Spotify Technology S.A. (SPOT.US) is collaborating with Netflix (NFLX.US) to bring select popular video podcasts from its platform to the streaming giant's service, aiming to reach a larger user base. The two companies announced on Tuesday that specific podcast series from The Ringer and Spotify Studios—including "The Bill Simmons Podcast"—will be available simultaneously on both platforms. The partnership will initially launch in the U.S. market next year before gradually expanding to additional regions.
Currently, Simmons uploads complete video podcasts to both Spotify and YouTube. However, once the Netflix partnership takes effect, YouTube will only feature selected clips rather than full content. Other podcast shows set to debut on Netflix include "The Zach Lowe Show," "The Rewatchables," "Conspiracy Theories," and "The Big Picture." Audio versions of these programs will continue to be updated across various podcast platforms.
Lauren Smith, Netflix's Vice President of Content Licensing and Strategy, stated: "From pop culture and lifestyle to true crime and sports, this carefully curated collection of video podcasts will bring fresh voices and perspectives to Netflix."
Podcasting originally began as an audio-only medium but has increasingly shifted toward video formats—both to reach broader audiences and to leverage the powerful algorithmic advantages of platforms like TikTok, YouTube, and Instagram. Today, over one billion people watch podcast content on YouTube monthly. According to Edison Research data, approximately 77% of new podcast listeners actively seek out video podcasts.
Netflix co-CEO Ted Sarandos, who also serves on Spotify's board of directors, has previously indicated that video podcasts could eventually find a place on the Netflix platform. Netflix has already tested the waters by featuring two episodes of "Kill Tony"—a podcast hosted by comedian Tony Hinchcliffe that follows a weekly open mic night format.
As a pioneer in music streaming and an early driver in the podcasting industry, Spotify has consistently worked to establish its platform as a significant destination for video content. The Swedish company has converted most of its internally produced shows to video format and launched creator programs encouraging YouTube content creators and other producers to upload content to its platform.
During the company's second-quarter earnings call, co-founder and CEO Daniel Ek revealed that Spotify currently hosts over 430,000 video podcasts, with more than 350 million users having watched video podcast content.
It's worth noting that video podcasts on Spotify will retain advertisements consistent with their current format, while Netflix will offer ad-free versions for subscribers to its ad-free plans.