Every brand wants to be a podcast network. Just saying, YPulse called the podcast franchise boom nearly two years ago. Now, Netflix and TikTok are joining in. TikTok is launching the TikTok Podcast Network with iHeartMedia, which will house up to 25 creator-hosted shows distributed across all major audio platforms. Since bringing Spotify pods to the platform in October, Netflix is now aggressively courting 50-75 new podcasts for a 2026 launch—but there’s a big catch: they want those hosts to abandon YouTube completely. Netflix also insists on swapping host-read ads (the personal ones listeners trust) for traditional TV-style commercials, essentially treating podcasts like any other show. This all sets up an interesting standoff with YouTube, who’s one of Gen Z’s main podcast platforms. TikTok’s approach says, “let’s help creators reach audiences everywhere,” while Netflix is saying “come be exclusive with us.” The real question: will Gen Z follow their favorite podcasters behind a paywall? (Adweek, Business Insider)
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