Netflix is significantly intensifying its efforts to expand into the video podcast arena, rolling out an ambitious plan scheduled for early 2026. This initiative represents not merely a new content category for the company, but a calculated strategic move designed to directly challenge YouTube’s longstanding supremacy in the world of creator-driven video media. According to reports shared with Business Insider by two executives familiar with the negotiations, Netflix has communicated to prospective partners that it aims to debut between fifty and seventy-five shows when the service launches. Over time, that number could expand dramatically—potentially reaching as many as two hundred programs—as Netflix solidifies its presence within this rapidly evolving ecosystem.
To execute this goal, Netflix has begun approaching major Hollywood talent agencies with a wide-ranging directive. This outreach covers both the licensing of already established shows and the commissioning of completely new, original series built specifically for the platform. The genres under consideration are notably varied, reflecting Netflix’s desire for breadth: topics such as pop culture, true crime, sports, and diverse forms of comedy are all on the table. In this multipronged approach, Netflix demonstrates an understanding that attracting both well-known creators and niche audiences will be key to establishing credibility and viewership in a highly competitive space.
One of its more prominent early steps involved securing a high-profile agreement with Spotify. The deal will bring some of Spotify’s most successful video podcasts—such as “The Bill Simmons Podcast” and “The Rewatchables”—onto the Netflix platform. Beyond Spotify, the streamer has shown strong interest in other established podcast networks, including iHeartMedia, the home of influential shows like “The Jay Shetty Podcast” and “The Breakfast Club,” as Bloomberg reported. Steering these complex negotiations is Lauren Smith, Netflix’s Vice President of Content Licensing and Programming Strategy, who oversees the licensing dimension. Meanwhile, the strategic creation of original programs is being handled across several of Netflix’s internal content teams, ensuring that each segment benefits from the company’s depth of production expertise.
Netflix’s decision to dive into the podcast format illustrates both a reaction and an evolution. On one hand, it is responding to YouTube’s rapid growth as a television-like platform that blends traditional video entertainment with creator-led content. On the other, it is evidence of Netflix’s broader transformation beyond its foundational focus on scripted films and series. The company appears intent on becoming an all-encompassing entertainment hub, a single destination that audiences can turn to not just for movies and TV but also for live sports, interactive games, and potentially, video podcasts that bridge the gap between conversation and visual storytelling.
Michael Calvin Jones, Senior Vice President at Wasserman Creators, noted that Netflix’s entrance into the podcast field underscores how dramatically the format has evolved. What once originated as an audio-only medium, he explained, has now become a visual-first form of content—essentially a modern hybrid that mirrors talk shows, commentary programs, and entertainment segments that could exist simultaneously as audio and visual experiences. This transformation has made video podcasts one of the most dynamic areas of growth across media sectors.
For industry observers, Netflix’s growing investment in video podcasts is a signal of validation. Podcast insiders view this development as not only an exciting opportunity for increased competition within the field but also as a possible influx of new funding that could elevate content quality overall. The timing aligns with YouTube’s ascendancy as the leading platform for podcast consumption, surpassing traditional audio leaders such as Spotify and Apple. As YouTube gained dominance, countless creators began filming video versions of their audio shows to maximize visibility and monetization potential, while influencers from other content categories migrated into podcasting for new engagement possibilities. This expansion, in turn, drew the attention of large video streamers—including Netflix—who now perceive podcasts as a vital next frontier in digital entertainment.
Still, Netflix’s ambitious proposal faces formidable challenges. Perhaps the most significant sticking point in discussions with creators lies in its requirement that participating hosts remove their video podcasts from YouTube if they partner with Netflix. For many, this would mean sacrificing YouTube’s ad-driven revenue, massive built-in audience, and well-developed analytics tools. Netflix has sought to counter these concerns with reassurance: the company promises an aggressive marketing campaign for participating shows and is offering what several talent representatives describe as financially competitive deals. Two agents cited offers in the range of seven to eight million dollars for a one-year licensing agreement—an amount that signals the seriousness of Netflix’s intent to lure high-profile talent from rival platforms.
One talent agent summarized the move succinctly: “This is about competing with YouTube.” For some creators, the allure of Netflix’s prestigious brand, its global reach, and its potential to grant exposure to a fresh audience segment could prove irresistible. However, others remain cautious. Many prominent podcasters have established thriving businesses on YouTube, supported by direct audience interaction, flexible content control, and detailed data about viewer engagement. Transitioning behind Netflix’s paywall could pose risks, potentially alienating fans accustomed to free, accessible content. As another agent pointed out, “It’s a completely different business model—you have to weigh the benefits of Netflix’s offer against the depth of your current relationship with your audience.”
Further complicating negotiations is Netflix’s historically secretive approach to data transparency, raising questions about how much insight creators will actually gain into viewer metrics. Company representatives have suggested they are exploring methods to replicate some of the community-building features that make YouTube appealing, but no concrete framework has yet been presented. In addition, Netflix wants these podcast episodes to forgo traditional host-read advertisements in favor of standard TV-style commercial spots integrated into the programming. This direction aligns with Netflix’s established model across other media categories and ensures consistency in viewer experience. For some hosts, eliminating host-read ads might be a relief—no more repeating endorsements for brands like Casper or Quince. Yet, such ads hold immense value in podcasting, as they convey intimacy and authenticity between host and listener. Replacing them with generalized ad placements may lead certain creators to question whether the exchange of autonomy for licensing revenue is truly worthwhile.
The structure of upcoming deals could vary substantially. For instance, Netflix’s Spotify partnership allows shows to retain their original host-read ads, suggesting a degree of flexibility in certain cases. Nonetheless, video podcasts as a whole have emerged as one of the most intense battlegrounds among media conglomerates. The genre’s expansion has already birthed eye-popping contracts—such as Alex Cooper’s reported $125 million arrangement with SiriusXM and Amazon’s approximately $100 million streaming agreement with NFL’s Kelce brothers. Even legacy broadcasters like Fox are investing heavily in the space; this year, the network acquired Red Seat Ventures, which manages production and advertising for high-profile conservative figures including Tucker Carlson, Megyn Kelly, and Bill O’Reilly. Meanwhile, YouTube continues to iterate rapidly, introducing artificial intelligence tools aimed at enticing traditional audio podcasters to join its video platform.
For Netflix, moving into video podcasts mirrors its continued diversification strategy. Alongside pursuing partnerships with prominent YouTube creators like Ms. Rachel and Mark Rober, the company is also expanding into interactive gaming. This diversification helps Netflix extend viewer engagement as it faces slower subscriber growth in mature markets such as the United States. Co-CEO Greg Peters, addressing investors during an October earnings call, expressed optimism about this initiative. He remarked that the goal of the podcast strategy is to reinforce Netflix’s standing as “the most important service for entertainment needs”—a sentiment that reflects the company’s vision of remaining indispensable to its subscribers.
Finally, Netflix envisions its new podcasts as more than stand-alone projects. Executives have suggested they could serve as innovative promotional tools for existing or forthcoming shows, functioning as a digital-age counterpart to traditional late-night programs that once drove viewership through conversation and celebrity presence. Moreover, as Netflix increases its investment in live sports—having already acquired rights to air NFL games on Christmas Day and other select events—the company is exploring ways to make sports podcasts complement and enhance these broadcasts. In doing so, Netflix aims to blur the boundaries between podcasting, television, and live entertainment, reshaping how audiences experience and interact with its ecosystem of content.
Sourse: https://www.businessinsider.com/netflix-video-podcast-push-shows-to-challenge-youtube-2025-11
