Netflix is evaluating its next major content play: podcasts. According to industry insiders who spoke with Business Insider, the streaming giant is exploring licensing or creating video podcasts, signaling a shift toward creator-driven, talk-based content.
This potential move comes as YouTube has emerged as a dominant force in podcasting, particularly on connected TVs. With audiences increasingly consuming long-form, conversational content on their televisions, Netflix appears to be reconsidering its past skepticism toward the format.
Why Netflix Wants In on Video Podcasts
Historically, Netflix has dabbled in talk-show-style programming with limited success, often centering projects around comedians. However, Business Insider reports that the company is now more open to working with podcasters who have built strong, engaged audiences.
The appeal is clear:
- Lower production costs – Compared to scripted series, talk-based podcasts require minimal investment.
- Built-in audiences – Top podcasts like Call Her Daddy and The Joe Rogan Experience have dedicated followings that translate into reliable viewership.
- Advertising potential – With Netflix expanding its ad business, video podcasts offer an easy way to increase ad inventory without major upfront costs.
According to Business Insider, Netflix has explored deals with major podcast figures, including Alex Cooper of Call Her Daddy, but ultimately lost out to SiriusXM, which signed her for a reported $125 million.
A talent agent told Business Insider that Netflix has recently been inquiring about potential hosts who could translate well to a video format, signaling a shift in the company’s strategy:
“More recently, they are exploring: Is this doable? Which one would make sense for us? They ask about specific names. It’s a way to get an amazing volume of content at a fraction of what they pay for scripted and unscripted budgets.”
Video Podcasts Are Taking Over TV Screens
Netflix isn’t the only company noticing the rise of video podcasts. Long viewed as an audio-only format, podcasts are increasingly finding their way to television screens—often replacing traditional talk shows in the process.
- YouTube dominates the space – The platform reported that users watched 400 million hours of podcasts per month in 2024, surpassing Spotify and Apple as the top podcast platform.
- Gen Z prefers video – According to Edison Research, 89% of weekly Gen-Z podcast listeners engage with podcasts that include video.
- Streaming platforms are taking notice – ESPN brought in Pat McAfee, Hulu signed Hot Ones, and HBO Max turned Smartless into a docuseries.
Josh Lindgren, head of Creative Artists Agency’s podcast department, told NBC News that podcasts are becoming the modern version of talk shows:
“Podcasting has become the most modern version of a talk show. Gone are the days where people can look at YouTube as an offshoot alternative to TV—it is TV today.”
What Netflix’s Podcast Play Could Look Like
According to Business Insider, Netflix’s podcast efforts could take multiple forms:
- Licensing existing podcasts – Netflix could acquire distribution rights to popular shows, much like it did with The Amazing Digital Circus, a hit YouTube series that landed on the platform.
- Developing originals with podcast stars – Netflix was reportedly interested in creating new shows with Alex Cooper, mirroring how HBO Max produced Smartless: On The Road.
- Exclusive podcast releases – Netflix could sign exclusivity deals, releasing podcast content on its platform first before it becomes available on YouTube or other services.
While no formal announcements have been made, sources told Business Insider that Netflix is actively considering these options as it looks to expand its content strategy.
The Take
For Netflix, video podcasts offer a way to diversify content while keeping costs low—an attractive prospect as the company scales its ad-supported tier. The move also aligns with broader industry trends, where streaming platforms increasingly blend digital-first content with traditional programming.
Max Cutler, founder of PAVE Studios, told Business Insider that the podcast industry is entering a new phase:
“If the first round of huge podcast expansion and acquisitions came from Spotify, SiriusXM, and Amazon, the next round is probably going to come from the streamers.”
With platforms like YouTube proving that podcasts can thrive on TV screens, Netflix’s potential entry into the space could be a game-changer. Whether the company licenses existing content or creates its own, its interest in podcasting is yet another sign that the lines between streaming, digital media, and traditional television continue to blur.
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