The news: Netflix is making its first big move into the podcast business in a deal with Spotify that will see the popular streaming platform showcase a selection of Spotify video podcasts in 2026.

• The deal covers a broad podcast lineup, from sports content like “The Bill Simmons Podcast” to true crime shows like “Conspiracy Theories.”
• Video podcasts will be available in the US next year, with plans to expand to other markets.
• Netflix and Spotify did not disclose specific terms of the deal or state how long the licensing agreement will last.

Netflix enters the game: The move comes after months of speculation that podcasts would become Netflix’s next frontier. The platform was reportedly eyeing video podcasts in April, and co-CEO Ted Sarandos confirmed the company’s long-rumored interest in the format.

Netflix has already made subtle moves in the podcast industry: The company began co-producing a podcast with BBC Studio’s Audio unit in May, marking one of its first forays into the podcast arena through Netflix Podcasts. But this move with Spotify marks the first time podcasts will be available to stream directly from the Netflix platform.

What is Netflix up against? The partnership is a big step in Netflix’s ability to rival YouTube as the top streaming platform. The companies are neck-and-neck in the streaming battle, with Netflix averaging 37 minutes of daily time spent and YouTube averaging 39 minutes in 2025.

But YouTube leads the pack among platforms for podcasts, with 31% of weekly and 33% of monthly podcast listeners choosing YouTube as their preferred platform, per Edison Research. If Netflix wants to become the top choice for streaming, podcasts are a necessary investment.

What it means: For creators, the partnership will unlock a distribution channel that grants access to a vast and engaged audience—capitalizing on Netflix’s massive user base and the consistent rise in podcast listeners.

And while specifics on whether Netflix will sell ad space on podcast content is unclear, marketers could potentially have access to distinctive advertising opportunities on one of the most popular streaming platforms globally. Netflix could offer a unique experience to leverage Spotify’s podcast ad capabilities, integrating social commerce features like pop-ups, one-click shopping, and embedded QR codes. This could help Netflix become a top player in the increasingly crowded podcast arena.