Spotify is bringing its video podcasts to Netflix starting next year, the company announced on Tuesday. Amid the company’s push to further expand its video content selection and boost its ads business, Spotify has announced a partnership with Netflix that will showcase select video podcasts on the popular streaming service. At launch, the Netflix-Spotify partnership will bring a curated selection of sports, culture, lifestyle, and true crime podcasts from Spotify Studios and The Ringer to Netflix. Over time, the deal will see Spotify adding even more podcasts from other studios and genres, Spotify said. The move follows Spotify’s increased focus on video podcasts, beginning with the launch of tools that made it possible for anyone to publish their shows as videos. Over the past year, the company has added incentives that paid podcaster hosts for their 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 a number of social tools that let hosts engage their audiences, including polls, Q&As, comments, and more. Spotify’s interest in streaming video comes after a major 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 at 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. However, Spotify’s investments failed to turn into substantial profits, necessitating a new strategy. Video, which is heavily consumed by Gen Z users in particular, offers more opportunities for ad products and monetization, the company now believes. As of Q2 2025, the company said it now has more than 430,000 video podcasts on its service, and video consumption is growing 20x faster than aud...
First seen: 2025-10-14 18:38
Last seen: 2025-10-15 15:43