Netflix’s Bold Move: Betting on Podcasts to Replace Daytime Talk Shows
Netflix is making a strategic move to gain exclusive video rights to select podcasts, signaling a shift in the media landscape. The company has signed deals with iHeartMedia and Barstool Sports, in addition to a recent deal with Spotify.
The Rise of Video Podcasts
With YouTube viewership stats showing over 700 million hours of podcasts watched on living room devices in 2025, Netflix is betting on the growing trend of video podcasts. However, not everyone is convinced about the long-term value of video podcasts.
Podcasters’ Skepticism
Some podcasters, like Ronald Young Jr., are skeptical about Netflix’s move, worrying that it might contribute to a podcast bubble. Young Jr. thinks people are turning on video podcasts and letting them play in the background, noting that ESPN has been doing this for much longer.
The Disconnect Between Creators and Tech Companies
There’s a disconnect between how creators and tech companies think about podcasts. For creators, a podcast can be a conversational show or a format that doesn’t translate seamlessly to video. This disconnect is evident in the way Netflix and Spotify approach podcasts.
Consolidation and Its Consequences
Podcasters remember what happened when Spotify bought up and consolidated a significant chunk of the industry, creating a bubble that eventually burst. The impact reverberated across the industry, with studio closures, layoffs, and a conception among onlookers that podcasting was “dead.”
Netflix’s Calculated Move
Unlike Spotify, Netflix is making a more calculated move, signing deals with select podcasts and not throwing money at the top creators. However, the impact of this move on the podcast industry remains to be seen.
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