streaming entertainment.
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