Spotify Partners with Netflix for Video Podcast Distribution Deal | TechCrunch

Spotify will bring its video podcasts to Netflix from next year, the company announced on Tuesday. Amid the company’s efforts to further expand its video content offering and boost its advertising business, Spotify has announced a partnership with Netflix that will present select video podcasts on the popular streaming service.

At launch, the Netflix-Spotify partnership will bring a curated selection of sports, culture, lifestyle and true crime podcasts from Spotify Studios and The Ringer to Netflix. Over time, the deal will see Spotify add even more podcasts from other studios and genres, Spotify said.

The move follows Spotify’s increased focus on video podcasts, starting with the launch of tools that allow anyone to publish their shows as videos. Over the past year, the company added incentives that paid podcaster hosts for their popular videos and launched an affiliate program so hosts could monetize their video content, in a challenge to YouTube.

Spotify also recently introduced a number of social tools to help hosts engage their audiences, including polls, Q&As, comments and more.

Spotify’s interest in streaming video comes after a major shift in its podcast strategy in 2023, including layoffs. including that of Chief Content and Business Officer Dawn Ostroff, who led the podcast initiatives. During Ostroff’s time at the service, Spotify had invested billions in podcasts, buying studios like Parcast, The Ringer and Gimlet Media and signing exclusive podcast deals with big names like Joe Rogan and Alex Cooper, which have since expired.

However, Spotify’s investments did not yield substantial profits, necessitating a new strategy. Video, which is particularly consumed by Gen Z users, offers more opportunities for advertising products and monetization, the company now believes. From Q2 2025The company said it now has more than 430,000 video podcasts in its service, and that video consumption has been growing 20x faster than audio-only consumption since 2024. More than 350 million Spotify users have also streamed a video on its platform, up 65% year-on-year.

Reached for comment, Spotify declined to share details of the deal with Netflix, in terms of ad sharing or monetization.

Initially, Spotify’s video podcasts will be available to users in the US from early 2026. Other global markets will follow.

“This partnership marks a new chapter for podcasting,” Spotify VP and Head of Podcasts Roman Wasenmüller said in an announcement. “Together with Netflix, we’re expanding discovery capabilities, helping creators reach new audiences and giving fans around the world the chance to experience the stories they love and discover favorites they never expected. This offers more choice for creators and unlocks a whole new distribution opportunity,” he added.

Spotify shares fell afterward last revenue release in July when the company’s ad-supported revenue fell despite a growing user and subscriber base. The company told investors at the time that it still believed in its overall strategy and its ability to turn around its programmatic advertising business.

The following Spotify shows are included in the distribution partnership:

• The Bill Simmons Podcast
• The Zach Lowe Show
• The McShay Show
• Fairway rolls
• The mismatch
• The Ringer F1 Show
• The Ringer Fantasy Football Show
• The Ringer NFL Show
• The Ringer NBA Show
• The Rewatchables
• The big picture
• The Dave Chang Show
• The Recipe Club
• Dissect
• Conspiracy theories
• Serial killers