Netflix and Spotify announce video podcast distribution partnership

On October 14, 2025, Netflix and Spotify announced a distribution partnership that will bring video versions of select podcasts from Spotify Studios and The Ringer to Netflix's streaming platform. The arrangement covers sports, culture, lifestyle, and true crime content, with availability scheduled for early 2026 in the United States, followed by international markets.

The deal encompasses 17 distinct podcast properties spanning multiple content verticals. Sports programming includes The Bill Simmons Podcast, The Zach Lowe Show, The McShay Show, Fairway Rollin', The Mismatch, The Ringer F1 Show, The Ringer Fantasy Football Show, The Ringer NFL Show, and The Ringer NBA Show. Culture and lifestyle offerings feature The Rewatchables, The Big Picture, The Dave Chang Show, Recipe Club, and Dissect. True crime content includes Conspiracy Theories and Serial Killers.

Lauren Smith, Netflix VP of Content Licensing and Programming Strategy, characterized the partnership as an expansion of the platform's entertainment offerings. "As video podcasts continue to grow in popularity, our partnership with Spotify allows us to bring full video versions of these top shows to both Netflix and Spotify audiences," Smith said. The arrangement positions video podcasts alongside Netflix's existing programming across categories from pop culture and lifestyle to true crime and sports.

Roman Wasenmüller, VP and Head of Podcasts at Spotify, framed the collaboration as a new distribution model for podcast creators. "This partnership marks a new chapter for podcasting," Wasenmüller said. "Together with Netflix, we're expanding discovery, helping creators reach new audiences, and giving fans around the world the chance to experience the stories they love and uncover favorites they never expected. This offers more choice to creators and unlocks a completely new distribution opportunity."

The partnership does not include The Joe Rogan Experience, which remains Spotify's most-listened-to podcast globally. Financial terms of the distribution arrangement were not disclosed by either company.

The announcement represents a shift in how major streaming platforms approach podcast content distribution. Video podcasts have emerged as a significant format, with Spotify reporting substantial growth in this area throughout 2025. Spotify's video podcast revenue jumped 300% in January 2025 following the launch of the Partner Program, which introduced dual revenue streams combining audience-driven payouts with advertising monetization.

Netflix operates with 280 million subscribers across global markets, while Spotify serves more than 640 million users, including over 250 million premium subscribers. The combined reach provides creators with access to two distinct audience bases through different consumption contexts. Spotify users primarily engage with audio and video podcast content, while Netflix subscribers typically access entertainment programming across films, series, and documentaries.

The distribution model maintains creator control while expanding platform availability. Video podcasts will appear on both Spotify and Netflix simultaneously, rather than following an exclusive arrangement. This approach contrasts with some podcast distribution deals that limit content to single platforms.

Spotify launched its Partner Program on January 2, 2025, introducing monetization mechanisms for podcast creators across four markets: the United States, United Kingdom, Canada, and Australia. The program combines audience-driven payouts from Premium video engagement with advertising revenue from Free users. More than 65% of eligible shows and networks enrolled within seven weeks of the announcement.

The Netflix partnership builds on Spotify's expanding distribution strategy for podcast content. Emirates Airlines integrated Spotify podcasts into its ice inflight entertainment system on November 6, 2024, providing passengers access to more than 140 episodes across business, sports, and true crime genres. United Airlines followed with a similar partnership announced June 8, 2025, offering more than 450 hours of Spotify-curated content across 130,000 seatback screens.

Platform data indicates significant creator interest in video podcast formats. Video podcast consumption on Spotify increased by more than 20% following the Partner Program launch in January 2025. The highest-earning creators through the program achieved six-figure monthly incomes during the first month of operation, with hundreds of creators surpassing $10,000 in monthly revenue.

The Ringer operates as a Spotify-owned media company focused on sports and pop culture content. Bill Simmons founded the organization in 2016 before Spotify acquired it in February 2020 for approximately $196 million. The company produces multiple podcast properties across sports leagues including the NFL, NBA, MLB, and F1 racing.

Industry data shows podcast listening continues to expand in the United States. Edison Research reported that 47% of Americans aged 12 and older listened to a podcast in the last month as of their 2024 Infinite Dial report, representing approximately 135 million monthly listeners. Weekly podcast listeners reached 34% of the U.S. population aged 12 and older, marking a 10% year-over-year increase.

Spotify has implemented multiple technological enhancements to support video podcast distribution throughout 2025. The company expanded automated podcast buying to 170 million listeners across 12 markets on July 11, 2025, providing advertisers with direct access to premium podcast ad inventory through Spotify Ads Manager and Spotify Ad Exchange. The Ad Exchange operates through demand-side platforms including The Trade Desk and Google Display & Video 360.

