Netflix is getting into podcasts, but not by launching its own studio or app. Instead, it’s licensing video podcasts from Spotify.
The two companies have struck a global distribution deal that brings a curated slate of Spotify Originals, mostly from The Ringer, to Netflix’s streaming platform starting in early 2026. Titles include The Bill Simmons Podcast, The Rewatchables, and Serial Killers, with more to come as the partnership expands.
It’s an unexpected move, but it makes sense for both sides. Netflix gets a batch of proven IP, audience overlap, and video content that doesn’t require massive production budgets. Spotify gets access to Netflix’s global distribution engine and a new home for its growing catalog of video podcasts.
This isn’t just about content. It’s a strategic bet on how podcasting continues to evolve. Video-first podcasts are gaining serious traction, driven by platforms like YouTube. According to Cumulus Media, 72% of podcast listeners now say they prefer shows with video. Spotify has already leaned into this trend. Now Netflix is following suit.
Ted Sarandos all but telegraphed this back in April during Netflix’s Q1 earnings call. “The lines between podcast and talk shows are getting pretty blurry,” he said. “Podcasts have become a lot more video-forward.”
And that’s really the takeaway here. This is less about podcasts and more about Netflix expanding what “content” means on its platform. The company isn’t trying to own the podcast ecosystem. It’s selectively licensing content that fits its lean-back, talk-centric programming, from sports banter to true crime.
This also gives The Ringer’s deep bench of shows a broader runway. Many of its podcasts already have cult followings, and now they’ll be discoverable by Netflix’s massive global audience. Spotify’s Roman Wasenmüller framed it as a “new chapter for podcasting.” That might be a stretch, but it’s definitely a new chapter for distribution, and one that could become a bigger revenue stream down the line.
Whether this is a one-off experiment or the start of something more ambitious will depend on how users respond. But Netflix seems to be playing the long game here, dipping into audio-adjacent content without getting tangled in the traditional podcast market.
