Amid the video podcast boom, Netflix is making its own move into the space.
According to Business Insider, the streaming giant’s co-CEO Ted Sarandos said video podcasts may be the next format to land on the platform. During Netflix’s first-quarter earnings call Thursday, Sarandos noted that “the lines are getting blurry” between podcasts and talk shows, adding, “as the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix.”
In 2025, audiences want to watch their podcasts. As a result, YouTube—not audio-first platforms like Spotify or Apple—has become the top destination for American podcast listeners. Data from Edison Podcast Metrics shows YouTube attracts 31% of weekly podcast listeners, compared to Spotify’s 27% and Apple’s 15%. Nearly half of podcast listeners now watch their favorite shows on Smart TVs, and in March, YouTube made up 9.7% of all TV viewing—edging out Netflix’s 8.1%.
When asked about competition from YouTube, Sarandos told The Hollywood Reporter that Netflix remains the “best place for premium content, as defined by fans.” The platform already licenses content from kids’ favorite Ms. Rachel, as well as Tony Hinchcliffe, the conservative comedian behind the podcast Kill Tony.
And Netflix is far from done. “We’re looking for the next generation of great creators, and we’re looking everywhere, not just in film schools and certainly not just in Hollywood,” Sarandos said during the call.
When it comes to helping creators scale and monetize, Sarandos says Netflix stands apart. “You know, the question that’s out there is, is it premium? Well, some of it is, and we believe we have the best monetization model on the planet for premium storytelling,” he said. “I think we could help those creators reach an audience. Our model can also support more ambitious efforts for them, could help derisk them, unlike the kind of typical [user generated content] models.”
With Netflix becoming YouTube, Instagram turning into TikTok, and X becoming… whatever X is now, no one wants to stay in their lane anymore.
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