Netflix is betting on podcasts to become the new daytime talk show
Netflix is making exclusive deals with podcast studios to compete with YouTube, but podcasters have mixed feelings.
TL;DR
- Netflix has signed deals with iHeartMedia and Barstool Sports for exclusive video rights to select podcasts, in addition to a prior deal with Spotify.
- YouTube has reported significant growth in podcast viewership on living room devices, with over 700 million hours watched monthly in 2025.
- Some podcasters are concerned that Netflix's move could contribute to a podcast bubble, similar to past experiences with Spotify's acquisitions.
- While some creators are embracing video-first podcasts, others find their audience prefers audio-only content, questioning the return on investment for video production.
- The definition of 'podcast' is becoming increasingly broad, encompassing various formats beyond traditional audio shows.
- Netflix's approach is seen as more calculated than Spotify's, which involved large acquisitions of individual creators and studios.
- Industry experts anticipate Netflix may pursue multi-million dollar deals with top podcast creators and high-profile personalities in the future.