In our previous article, we explored how Netflix is showing growing interest in the podcasting space. That interest now appears more intentional, as the company signals a deeper move into video podcasts. This strategy positions Netflix to compete more directly with YouTube, not only for viewer attention but also for creator loyalty.
On the company’s Q1 earnings call, co-CEO Ted Sarandos made it clear that video podcasts could be the next frontier for Netflix as it pushes further into creator-led content. “As the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix,” Sarandos said, blurring the lines between talk shows and traditional podcast formats.
While Netflix already produces companion podcasts tied to its IP, such as recap series and talent interviews, this potential shift signals a deeper investment in standalone, video-first podcast content. His comments confirmed recent Business Insider reporting that Netflix is actively exploring deals with video podcasters. This marks a more direct entry into the podcasting format itself, beyond promotional tie-ins.
The move aligns with broader industry trends as streaming platforms look to blend digital-first formats with traditional TV while keeping content costs manageable. Max Cutler of PAVE Studios notes that the next wave of major podcast investment will likely come from streamers rather than traditional audio platforms. With YouTube proving that podcasts work well on TV screens, Netflix’s expansion into this space reflects the ongoing blurring of boundaries between streaming, digital, and broadcast media.
This is less about entering the audio game and more about challenging YouTube, which continues to dominate TV screen time. According to Nielsen, YouTube captured 12% of TV watch time in March, extending its lead over Netflix, which came in at 7.9%. That kind of stat is not lost on Netflix leadership, especially as they try to position their platform as the “best place for premium content, as defined by fans.”
Sarandos pointed to recent pickups like Ms. Rachel and comedian Tony Hinchcliffe’s Kill Tony specials as examples of creator content Netflix sees as aligning with its brand. He also emphasized the platform’s ability to “de-risk” more ambitious projects through upfront monetization. It is a clear signal that Netflix sees itself as a safer, more lucrative alternative to the ad-driven, algorithmic nature of platforms like YouTube.
Still, there is a reality check here. For rising or underserved creators, a Netflix deal could be transformative. But for top-tier video podcasters or YouTubers running successful, multi-platform businesses, the trade-offs, especially around control and distribution, might not be worth it.
Netflix is not just courting filmmakers and showrunners now. It is looking everywhere, from Hollywood to YouTube, for the next wave of storytellers.
