When you turn on a podcast, you probably don’t open Netflix—at least not yet. Netflix wants to change that.
The streaming giant recently signed deals with iHeartMedia and Barstool Sports, adding to an earlier agreement with Spotify, to secure exclusive video rights to select podcast shows. Reports also suggest Netflix is in talks with SiriusXM. Together, these moves signal a clear push into video podcasts and a direct challenge to YouTube’s dominance in that space.
Podcasters see the strategy as an aggressive play, and the numbers back it up. YouTube says viewers watched more than 700 million hours of podcasts each month on living-room devices like TVs in 2025, up sharply from 400 million hours per month the year before. As audiences spend less time with traditional television and more time watching low-cost, creator-driven content, Netflix sees a potential long-term threat—and an opportunity.
Some podcasters understand why Netflix is making this move, but not everyone feels convinced. Several creators question whether video podcasts offer lasting value, while others worry Netflix may be fueling another bubble in an industry that has already seen one burst. Podcaster Ronald Young Jr. believes Netflix wants to challenge YouTube head-on to cement its role as the dominant content platform. He also points out that many people treat video podcasts as background noise, something ESPN and other networks have quietly encouraged for years.
The growing buzz around video podcasts has influenced some creators. When independent podcasters Mike Schubert and Sequoia Simone launched their show “Professional Talkers,” they chose a video-first approach on YouTube and Spotify, even though neither had worked in video before. Schubert later noticed that his audience didn’t strongly prefer video over audio. When he released an audio-only episode, it performed almost the same as the video version. That experience made him question whether the extra effort was worth it, especially when audio alone met listener expectations.
Young Jr. faced a similar decision and reached the same conclusion. After years of building an audio-first audience, he realized a pivot to video wouldn’t serve his listeners. Instead, it would mainly appeal to advertisers, executives, and industry insiders convinced that video represents the future of podcasting.
Still, demand for video podcasts exists, especially among viewers who enjoy having something on in the background. YouTube’s massive watch-time numbers reflect that behavior. Mikah Sargent, a longtime podcast host and producer, says listeners often describe podcasts as a companion during long drives, tough moments, or everyday routines. From Netflix’s perspective, podcasts offer something especially valuable: content that keeps people streaming for long stretches, often longer than a typical TV show.
The debate also highlights a growing disconnect between creators and tech companies over what a podcast actually is. For many podcasters, the format includes everything from casual conversations to scripted fiction, sound-rich storytelling, and investigative reporting. As podcaster Eric Silver puts it, the word “podcast” has become so flexible that it now simply means “show.”
Independent creators remain cautious. They still remember how Spotify’s rapid consolidation of the podcast industry inflated valuations, triggered layoffs, and eventually left many people questioning the health of the medium. That history makes podcasters wary when another major tech company steps in with deep pockets and bold ambitions. Silver warns that consolidation often benefits those at the top while leaving fewer resources for everyone else.
Netflix, however, appears to be moving more carefully than Spotify did. Spotify spent billions buying studios, platforms, and creators, controlling everything from recording tools to ad sales. Netflix has so far focused on partnerships with established media companies rather than individual creators. Still, industry watchers believe this is only the beginning.
Compared to Netflix’s projected $45 billion in annual revenue, its podcast investments barely register financially. Yet those same investments carry enormous weight in the creator economy. By spending relatively modest sums, Netflix can quickly test whether podcasts can become a core part of its platform. Analysts expect Netflix to eventually pursue major, nine-figure deals with top podcast personalities and develop original shows built around high-profile voices.
If Netflix succeeds, everyday viewing habits may shift again. Just as soap operas once played in the background of busy homes and sitcoms later filled that role, podcasts could become the new default background content. If Netflix becomes the place people go to stream them, the company won’t just expand its catalog—it will redefine how audiences consume spoken-word entertainment in the digital age.
