To increase its presence in video content and advertising, Spotify is bringing its expanding library of video podcasts to Netflix.
A strategic partnership between Spotify and Netflix has been announced. This partnership will enable streaming specific video podcasts directly on the video platform.
Combining Netflix’s massive global audience and Spotify’s diverse creator network
The partnership, which goes into effect in early 2026, intends to redefine how podcasts are listened to and make money by combining the advantages of both platforms: Netflix’s enormous global audience and Spotify’s varied creator network.
The first rollout will be in the United States, followed by subsequent international markets.
A carefully chosen selection of video podcasts from Spotify Studios and The Ringer will be available on Netflix at launch. The podcasts cover topics like sports, culture, lifestyle, and true crime. Spotify intends to add more shows from independent producers and other studios to its selection in the future.
“This partnership marks a new chapter for podcasting,” said Roman Wasenmüller, Spotify’s Vice President and Head of Podcasts. “Together with Netflix, we’re expanding discovery, helping creators reach new audiences, and giving fans around the world the chance to experience the stories they love and uncover new favourites. This unlocks a completely new distribution opportunity.”
Spotify aims to reach new audiences
Spotify aims to reach new audiences who prefer visual storytelling by integrating podcasts into a popular video service, particularly younger viewers who spend the majority of their time on video platforms.
The partnership with Netflix highlights Spotify’s growing emphasis on video podcasts, a strategy that started in 2023 when the platform made it possible for any creator to release video versions of their shows. Since then, the business has launched several programs to assist podcasters in making money from their video content, such as a Partner Program and creator incentives that give high-performing shows rewards.
Spotify has implemented social engagement tools, such as polls, Q&As, and comments, as part of this strategy to promote communication between hosts and listeners. According to the platform, these features are intended to make podcasting more vibrant and community-driven, akin to the ecosystem of YouTube creators.
Spotify’s most recent action also represents a strategic shift after its costly audio-only podcast experiment. The business made significant investments in the podcast industry between 2019 and 2023, purchasing studios like Gimlet Media, Parcast, and The Ringer and securing exclusive contracts with well-known figures like Joe Rogan and Alex Cooper.
Failure of Spotify’s division to generate substantial revenue
Despite these efforts, the podcast division failed to generate substantial returns. Chief Content and Business Officer Dawn Ostroff, who had led the company’s podcast push, was among those laid off when the company restructured in 2023.
Spotify is now placing a wager that the popularity of video-based content among Gen Z audiences will create new opportunities for advertising and subscription income.
According to Spotify’s Q2 2025 report, video podcasts are one of its fastest-growing market niches. The company hosts over 430,000 video podcasts, and since 2024, the number of video podcasts has increased 20 times faster than that of audio podcasts.
Over 350 million people have used Spotify to stream a video, which is a 65 per cent increase from the previous year. The company’s increasing confidence that video could play a pivotal role in its future business model is demonstrated by these metrics.
New niche for Netflix
The partnership gives Netflix access to a new kind of content and a chance to interact with viewers in ways other than traditional TV and movie shows. Netflix could further solidify its standing as a centre for long-form entertainment, including talk shows, documentaries, and now podcasts, by hosting Spotify’s carefully chosen selection.
Despite Spotify’s refusal to reveal information regarding content monetisation or ad revenue sharing, analysts anticipate that both businesses will take advantage of the agreement to increase creator visibility and cross-platform ad opportunities.
Additionally, the partnership strengthens both platforms’ ability to compete with YouTube, which continues to be the top destination for video podcasts.
Spotify’s choice to collaborate with Netflix
Spotify’s choice to embrace video and collaborate with Netflix demonstrates how the lines separating music, podcasting, and video streaming are becoming increasingly hazy. Businesses like Spotify are rushing to provide content that can be seen as well as heard, as consumers seek more interactive and visual experiences.
The agreement gives creators access to new markets and possible sources of income. It represents a long-term shift for Spotify toward a multi-format platform that unifies visual media, podcasts, and music within a single ecosystem.