Business Insider: Netflix explores video podcasting
Video podcasts could give Netflix a steady content stream, driving engagement and ad revenue
Highlights
- Netflix is reportedly considering video podcasting by signing deals with podcasters.
- The company has been discussing with talent agents about bringing podcasting to the platform.
- Netflix’s previous talk-show attempts were short-lived, raising questions about its video podcast strategy.
Netflix is reportedly considering video podcasting, per a new Business Insider report. The company is exploring deals with podcasters as it looks to capitalize on the growing video podcast trend.
Sources familiar with Netflix’s strategy told Business Insider that the company is exploring different approaches, including signing exclusive deals with well-known podcasters or simply offering existing shows without ads for paying subscribers.
This move aligns with Netflix’s recent push into creator-driven content, such as its deals with YouTube personalities like The Sidemen and Ms. Rachel. However, it also marks a shift from its previous skepticism about talk-based formats.
Why Netflix Is Interested in Video Podcasts
The video podcast market has grown significantly in recent years, with platforms like YouTube and Spotify leading the way. According to Bernstein analysts, more than 500 million people globally listen to podcasts, and over 40% of U.S. adults with internet access are podcast listeners.
YouTube has seen massive engagement with podcasts, reporting that users watched 400 million hours of podcasts on TV screens in 2024. With such strong demand, Netflix appears to see an opportunity to expand its content library with a cost-effective format.
According to Business Insider, Netflix insiders are now asking, “Is this doable? Which one would make sense for us?” The platform reports that video podcasts could provide Netflix with “an amazing volume of content at a fraction of what they pay for scripted and unscripted budgets.”
A cost-effective play for Netflix
Industry insiders suggest that video podcasts are attractive to Netflix for several reasons including Lower production costs. Unlike scripted series or traditional talk shows, podcasts require minimal production budgets.
Netflix might also be considering podcasts because of its regular release schedules. Many podcasters maintain consistent schedules, which helps retain audience engagement. It could also be a potential ad revenue. Video podcasts can add more ad inventory, especially for Netflix’s ad-supported tier.
Netflix’s interest in this space also follows its recent investments in live events and sports, such as partnerships with WWE, the NFL, and Formula 1. Adding video podcasts could complement this content expansion.
Will Netflix compete with YouTube in video podcasting?
Despite Netflix’s reported interest, sources who spoke to Business Insider don’t believe the company will seriously challenge YouTube in the video podcast space anytime soon. YouTube remains dominant in podcast watch time.
Netflix has also struggled with talk-based formats in the past, with previous attempts at talk shows failing to gain traction. However, its recent willingness to work with digital creators suggests it may be more open to new formats.
Subscribe to get 1 email each week with the top 10 digital marketing headlines www.thekeyword.co/newsletter
Join 6000+ Marketing Executives
