Spotify partners with Netflix for video podcast distribution deal

6 months ago 62

Spotify is bringing its video podcasts to Netflix starting adjacent year, the institution announced connected Tuesday. Amid the company’s propulsion to further grow its video contented enactment and boost its ads business, Spotify has announced a concern with Netflix that volition showcase prime video podcasts connected the fashionable streaming service.

At launch, the Netflix-Spotify concern volition bring a curated enactment of sports, culture, lifestyle, and existent transgression podcasts from Spotify Studios and The Ringer to Netflix. Over time, the woody volition spot Spotify adding adjacent much podcasts from different studios and genres, Spotify said.

The determination follows Spotify’s accrued absorption connected video podcasts, opening with the motorboat of tools that made it imaginable for anyone to publish their shows arsenic videos. Over the past year, the institution has added incentives that paid podcaster hosts for their fashionable videos and launched a Partner Program truthful hosts could monetize their video content, successful a situation to YouTube.

Spotify has besides precocious rolled retired a fig of societal tools that fto hosts prosecute their audiences, including polls, Q&As, comments, and more.

Spotify’s involvement successful streaming video comes aft a large displacement successful its podcast strategy backmost successful 2023, which included layoffs, including that of main contented and concern serviceman Dawn Ostroff, who had led its podcast initiatives. During Ostroff’s clip astatine the service, Spotify had invested billions successful podcasts, buying studios similar Parcast, The Ringer, and Gimlet Media, and signing exclusive podcast deals with large names similar Joe Rogan and Alex Cooper, which person since expired.

However, Spotify’s investments failed to crook into important profits, necessitating a caller strategy. Video, which is heavy consumed by Gen Z users successful particular, offers much opportunities for advertisement products and monetization, the institution present believes. As of Q2 2025, the institution said it present has much than 430,000 video podcasts connected its service, and video depletion is increasing 20x faster than audio-only depletion since 2024. More than 350 cardinal Spotify users person besides streamed a video connected its platform, up 65% year-over-year.

Reached for comment, Spotify declined to stock the details of its woody with Netflix, successful presumption of ad-sharing oregon monetization.

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Initially, Spotify’s video podcasts volition beryllium made disposable to users successful the U.S. starting successful aboriginal 2026. Other planetary markets volition follow.

“This concern marks a caller section for podcasting,” said Spotify VP and Head of Podcasts, Roman Wasenmüller, successful an announcement. “Together with Netflix, we’re expanding discovery, helping creators scope caller audiences and giving fans astir the satellite the accidental to acquisition the stories they emotion and uncover favorites they ne'er expected. This offers much prime to creators and unlocks a wholly caller organisation opportunity,” helium added.

Spotify’s banal declined aft its last net release successful July arsenic the company’s ad-supported revenues dropped contempt a increasing idiosyncratic and subscriber base. The institution told investors astatine the clip that it inactive believed successful its wide strategy and its quality to crook astir its programmatic advertisement business.

The pursuing Spotify shows are included successful the organisation partnership: