Spotify partners with Netflix for distribution of video podcasts
Spotify is bringing its video podcasts to Netflix, the company announced earlier this week. At the start of the collaboration, a curated selection of podcasts in the categories of sport, culture, lifestyle, and true crime will be available on Netflix, originating from Spotify Studios and The Ringer. Spotify will gradually add more podcasts from other studios and genres.
This move is part of Spotify’s increasing focus on video podcasts. For example, the platform previously introduced tools enabling anyone to publish their shows as videos. Over the past year, Spotify has also introduced incentives allowing podcasters to get paid for popular videos, and launched a partner programme to help them monetise their video content – a direct challenge to YouTube.
Furthermore, Spotify has recently rolled out various social features that allow creators to engage their audience: polls, Q&As, comment functions, and more.
Spotify previously made considerable investments in podcasts by acquiring studios such as Parcast, The Ringer and Gimlet Media, and signing deals with big names like Joe Rogan and Alex Cooper – although many of those exclusivity deals have now ended. These investments did not yield sufficient profit, which is why Spotify is now focusing on video, which, according to the company, is especially popular among Generation Z.
In the second quarter of 2025, Spotify reported that the platform hosted more than 430,000 video podcasts, and that video consumption has grown 20 times faster than audio-only usage since 2024.
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