Netflix and Spotify form video podcast partnership as concept of ‘podcast shows’ grows
Netflix and Spotify announced last week a partnership in which a selection of Spotify’s top video podcasts will appear on Netflix.
Video podcasts have been growing, with a Cumulus Media Study finding that 72% of podcast listeners prefer shows with video, highlighting the opportunity for brands, platforms, and creators to reach audiences and distribute shows.
The partnership will bring sports, culture, lifestyle, and true crime podcasts from Spotify and The Ringer (owned by Spotify), which align with Netflix’s programming.
Some of the shows include: The Bill Simmons Podcast, The Ringer F1 Show, The Rewatchables, and Serial Killers.
The video podcasts will be available on Netflix in the US from early 2026, with other markets expected to follow.
As part of the deal, full episodes will be coming off YouTube; however, clips will remain available on the titles’ YouTube channels.
Additionally, earlier in the month, Global announced the launch of Global Studios to accelerate a video-first approach to podcasting.
The media and entertainment group also announced it has acquired the creator network The Fellas Studios.
Also this month, Rosie Allimonos, Nishma Patel Robb and Kirsty Hunter launched HERA, the UK’s first video podcast network to focus on stories through a female lens.
Arguably, these recent movements signal a shift in the value assigned to video and suggest that podcasts are evolving, offering new opportunities for brands and advertisers.
Analysis: Podcasts are the new entertainment shows
Speaking at the Interactive Advertising Bureau (IAB) Upfronts, Sarah Ray, commercial podcast director at Global, underlined that Global’s recent announcements were a “huge statement of intent” to accelerate its video-first strategy.
“Video is no longer a nice-to-have,” she added.
The fact that two of the biggest names in streaming have decided to back the vodcast space underscores its growing value.
Allimonos echoed this: “Spotify teaming up with Netflix really shows how far video podcasts have come. They’re now becoming part of mainstream entertainment.”
Additionally, it is argued that the intimacy podcasts achieve with listeners is only amplified by video.
“Podcasts have therefore become the new ‘shows’, and it makes them easier to share and build communities around,” Allimonos added.
These communities have certainly proved to be an opportunity brands want to tap into. For instance, in September, it was announced that the Bundesliga had given a share of live match rights to content creator podcasts on YouTube.
The communities around these channels were identified as a massive driver for fans, and for brands wanting to build affinity with them.
The opportunity for brands
The collaboration marks new opportunities for advertisers and brands wanting to reach highly engaged fans, and it also simplifies discovery for consumers.
Mel Clow, managing partner, activation and digital partnerships at Omnicom Media Group UK, echoed this: “Video podcasting provides brands with a multi-dimensional opportunity to reach highly engaged consumers.
“It’s like an intimate chat show where we can drive brand advocacy amongst trusted voices.
“With Netflix, it expands that moment into more big-screen opportunities where we can drive smarter reach with Unified Video.”
However, Clow underlined the need for brands to consider how to maintain quality audio and to think about visual brand cues.
A strategic deal
An important caveat to the Spotify and Netflix deal is that episodes will be removed from YouTube.
Adam Bowie, media analyst, estimates that this could be down to the podcasts involved likely commanding a higher cost per thousand impressions (CPM) for their podcast audio, rather than the passive ad income they generate from YouTube.
Bowie underlines that the deal benefits Spotify, which will likely receive a higher per-episode payment, making the loss of revenue from YouTube less impactful.
Meanwhile, the deal also enables Netflix to strengthen its lean-back talk-show offering at greater cost-effectiveness.
Spotify also benefits from having its content on CTV within the living room, resulting in more incremental reach, while Netflix has access to new content and a backlog of shows.