Netflix makes two purchases in a month, "video podcasts" are becoming increasingly popular

Netflix is accelerating its layout in the video podcast field through intensive exclusive content procurement, intending to directly challenge YouTube's leading position in this rapidly growing market. This series of actions not only reveals a new content battlefield for streaming giants but also reflects the definitive trend of the podcast industry shifting from "audio-first" to "video-first."

According to insiders, Netflix is in talks with iHeartMedia Inc. to obtain exclusive rights to the latter's video podcast content. The core of the negotiations is exclusivity—if an agreement is reached, the full video versions of these programs will be removed from YouTube. iHeartMedia owns a number of popular podcast programs, including "The Breakfast Club" and "Las Culturistas."

This news had an immediate stimulating effect on the market. As a media giant operating over 860 radio stations in 160 markets, iHeartMedia's stock price soared nearly 100% in after-hours trading, reaching a high of $5.49, highlighting investors' high recognition of the potential value of this deal.

This negotiation is not an isolated event. Just last month, Netflix reached a similar agreement with Spotify Technology SA, obtaining exclusive video rights to some programs, including "The Bill Simmons Podcast." According to the agreement, these programs will also be removed from YouTube starting in 2026, but the audio versions will remain on the Spotify platform. This series of coherent actions clearly indicates that Netflix views video podcasts as an important supplement to its content ecosystem.

Targeting YouTube, Netflix Accelerates Layout

Streaming platforms are viewing video podcasts as a new weapon to challenge YouTube's dominance. Statistics show that over 1 billion users watch podcasts on YouTube each month, making it the de facto largest podcast platform. To compete with it, streaming service providers like Netflix and Tubi, a subsidiary of Fox Corp., are actively introducing podcast content.

Netflix's strategy is particularly aggressive, with negotiations with Spotify and iHeartMedia both predicated on "exclusivity," aiming to directly weaken YouTube's content library. Notably, even competitors like Spotify are willing to collaborate with Netflix to seek broader monetization channels for their content. However, there are still reservations about cooperation; for example, one of Spotify's most popular programs, "The Joe Rogan Experience," will continue to remain on YouTube and will not enter the Netflix platform. Similarly, insiders say that even if a deal is reached with Netflix, iHeartMedia may not provide all of its podcast programs

The Video Wave Ignites the "Content Battle" on Platforms

Behind Netflix's entry is the overarching trend of the entire podcast industry shifting towards video. According to Edison Research, about 77% of new podcast listeners say they would watch video podcasts, demonstrating the powerful role of visual content in attracting new users. The medium, once centered around audio, is transforming into a video-first arena.

Other participants in the industry are also taking action simultaneously. Just last week, Ashley Flowers, the host of the popular podcast "Crime Junkie," agreed to bring her company Audiochuck's shows to the streaming service Tubi and create a dedicated content channel. This indicates that the entire industry chain, from top podcast creators to streaming platforms, is embracing the wave of video, and the "content battle" among platforms is becoming increasingly fierce.

Balancing Short-Term Advertising Revenue and Long-Term Brand Value Under Exclusive Agreements

For podcast creators, signing exclusive agreements with platforms like Netflix is a gamble that comes with both opportunities and risks. The primary source of revenue for podcasts is advertising, and YouTube is their core channel for reaching the widest audience and monetizing ads. Removing content from YouTube means potentially facing audience loss and a direct "financial blow."

However, the flip side of the coin is the enormous potential rewards. Collaborating with Netflix not only allows access to a brand new, vast subscriber base but also brings the prestige of being backed by a top global entertainment company. This is of significant value for enhancing the brand of podcast shows and for long-term development. Therefore, podcast creators must weigh short-term advertising revenue against long-term brand value and new audience growth; this game surrounding exclusive content has only just begun