These days, it seems as if every social platform wants to build a podcast library. If those podcasts have video versions, that’s even better.
But here’s the thing about podcasts: Building an audience of devoted listeners is no small feat. Perhaps that was easier in the days when podcasting was still a niche hobby, but the number of video podcasts is now into six digits — and that’s just on Spotify. Audio programming is still a popular investment, but the industry is starting to look pretty bubbly.
The current state of podcasts puts Netflix in a predicament. The streamer has signalled its interest in the video podcast space, but it has to figure out how to actualize that idea. As companies like Alex Cooper’s Unwell diversify to put less emphasis on podcast production, Netflix is moving in a different direction: Rather than making its own podcasts, it’s borrowing some from Spotify.
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Starting in 2026, U.S. Netflix subscribers will be able to sample a curated selection of Spotify-hosted video podcasts. The first batch of shows heading to Netflix includes multiple podcasts produced by The Ringer, a network led by sports and culture pundit Bill Simmons (pictured above). NBA fans will be able to get insights from the man who wrote The Book of Basketball on his flagship Bill Simmons Podcast, while The Rewatchables offers Netflix users a choice for film buffs.
Of course, no podcast partnership is complete without some true crime, so Spotify is including originals like Conspiracy Theories and Serial Killers in its curated Netflix selection. Spotify “will continue to add more podcasts from various genres and studios” to the collection while also expanding the partnership to non-U.S. regions, according to a press release.
Spotify VP and Head of Podcasts Roman Wasenmüller described the partnership as a “new chapter for podcasting.” Netflix VP of Content Licensing and Programming Strategy Lauren Smith added that the rising prominence of video podcasts paved the way for the blockbuster deal. “From pop culture and lifestyle to true crime and sports, this curated selection of video podcasts adds fresh voices and new perspectives to Netflix, making our entertainment lineup more exciting than ever,” she said. “This offers more choice to creators and unlocks a completely new distribution opportunity.”
Netflix’s podcasting strategy up to this point has been uneven. Though the streamer produces companion shows for hit franchises like Stranger Things, those podcasts are mostly distributed through platforms like Spotify and are hard to find via the Netflix interface. Here, for example, is a screenshot of the search results for “stranger things,” with no add-on pod to be found.
One would think that the arrival of a new crop of Spotify shows will come with some enhancements that make video podcasts more accessible on Netflix. Therefore, we’ll be keeping our eyes peeled for relevant announcements. If they don’t come before 2026, then the web video boogeyman known as poor discoverability could rear its ugly head once again.
