Until recently, “creators” and “podcasters” occupied separate spaces. Creators existed on YouTube and social media, while podcasters were rooted in audio, closer in style to traditional radio presenters. Now, these worlds are colliding, with YouTube wanting to be more like Spotify, and Spotify wanting to be more like YouTube. This means “creators” are being increasingly encouraged to enter the podcasting realm, while “podcasters” are having to adapt to survive in the creator landscape of video and social media.

Recognising this, platforms are taking a more “creator-led” approach this year, by supporting podcast creators with new and improved tools and services. These are expected to tackle barriers to entry, improve monetisation, ease of content creation, audience growth, and video generation with new AI-powered features. While many podcasters are worried about the direction the industry is heading, 2026 represents a golden opportunity for podcasters ready to take advantage of a change in the status quo.

YouTube

Taking a quick look back at last year, YouTube led the way in making improvements for creators with the announcement of a collaboration feature, dynamic ad insertion, the enhancement of A/B testing, and auto-dubbing. 

This year, further improvements are expected to be rolled out, all with the help of new AI-powered tools. Some of these have been launched in the US already and will be shared with the UK in phases. One key change will be a feature that automatically creates clips and Shorts from full-length video podcasts. This will help podcasters compete with non-podcasting creators in the world of short-form video. Another addition is a tool that can generate video for audio-only creators, lowering the barriers to entry for creators who don’t have access to video production resources. YouTube’s US arm is also promising Ask Studio, an AI chat-bot within YouTube Studio that select content creators have begun to test.

Spotify

A year on from first launching their Partner Program, Spotify are set to expand it this month. Spotify claimed that the program would help podcasters to earn a living while improving the experience of their listeners by replacing ad revenue with a share of the Spotify Premium pie typically reserved for artists and record labels. After receiving positive reviews from the first batch of creators involved in the program, Spotify is now rolling out improvements aimed at lowering the barriers to entry, sponsorship management, and video distribution. 

The first update is to the program’s entry requirements. Spotify has significantly lowered their criteria to allow smaller and emerging creators to start earning. To be eligible, a show still needs to be hosted with Spotify for Creators or Megaphone, but creators now only require 1,000 engaged audience members and 2,000 hours of consumption in the last month, which is down from 2,000 users and 10,000 hours. The show must also have 3 published episodes, down from 12. These new requirements are roughly equivalent to what YouTube asks in order to monetise on their platform.

One of the main criticisms of the program has been in sponsorship management. Without dynamic ad insertion, creators lose a potential revenue stream. From April, Spotify has promised updates to make this easier with a new suite of tools.These include an easier process for removing and replacing sponsorships, adding host-reads and other inserts, and having the power to schedule updates in advance. Creators will also be able to monitor episode performance with new metrics, and manage earnings across revenue streams, giving them more control.  

Another anticipated update is a new Spotify Distribution API, which will allow creators to access Spotify video without changing their hosting platform. This will be launched with a select number of hosting partners including Acast, Audioboom, Libsyn, Omny and Podigee. All will be able to distribute video to Spotify without needing to re-upload directly in Spotify for Creators This is absolutely a win for podcasters and reduces the friction for podcasters considering video opportunities

Apple

Elsewhere, Apple is launching their brand new “creator studio” by the end of the month. This is a subscription bundle that offers a collection of “pro” apps that up until now, have only been available as one off purchases. Combining editing and productivity apps into one suite, the package includes Final Cut Pro, Motion, Pixelmator Pro, Compressor, and MainStage, as well as extra premium features for Keynote, Pages, Numbers, and even Freeform (free versions still exist for Apple products). Users will get additional AI features within the apps, such as having the ability to create presentations from a text outline, generate formulas and fill in tables. There is also a “Content Hub” where users have access to a selection of high-quality, royalty-free photos, graphics and illustrations. All this comes to $12.99 a month. For customers who have subscription fatigue and would rather continue with one time purchases, that remains an option, with Final Cut Pro currently selling at $299 – not an option offered by competitors like Adobe. 

What next?

So what do all these changes mean for podcast creators this year? 2026 is set to be a year of adjustment. A shift in power means that platforms are having to step up for creators. Creators can choose where to distribute their podcasts, take their audiences with them, and monetise independently, which means that platforms rely on them more than ever for bringing in users. Now, there is a sense of anticipation to see the changes promised by platforms. AI will play a big part in these changes, allowing platforms to deliver updates at a faster and cheaper rate, but it’s also important to recognise its limitations. Despite the technological possibilities for creators, monetisation still requires a considered strategy, video-editing needs to be shaped for retention, and short-form content benefits from editorial expertise rather than convenience. Navigating this might sound daunting, but with the right tools and a bit of direction, this could be a defining time for podcast creators who are up for the challenge. 

Don’t know where to start? Get in touch here with the Podcast Discovery team!