Netflix and Spotify announce video podcast distribution partnership

On October 14, 2025, Netflix and Spotify introduced a distribution partnership that may deliver video variations of choose podcasts from Spotify Studios and The Ringer to Netflix’s streaming platform. The association covers sports activities, tradition, way of life, and true crime content material, with availability scheduled for early 2026 in the US, adopted by worldwide markets.

The deal encompasses 17 distinct podcast properties spanning a number of content material verticals. Sports activities programming consists of The Invoice Simmons Podcast, The Zach Lowe Present, The McShay Present, Fairway Rollin’, The Mismatch, The Ringer F1 Present, The Ringer Fantasy Soccer Present, The Ringer NFL Present, and The Ringer NBA Present. Tradition and way of life choices function The Rewatchables, The Large Image, The Dave Chang Present, Recipe Membership, and Dissect. True crime content material consists of Conspiracy Theories and Serial Killers.

Lauren Smith, Netflix VP of Content material Licensing and Programming Technique, characterised the partnership as an growth of the platform’s leisure choices. “As video podcasts proceed to develop in reputation, our partnership with Spotify permits us to deliver full video variations of those high exhibits to each Netflix and Spotify audiences,” Smith stated. The association positions video podcasts alongside Netflix’s current programming throughout classes from popular culture and way of life to true crime and sports activities.

Roman Wasenmüller, VP and Head of Podcasts at Spotify, framed the collaboration as a brand new distribution mannequin for podcast creators. “This partnership marks a brand new chapter for podcasting,” Wasenmüller stated. “Along with Netflix, we’re increasing discovery, serving to creators attain new audiences, and giving followers all over the world the prospect to expertise the tales they love and uncover favorites they by no means anticipated. This presents extra option to creators and unlocks a very new distribution alternative.”

The partnership doesn’t embody The Joe Rogan Expertise, which stays Spotify’s most-listened-to podcast globally. Monetary phrases of the distribution association weren’t disclosed by both firm.

The announcement represents a shift in how main streaming platforms method podcast content material distribution. Video podcasts have emerged as a big format, with Spotify reporting substantial development on this space all through 2025. Spotify’s video podcast revenue jumped 300% in January 2025 following the launch of the Associate Program, which launched twin income streams combining audience-driven payouts with promoting monetization.

Netflix operates with 280 million subscribers throughout international markets, whereas Spotify serves greater than 640 million customers, together with over 250 million premium subscribers. The mixed attain gives creators with entry to 2 distinct viewers bases by completely different consumption contexts. Spotify customers primarily interact with audio and video podcast content material, whereas Netflix subscribers sometimes entry leisure programming throughout movies, collection, and documentaries.

The distribution mannequin maintains creator management whereas increasing platform availability. Video podcasts will seem on each Spotify and Netflix concurrently, somewhat than following an unique association. This method contrasts with some podcast distribution offers that restrict content material to single platforms.

Spotify launched its Partner Program on January 2, 2025, introducing monetization mechanisms for podcast creators throughout 4 markets: the US, United Kingdom, Canada, and Australia. This system combines audience-driven payouts from Premium video engagement with promoting income from Free customers. Greater than 65% of eligible exhibits and networks enrolled inside seven weeks of the announcement.

The Netflix partnership builds on Spotify’s increasing distribution technique for podcast content material. Emirates Airlines integrated Spotify podcasts into its ice inflight leisure system on November 6, 2024, offering passengers entry to greater than 140 episodes throughout enterprise, sports activities, and true crime genres. United Airlines followed with a similar partnership introduced June 8, 2025, providing greater than 450 hours of Spotify-curated content material throughout 130,000 seatback screens.

Platform knowledge signifies important creator curiosity in video podcast codecs. Video podcast consumption on Spotify elevated by greater than 20% following the Associate Program launch in January 2025. The best-earning creators by this system achieved six-figure month-to-month incomes in the course of the first month of operation, with lots of of creators surpassing $10,000 in month-to-month income.

The Ringer operates as a Spotify-owned media firm centered on sports activities and popular culture content material. Invoice Simmons based the group in 2016 earlier than Spotify acquired it in February 2020 for about $196 million. The corporate produces a number of podcast properties throughout sports activities leagues together with the NFL, NBA, MLB, and F1 racing.

Business knowledge exhibits podcast listening continues to increase in the US. Edison Analysis reported that 47% of Individuals aged 12 and older listened to a podcast within the final month as of their 2024 Infinite Dial report, representing roughly 135 million month-to-month listeners. Weekly podcast listeners reached 34% of the U.S. inhabitants aged 12 and older, marking a ten% year-over-year enhance.

