Podcasting Just Got a Major Upgrade: Spotify and Netflix Join Forces in a Game-Changing Deal
In a move that’s set to shake up the streaming world, Spotify and Netflix have announced a groundbreaking partnership that will bring video podcasts to Netflix starting next year. But here’s where it gets exciting: this isn’t just about expanding content—it’s about redefining how we consume podcasts and opening up new avenues for creators and advertisers alike. And this is the part most people miss: this deal could mark the beginning of a new era where video podcasts become as mainstream as your favorite TV shows.
Spotify, already a powerhouse in the audio podcasting space, has been quietly but aggressively pushing into video content. Why? Because video isn’t just the future—it’s the now, especially for Gen Z, who are devouring visual content at an unprecedented rate. Since 2024, video consumption on Spotify has been growing 20 times faster than audio-only content. With over 430,000 video podcasts already on its platform and more than 350 million users streaming videos, Spotify is betting big on this shift. But here’s the controversial part: Is this a desperate move to monetize a struggling ad business, or a visionary step into the future of entertainment?
The partnership kicks off with a curated selection of sports, culture, lifestyle, and true crime podcasts from Spotify Studios and The Ringer. Think The Bill Simmons Podcast, The Rewatchables, and Serial Killers—all coming to your Netflix queue. Over time, Spotify plans to expand this library with more genres and studios, turning Netflix into a one-stop shop for video podcasts. But here’s the question: Will this be enough to lure viewers away from YouTube, which has long dominated the video content space?
This deal comes on the heels of Spotify’s major pivot in its podcast strategy. After investing billions in exclusive deals with big names like Joe Rogan and Alex Cooper, and acquiring studios like Parcast, The Ringer, and Gimlet Media, the company faced a harsh reality: these investments weren’t translating into substantial profits. In 2023, Spotify made a bold move, laying off 200 employees in its podcast unit, including Dawn Ostroff, the chief content and business officer who had spearheaded its podcast initiatives. Was this a necessary correction, or a sign of deeper troubles?
Since then, Spotify has doubled down on video, launching tools for creators to publish video podcasts, incentivizing hosts with payments for popular videos, and introducing a Partner Program to monetize video content. They’ve also rolled out social features like polls, Q&As, and comments to engage audiences. But the Netflix partnership is the biggest play yet—a chance to reach a global audience of over 260 million subscribers. And this is where it gets controversial: Will this partnership cannibalize Spotify’s own platform, or will it drive more users to its service?
Spotify’s VP and Head of Podcasts, Roman Wasenmüller, calls this partnership ‘a new chapter for podcasting,’ promising expanded discovery and new opportunities for creators. But the devil is in the details—details Spotify isn’t sharing. How will ad revenue be split? What’s the long-term plan for monetization? These questions remain unanswered, leaving room for speculation and debate.
The deal starts in the U.S. in early 2026, with other global markets to follow. Meanwhile, Spotify’s stock has been under pressure, with ad-supported revenues dropping despite a growing user base. The company insists it’s on the right track, but investors remain skeptical. So, here’s the big question for you: Is this partnership a game-changer for Spotify, or just a band-aid on a bigger problem? Let us know in the comments—we want to hear your take!
