A New Chapter in Podcast Industry
Spotify is set to launch its video podcasts on Netflix in early 2026. The partnership will initially showcase a curated selection of podcasts, expanding the reach of Spotify’s video content.
The collaboration highlights the company’s push to grow its video library and strengthen its advertising business. Users in the U.S. will have first access, with other countries following later.
Curated Content from Spotify Studios and The Ringer
At launch, Netflix will feature sports, culture, lifestyle, and true crime podcasts. Shows from Spotify Studios and The Ringer will lead the distribution.
Some of the popular shows include:
- The Bill Simmons Podcast
- The Zach Lowe Show
- The Ringer F1 Show
- Serial Killers
- The Rewatchables
Over time, Spotify plans to add more podcasts from other studios and genres.
Video Podcasts: A Key Focus for Spotify
Spotify has been pushing video podcasts for the past year. The platform now allows anyone to publish video shows, helping creators monetize through ads.
The company has also added social features like polls, Q&As, and comments to engage audiences further.
According to Spotify, video content is growing 20 times faster than audio-only content since 2024. More than 350 million users streamed a video on the platform, up 65% year-over-year.
Strategic Shift After Podcast Challenges
Spotify’s move to video comes after previous podcast investments showed limited profitability.
In 2023, the company laid off key executives and scaled back exclusive podcast deals. Despite billions spent on studios like Parcast, Gimlet Media, and The Ringer, ad-supported revenue remained under pressure.
Now, video content presents higher ad opportunities, particularly for Gen Z viewers, who consume more streaming videos.
Global Expansion and Monetization Potential
While specific ad-sharing details were not disclosed, Spotify emphasized the partnership will unlock new distribution opportunities.
Roman Wasenmüller, Spotify VP and Head of Podcasts, said the deal will expand discovery, helping creators reach new audiences and allowing fans to explore favorite stories.
Initially, the video podcasts will be available in the U.S., with a global rollout planned after the launch.
Conclusion
Spotify’s collaboration with Netflix marks a major step in the evolution of podcasts. The deal highlights the growing importance of video content in the streaming and advertising space.
With millions of Spotify users already engaging with video, the partnership could redefine how audiences discover and consume podcasts worldwide.