Spotify announced the Ad Exchange on April 3, 2025, introducing programmatic advertising capabilities alongside generative AI technology for audio ad creation. The platform reported a 64% increase in programmatic adoption following the Ad Exchange launch.

The partnership addresses content discovery challenges in streaming environments. Netflix's platform serves as a distribution channel for licensed content and original programming, while Spotify specializes in audio and video content delivery through music, podcasts, and audiobooks. The combination provides podcast creators with access to audiences across different media consumption patterns.

Platform data from Spotify indicates diverse podcast consumption patterns. Sports content attracts significant listener engagement, while true crime remains a consistently popular category across demographic segments. Pop culture and lifestyle programming demonstrates strong performance among younger audiences.

The distribution timeline indicates strategic planning around content availability. Early 2026 launch in the United States allows both platforms to prepare technical infrastructure and content delivery systems. International rollout follows U.S. availability, though specific market timelines were not disclosed.

Creator testimonials from previous Spotify initiatives indicate positive reception to expanded distribution opportunities. Jim Harold, host of The Paranormal Podcast, cited video format capabilities as a key factor in platform participation. The Makeshift Podcast co-host Zach Misischia emphasized monetization without listener experience interruption.

The announcement occurs during a period of significant investment in video podcast infrastructure across the streaming industry. Platforms are developing capabilities to support video delivery alongside traditional audio formats, creating new opportunities for creators and advertisers.

Netflix's content strategy has evolved to include diverse programming beyond scripted series and films. The platform has expanded into reality programming, documentaries, stand-up comedy, and live events. Video podcasts represent another category within the broader entertainment portfolio.

Spotify's evolution from music streaming to comprehensive audio platform includes podcasts, audiobooks, and video content. The company has invested substantially in podcast infrastructure, acquiring multiple podcast production companies and technology platforms since 2019. These acquisitions include Megaphone, a podcast advertising and publishing platform purchased for $235 million in December 2020.

The partnership structure suggests both platforms view video podcasts as complementary to existing content rather than competitive with core offerings. Netflix maintains its position as a general entertainment platform while adding niche content appealing to specific audience segments. Spotify continues serving as the primary platform for regular podcast listeners while extending reach to Netflix's broader audience.

Market dynamics in streaming platforms continue to shift as companies seek differentiation through content variety and platform features. The Netflix-Spotify partnership demonstrates how platforms can collaborate on content distribution while maintaining separate business models and audience relationships.

Timeline

• February 2020: Spotify acquires The Ringer for approximately $196 million
• December 2020: Spotify acquires Megaphone for $235 million
• November 6, 2024: Emirates and Spotify launch partnership for inflight entertainment
• January 2, 2025: Spotify launches Partner Program with dual revenue model
• February 13, 2025: Spotify reports 300% growth in video podcast revenue after Partner Program launch
• April 3, 2025: Spotify launches Ad Exchange and AI-powered creative tools
• June 8, 2025: Spotify announces United Airlines partnership for seatback entertainment
• July 11, 2025: Spotify expands automated podcast buying to 170 million listeners across 12 markets
• October 14, 2025: Netflix and Spotify announce video podcast distribution partnership
• Early 2026: Video podcasts scheduled to launch on Netflix in the United States
• 2026 and beyond: International rollout of video podcasts on Netflix

Summary

Who: Netflix and Spotify announced a distribution partnership involving Spotify Studios and The Ringer podcast properties. Lauren Smith serves as Netflix VP of Content Licensing and Programming Strategy, while Roman Wasenmüller holds the position of VP and Head of Podcasts at Spotify.

What: The partnership brings video versions of 17 podcasts to Netflix's platform alongside Spotify. Content spans sports (9 shows), culture/lifestyle (5 shows), and true crime (2 shows). The arrangement maintains simultaneous availability on both platforms rather than exclusivity. Video podcasts will appear as full episodes on Netflix, complementing the platform's existing entertainment programming.

When: The companies announced the partnership on October 14, 2025. Video podcasts will become available on Netflix in early 2026, starting with the United States market. International rollout will follow the U.S. launch, though specific timelines for other markets were not disclosed.

Where: Initial availability will be limited to the United States in early 2026. The partnership subsequently expands to international markets, leveraging Netflix's presence across 190 countries and Spotify's availability in more than 180 markets. Content will be accessible on both Spotify and Netflix platforms simultaneously.

Why: The partnership addresses several strategic objectives for both companies. Netflix expands its content library with video podcasts across multiple genres without production costs. Spotify extends creator reach beyond its platform, providing new distribution opportunities. The arrangement capitalizes on growing video podcast consumption, which increased more than 20% on Spotify following the January 2025 Partner Program launch. Both platforms gain complementary audience access, with Netflix's 280 million subscribers representing different consumption patterns than Spotify's 640 million users. The deal demonstrates how streaming platforms can collaborate on content distribution while maintaining separate business models and competitive positions in their core markets.