【ニュース】大手参入でポッドキャスト新時代に突入

Contents

Vocabulary
Article
Comprehension Questions
Summary
Discussion

Vocabulary

Phase – A stage in a process

The company is entering a new phase of expansion.

Enhance – To improve or make something better

Visuals can enhance the listening experience.

Traditional media – Older forms of media such as TV, radio, and newspapers

Traditional media audiences are shrinking each year.

Excerpts – Short parts taken from a longer work

The trailer included excerpts from the full interview.

Spin-off – A new product based on an existing one

The show became so popular that it produced two spin-off series.

Article

The New Era of Podcasting

Podcasting is entering a new phase as major media companies compete for younger audiences. Roman Wasenmüller, Spotify’s head of podcasts, announced that the platform’s partnership with Netflix “marks a new chapter for podcasting.” This comes at a time when Google-owned YouTube holds the largest share of the U.S. podcast market, with 33 percent, and more than one billion users worldwide.

YouTube now allows podcast creators to use artificial intelligence to generate videos that visually enhance their audio content. Spotify is following quickly. By the end of September, 390 million Spotify users had watched at least one video version of a podcast, showing how strongly the format is shifting toward visual media.

According to Martin Spinelli, a podcasting professor at the University of Sussex, podcasting continues to grow much faster than traditional media, making it attractive to investors. Analysts say this rise is especially noticeable among Gen Z. Yoram Wurmser of Emarketer explains that Gen Z listens to and watches a large number of podcasts, so platforms are eager to connect with them.

Podcasting is also becoming a valuable political tool. Donald Trump’s podcast tour during his presidential campaign boosted his popularity with younger voters. New York’s recently elected mayor, Zohran Mamdani, also used podcasters to reach a broader audience.

Netflix, a newcomer to the podcast world, is moving quickly. It plans to release a dozen shows licensed from Spotify in early 2026, with goals to expand to more than 50—and eventually up to 200—including original productions.

Other platforms are also joining the race. TikTok and iHeartMedia recently announced a partnership to launch up to 25 shows hosted by influencers. TikTok will only share short excerpts, similar to what many successful podcasts already use to attract millions of views.

Disney has also invested heavily, producing podcast spin-offs from popular series like The Secret Lives of Mormon Wives and Only Murders in the Building. Experts believe that the shift to video podcasts will help creators reach new audiences and increase revenue through advertising, subscriptions, and merchandise.

Spinelli argues that this trend benefits independent podcasters the most. Platforms like YouTube and soon Netflix and TikTok make it much easier for users to discover new shows, giving smaller creators a chance to grow globally.

_{Source: Associated Press News (English)}

Comprehension Questions

Answer the questions following the article in English.

Why does Spotify consider its partnership with Netflix a “new chapter for podcasting”?
How is YouTube supporting podcast creators with AI?
Why are companies trying to target Gen Z listeners?
How have political figures used podcasts?

Summary

In your own words, attempt to summarise the article in 4 sentences or less.

Discussion

Discuss these topics with your tutor, and support your answers with examples or experience.

How might AI change the future of podcasting?
Is podcasting a more effective medium for political communication than traditional media?
Would you prefer to watch or listen to a podcast? Explain your preference.