Chris Unger/Zuffa LLC
- Netflix is partnering with Spotify to stream video podcasts from Bill Simmons and others.The semi-exclusive deal means the video pods will be removed from YouTube.Netflix is trying to engage subscribers with new content formats.
Netflix is making its first major foray into video podcasts with a deal to feature some of Spotify's top shows on its global streaming platform.
Under a multi-year licensing partnership announced on Tuesday, video versions of Spotify-owned The Ringer and Spotify Studios podcasts, including "The Bill Simmons Podcast," "The Rewatchables," and "Conspiracy Theories," will stream simultaneously on Netflix and Spotify starting in early 2026 in the US. As part of the deal, the video versions of the shows will be removed from YouTube. The partners expect to expand the deal to other markets and shows.
Netflix described the deal as a way to add new voices and perspectives to the platform, enhancing its entertainment lineup. Spotify framed it as helping creators reach new audiences and letting fans discover new shows.
"It's a really smart move by Netflix and Spotify," said longtime media exec Hernan Lopez, founder of research firm Owl & Co. "It allows Netflix to add podcasts of high quality onto the platform from a partner it has a long-standing relationship with and has mutual trust, and allows Spotify to expand its reach of its owned podcasts, inclusive of host-read ads."
Netflix has been pursuing video podcasts and independent YouTube creators as the streamer seeks new ways to attract subscribers and keep its existing ones engaged. To that end, the streamer has explored deals with individual podcasters, including Alex Cooper of "Call Her Daddy" fame, two people familiar with the talks previously told Business Insider. Netflix has also been looking to hire a video podcast executive.
Getting the shows off YouTube is a win for Netflix. The streamer values exclusivity in its talent deals, but top independent creators often want to distribute their shows as widely as possible. Netflix's recent licensing deal with Ms. Rachel, for example, was nonexclusive, so the preschool show host continues to air her show on YouTube.
Another notable aspect of the deal: Netflix will carry the shows unchanged, with their existing host-read ads. That means even people who pay more for ad-free Netflix will hear the ads, just as they do with live sporting events that stream on Netflix. It's TBD if Netflix will monetize the podcasts further with ads that it sells itself. Financial terms of the partnership weren't released.
Video podcasts have become the new battleground among platforms. Google-owned YouTube has been talking up the increase in podcast viewing on its platform after being crowned the top place for podcast listening, ahead of Spotify and Apple. Now, it's rolling out new AI tools to encourage podcasters to create video versions of their shows. TikTok has expressed interest in encouraging podcasters to post more on its platform, people who have had discussions with the company told Business Insider.
Podcasts are mostly consumed in their audio form, but research has shown there's overall growth in their video versions. An Edison Research report in July found that over half (51%) of the US population 12 and up said they had watched a video podcast, with 37% having watched one in the previous month.