Spotify has applied a number of technological enhancements to assist video podcast distribution all through 2025. The company expanded automated podcast buying to 170 million listeners throughout 12 markets on July 11, 2025, offering advertisers with direct entry to premium podcast advert stock by Spotify Advertisements Supervisor and Spotify Advert Trade. The Advert Trade operates by demand-side platforms together with The Commerce Desk and Google Show & Video 360.

Spotify announced the Ad Exchange on April 3, 2025, introducing programmatic promoting capabilities alongside generative AI expertise for audio advert creation. The platform reported a 64% enhance in programmatic adoption following the Advert Trade launch.

The partnership addresses content material discovery challenges in streaming environments. Netflix’s platform serves as a distribution channel for licensed content material and unique programming, whereas Spotify makes a speciality of audio and video content material supply by music, podcasts, and audiobooks. The mix gives podcast creators with entry to audiences throughout completely different media consumption patterns.

Platform knowledge from Spotify signifies various podcast consumption patterns. Sports activities content material attracts important listener engagement, whereas true crime stays a constantly well-liked class throughout demographic segments. Popular culture and way of life programming demonstrates sturdy efficiency amongst youthful audiences.

The distribution timeline signifies strategic planning round content material availability. Early 2026 launch in the US permits each platforms to arrange technical infrastructure and content material supply techniques. Worldwide rollout follows U.S. availability, although particular market timelines weren’t disclosed.

Creator testimonials from earlier Spotify initiatives point out constructive reception to expanded distribution alternatives. Jim Harold, host of The Paranormal Podcast, cited video format capabilities as a key think about platform participation. The Makeshift Podcast co-host Zach Misischia emphasised monetization with out listener expertise interruption.

The announcement happens throughout a interval of great funding in video podcast infrastructure throughout the streaming business. Platforms are growing capabilities to assist video supply alongside conventional audio codecs, creating new alternatives for creators and advertisers.

Netflix’s content material technique has developed to incorporate various programming past scripted collection and movies. The platform has expanded into actuality programming, documentaries, stand-up comedy, and stay occasions. Video podcasts signify one other class inside the broader leisure portfolio.

Spotify’s evolution from music streaming to complete audio platform consists of podcasts, audiobooks, and video content material. The corporate has invested considerably in podcast infrastructure, buying a number of podcast manufacturing corporations and expertise platforms since 2019. These acquisitions embody Megaphone, a podcast promoting and publishing platform bought for $235 million in December 2020.

The partnership construction suggests each platforms view video podcasts as complementary to current content material somewhat than aggressive with core choices. Netflix maintains its place as a basic leisure platform whereas including area of interest content material interesting to particular viewers segments. Spotify continues serving as the first platform for normal podcast listeners whereas extending attain to Netflix’s broader viewers.

Market dynamics in streaming platforms proceed to shift as corporations search differentiation by content material selection and platform options. The Netflix-Spotify partnership demonstrates how platforms can collaborate on content material distribution whereas sustaining separate enterprise fashions and viewers relationships.

Timeline

Abstract

Who: Netflix and Spotify introduced a distribution partnership involving Spotify Studios and The Ringer podcast properties. Lauren Smith serves as Netflix VP of Content material Licensing and Programming Technique, whereas Roman Wasenmüller holds the place of VP and Head of Podcasts at Spotify.

What: The partnership brings video variations of 17 podcasts to Netflix’s platform alongside Spotify. Content material spans sports activities (9 exhibits), tradition/way of life (5 exhibits), and true crime (2 exhibits). The association maintains simultaneous availability on each platforms somewhat than exclusivity. Video podcasts will seem as full episodes on Netflix, complementing the platform’s current leisure programming.

When: The businesses introduced the partnership on October 14, 2025. Video podcasts will change into out there on Netflix in early 2026, beginning with the US market. Worldwide rollout will comply with the U.S. launch, although particular timelines for different markets weren’t disclosed.

The place: Preliminary availability will probably be restricted to the US in early 2026. The partnership subsequently expands to worldwide markets, leveraging Netflix’s presence throughout 190 international locations and Spotify’s availability in additional than 180 markets. Content material will probably be accessible on each Spotify and Netflix platforms concurrently.

Why: The partnership addresses a number of strategic targets for each corporations. Netflix expands its content material library with video podcasts throughout a number of genres with out manufacturing prices. Spotify extends creator attain past its platform, offering new distribution alternatives. The association capitalizes on rising video podcast consumption, which elevated greater than 20% on Spotify following the January 2025 Associate Program launch. Each platforms achieve complementary viewers entry, with Netflix’s 280 million subscribers representing completely different consumption patterns than Spotify’s 640 million customers. The deal demonstrates how streaming platforms can collaborate on content material distribution whereas sustaining separate enterprise fashions and aggressive positions of their core markets.