Netflix partners with Spotify for video podcasts
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Netflix has partnered with Spotify to bring select video podcasts to its platform starting in early 2026, the companies announced Tuesday.
Why it matters: The deal brings a new content category to Netflix and creates another distribution model for Spotify's growing video podcast business as the format grows in popularity.
Driving the news: The partnership will launch with a curated selection of podcasts spanning sports, culture, lifestyle and true crime from Spotify Studios and The Ringer, including "The Bill Simmons Podcast," "The Rewatchables" and "Conspiracy Theories."
- The podcasts will be available on Netflix in the U.S. with more markets to come. Financial terms of the deal were not disclosed.
- "Together with Netflix, we're expanding discovery, helping creators reach new audiences and giving fans around the world the chance to experience the stories they love and uncover favorites they never expected," Spotify's vice president, head of podcasts Roman Wasenmüller said in a statement.
The big picture: Video podcasts have become an increasingly popular format, growing audiences and providing bigger revenue opportunities compared to traditional audio.
- Netflix co-CEO Ted Sarandos said in April, in response to an analyst's question, and again at the TIME 100 Summit, that the company was interested in video podcasts.
- "Podcasting is becoming much more video-forward. ... People seem to really like them and enjoy them, and we're always looking for what is the media that people are looking for that we can bring value to," Sarandos said at the TIME 100 Summit.
- Adding podcasts follows Netflix's bet on unscripted entertainment alongside its push into stand-up comedy, sports programming and live events.
Reality check: Netflix enters a crowded arena. YouTube has been the category leader with 33% of U.S. weekly podcast listeners using the service, per Edison Research.
- Amazon has ramped up video support, recently adding Jason and Travis Kelce's "New Heights" podcast to Prime Video in the U.S.
- SiriusXM has signed podcasts with popular video versions like Alex Cooper's "Call Her Daddy."
What's next: Netflix and Spotify said they will continue to add more podcasts to the partnership.
