Netflix Makes Major Power Play with New Video Podcast Deals, Targets YouTube

Netflix has signed exclusive video podcast deals with major media companies. The streaming giant partnered with iHeartMedia and Barstool Sports this week. It also recently secured a deal with Spotify.

This aggressive move positions Netflix directly against YouTube. The goal is to dominate the growing video podcast market. According to TechCrunch, Netflix is also rumored to be in talks with SiriusXM.

Why Netflix is Betting Big on Podcasts for Your TV

Netflix sees a clear threat from YouTube. Data shows a massive shift in viewing habits. YouTube reported over 700 million hours of podcasts watched monthly on TVs in 2025.

That number is up sharply from 400 million hours last year. Netflix aims to capture this “background viewing” time. The company wants to be the top destination for passive, long-form content.

Entertainment attorney Matthew Dysart explained the strategy. He told TechCrunch that YouTube’s growth presents a long-term threat. Netflix is responding by securing exclusive video rights to popular talk shows.

This strategy is less risky than Spotify’s past approach. Spotify spent billions acquiring studios and tech platforms. Netflix is starting with licensing deals, which requires a smaller initial investment.

Podcast Creators Are Skeptical of the New “Gold Rush”

The podcast industry has seen this before. Many creators remember the Spotify bubble that later burst. That led to studio closures and widespread layoffs.

Independent podcasters question the value of a video pivot. Host Mike Schubert found his audience was indifferent to video. He noted audio-only episodes performed just as well as video versions.

Other creators worry about another industry consolidation. Podcaster Eric Silver told TechCrunch that consolidation often hurts the broader creative ecosystem. He fears resources become concentrated at the very top.

Still, some see the logic. Podcast producer Mikah Sargent compared it to background TV. He said podcasts now fill the role soap operas or sitcoms once did for passive viewing.

Netflix’s video podcast deals signal a fundamental shift in streaming strategy. The company is no longer just competing with Disney+ or HBO. Its new battlefield is the vast, conversational content landscape YouTube currently owns. This move could redefine what we watch on our biggest screens.

A quick knowledge drop for you

What companies did Netflix make deals with?

Netflix signed exclusive video podcast deals with iHeartMedia and Barstool Sports. It also has a recent agreement with Spotify. Talks with SiriusXM are reportedly ongoing.

Why is Netflix getting into podcasts?

Netflix aims to compete with YouTube for viewer attention. YouTube sees huge growth in TV podcast viewing. Netflix wants to capture that “background” viewing time on living room screens.

Are all podcasts going to have video now?

No. Many successful podcast formats, like narrative fiction, are audio-first. The current video push focuses on conversational talk shows that translate easily to a visual format.

How is this different from Spotify’s strategy?

Spotify bought studios and technology outright. Netflix is starting with licensing deals for existing shows. This is a more cautious and less expensive initial entry into the market.

What do podcast creators think?

Many independent creators are skeptical. They recall the boom and bust cycle sparked by Spotify. Some also question if their audio-focused audiences actually want video.

Will Netflix sign big individual creators?

Industry analyst Matthew Dysart believes it is likely. He expects Netflix to eventually pursue nine-figure deals with top podcast personalities, similar to Spotify’s deal with Joe Rogan.