Spotify partners with Netflix for video podcast distribution deal

Spotify is bringing its video podcasts to Netflix starting next yr, the corporate announced on Tuesday. Amid the corporate’s push to further expand its video content selection and boost its ads business, Spotify has announced a partnership with Netflix that can showcase select video podcasts on the favored streaming service.

At launch, the Netflix-Spotify partnership will bring a curated choice of sports, culture, lifestyle, and true crime podcasts from Spotify Studios and The Ringer to Netflix. Over time, the deal will see Spotify adding much more podcasts from other studios and genres, Spotify said.

The move follows Spotify’s increased concentrate on video podcasts, starting with the launch of tools that made it possible for anyone to publish their shows as videos. Over the past yr, the corporate has added incentives that paid podcaster hosts for his or her popular videos and launched a Partner Program so hosts could monetize their video content, in a challenge to YouTube.

Spotify has also recently rolled out various social tools that permit hosts engage their audiences, including polls, Q&As, comments, and more.

Spotify’s interest in streaming video comes after a significant shift in its podcast strategy back in 2023, which included layoffs, including that of chief content and business officer Dawn Ostroff, who had led its podcast initiatives. During Ostroff’s time on the service, Spotify had invested billions in podcasts, buying studios like Parcast, The Ringer, and Gimlet Media, and signing exclusive podcast deals with big names like Joe Rogan and Alex Cooper, which have since expired.

Nevertheless, Spotify’s investments didn’t turn into substantial profits, necessitating a brand new strategy. Video, which is heavily consumed by Gen Z users specifically, offers more opportunities for ad products and monetization, the corporate now believes. As of Q2 2025, the corporate said it now has greater than 430,000 video podcasts on its service, and video consumption is growing 20x faster than audio-only consumption since 2024. Greater than 350 million Spotify users have also streamed a video on its platform, up 65% year-over-year.

Reached for comment, Spotify declined to share the main points of its take care of Netflix, by way of ad-sharing or monetization.

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Initially, Spotify’s video podcasts will probably be made available to users within the U.S. starting in early 2026. Other global markets will follow.

“This partnership marks a brand new chapter for podcasting,” said Spotify VP and Head of Podcasts, Roman Wasenmüller, in an announcement. “Along with Netflix, we’re expanding discovery, helping creators reach latest audiences and giving fans world wide the prospect to experience the stories they love and uncover favorites they never expected. This offers more selection to creators and unlocks a totally latest distribution opportunity,” he added.

Spotify’s stock declined after its last earnings release in July as the corporate’s ad-supported revenues dropped despite a growing user and subscriber base. The corporate told investors on the time that it still believed in its overall strategy and its ability to show around its programmatic ad business.

The next Spotify shows are included within the distribution partnership:

  • The Bill Simmons Podcast
  • The Zach Lowe Show
  • The McShay Show
  • Fairway Rollin’
  • The Mismatch
  • The Ringer F1 Show
  • The Ringer Fantasy Football Show
  • The Ringer NFL Show
  • The Ringer NBA Show
  • The Rewatchables
  • The Big Picture
  • The Dave Chang Show
  • The Recipe Club
  • Dissect
  • Conspiracy Theories
  • Serial Killers

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