Spotify is bringing its growing video podcast catalogue to Netflix, marking a major step in the streaming giant’s bid to expand its footprint in video content and advertising.
Spotify has announced a strategic partnership with Netflix that will allow select video podcasts to be streamed directly on the video platform. The collaboration, which takes effect in early 2026, aims to merge the strengths of both platforms — Spotify’s diverse creator network and Netflix’s massive global audience — to redefine how podcasts are consumed and monetized.
The initial rollout will begin in the United States, with other international markets set to follow.
A New Chapter for Podcast Distribution
At launch, Netflix will host a curated collection of video podcasts from Spotify Studios and The Ringer, covering genres such as sports, lifestyle, culture, and true crime. Over time, Spotify plans to expand the offering to include additional shows from other studios and independent creators.
“This partnership marks a new chapter for podcasting,” said Roman Wasenmüller, Spotify’s Vice President and Head of Podcasts. “Together with Netflix, we’re expanding discovery, helping creators reach new audiences, and giving fans around the world the chance to experience the stories they love and uncover new favorites. This unlocks a completely new distribution opportunity.”
By making podcasts available through a mainstream video service, Spotify hopes to attract new audiences who prefer visual storytelling — especially younger viewers who spend most of their time on video platforms.
Spotify’s Shift Toward Video
The Netflix collaboration underscores Spotify’s increasing focus on video podcasts, a strategy that began in 2023 with the rollout of tools allowing any creator to publish video versions of their shows. Since then, the company has introduced multiple initiatives to help podcasters monetize video content, including a Partner Program and creator incentives that reward high-performing shows.
As part of this strategy, Spotify has added social engagement tools — including comments, Q&As, and polls — to encourage interaction between hosts and listeners. The platform says these features are designed to make podcasting more dynamic and community-driven, similar to YouTube’s creator ecosystem.
Learning from a Costly Podcast Era
Spotify’s latest move also signals a strategic correction following its expensive audio-only podcast experiment. Between 2019 and 2023, the company invested heavily in the podcast market, acquiring studios such as Gimlet Media, Parcast, and The Ringer, while signing exclusive deals with major names like Joe Rogan and Alex Cooper.
Despite these efforts, the podcast division struggled to deliver strong returns. The company restructured in 2023, leading to layoffs that included Chief Content and Business Officer Dawn Ostroff, who had spearheaded the company’s podcast push.
Now, Spotify is betting that video-based content — which appeals strongly to Gen Z audiences — will open up new avenues for advertising and subscription revenue.
Rapid Growth in Video Podcast Consumption
According to Spotify’s Q2 2025 report, video podcasts are now one of the fastest-growing segments on the platform. The company revealed that it hosts over 430,000 video podcasts, and video consumption has grown 20 times faster than traditional audio podcasts since 2024.
More than 350 million Spotify users have streamed a video on the platform, representing a 65% year-over-year increase. These metrics underline the company’s growing confidence that video could become a defining part of its future business model.
The Netflix Advantage
For Netflix, the collaboration represents a new content category and an opportunity to engage users beyond traditional film and TV programming. By hosting Spotify’s curated selection, Netflix could also strengthen its position as a hub for long-form entertainment — from documentaries to talk shows and now podcasts.
Although Spotify declined to disclose details about ad revenue sharing or content monetization, analysts expect both companies to leverage the deal for cross-platform ad opportunities and creator visibility. The partnership also positions both platforms to compete more aggressively with YouTube, which remains the leading destination for video podcasts.
A Step Toward the Future of Audio-Visual Streaming
Spotify’s decision to embrace video and partner with Netflix highlights how the boundaries between music, podcasting, and video streaming continue to blur. As audiences demand more interactive and visual experiences, companies like Spotify are racing to deliver content that can be watched, not just listened to.
For creators, the deal opens the door to new audiences and potential revenue streams. For Spotify, it signals a long-term pivot toward a multi-format platform — one that bridges music, podcasts, and visual media in a single ecosystem.
