Spotify partners with Netflix for video podcast distribution deal

Spotify is bringing its video podcasts to Netflix starting next year, the company announced on Tuesday. Amid the company’s push to further expand its video content selection and boost its ads business, Spotify has announced a partnership with Netflix that will showcase select video podcasts on the popular streaming service.

At launch, the Netflix-Spotify partnership will bring a curated selection of sports, culture, lifestyle, and true crime podcasts from Spotify Studios and The Ringer to Netflix. Over time, the deal will see Spotify adding even more podcasts from other studios and genres, Spotify said.

The move follows Spotify’s increased focus on video podcasts, beginning with the launch of tools that made it possible for anyone to publish their shows as videos. Over the past year, the company has added incentives that paid podcaster hosts for their popular videos and launched a Partner Program so hosts could monetize their video content, in a challenge to YouTube.

Spotify has also recently rolled out a number of social tools that let hosts engage their audiences, including polls, Q&As, comments, and more.

Spotify’s interest in streaming video comes after a major shift in its podcast strategy back in 2023, which included layoffs, including that of chief content and business officer Dawn Ostroff, who had led its podcast initiatives. During Ostroff’s time at the service, Spotify had invested billions in podcasts, buying studios like Parcast, The Ringer, and Gimlet Media, and signing exclusive podcast deals with big names like Joe Rogan and Alex Cooper, which have since expired.

However, Spotify’s investments failed to turn into substantial profits, necessitating a new strategy. Video, which is heavily consumed by Gen Z users in particular, offers more opportunities for ad products and monetization, the company now believes. As of Q2 2025, the company said it now has more than 430,000 video podcasts on its service, and video consumption is growing 20x faster than audio-only consumption since 2024. More than 350 million Spotify users have also streamed a video on its platform, up 65% year-over-year.

Reached for comment, Spotify declined to share the details of its deal with Netflix, in terms of ad-sharing or monetization.

Initially, Spotify’s video podcasts will be made available to users in the U.S. starting in early 2026. Other global markets will follow.

“This partnership marks a new chapter for podcasting,” said Spotify VP and Head of Podcasts, Roman Wasenmüller, in an announcement. “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,” he added.

Spotify’s stock declined after its last earnings release in July as the company’s ad-supported revenues dropped despite a growing user and subscriber base. The company told investors at the time that it still believed in its overall strategy and its ability to turn around its programmatic ad business.

The following Spotify shows are included in the distribution partnership:

• 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
• The Ringer NBA Show
• The Rewatchables
• The Big Picture
• The Dave Chang Show
• The Recipe Club
• Dissect
• Conspiracy Theories
• Serial Killers