Netflix is turning up the volume on its streaming empire. In a groundbreaking deal with Spotify, the entertainment giant is bringing video podcasts to center stage, blurring the lines between what we watch and what we listen to. From gripping interviews to cinematic storytelling, this partnership signals Netflix’s bold entry into the podcast wars, and it might just redefine how we stream our favorite voices.
Spotify brings The Ringer’s biggest video podcasts to Netflix in landmark deal
Spotify is expanding its footprint once again — this time through a landmark partnership with Netflix. Starting in early 2026, U.S. users will gain access to a curated lineup of video podcasts from The Ringer, Spotify’s media network acquired in 2020. The slate will span sports, culture, and true crime, aiming to both enrich Netflix’s content offerings and attract new audiences through The Ringer’s popular shows. Global expansion plans are already underway, with additional regions expected to follow.
“This partnership marks a new chapter for podcasting,” Spotify’s Head of Podcasts Roman Wasenmüller said in a statement. “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.”
Lauren Smith, Netflix’s vice president of content licensing and programming strategy, added that the partnership “adds fresh voices and new perspectives to Netflix.”
The first wave of shows will include The Bill Simmons Podcast, where sports meets pop culture through candid commentary and interviews; The Rewatchables, a fan-favorite podcast dissecting classic films; and Serial Killers, a chilling deep dive into the minds and crimes of infamous murderers. More titles are expected to arrive following the initial rollout. Spotify described the deal as part of its ongoing mission to evolve into a multimedia powerhouse, with future projects aimed at “bringing similar opportunities to a wider range of creators.”
The rise of video podcasts
The backdrop for the significant partnership between Netflix and Spotify is the undeniable fact that podcasts are capturing increasingly massive audiences, with the video format leading the charge. Media companies across the board have identified the video podcast as the next major growth area, particularly as this medium has seen an explosion in popularity on platforms like Google’s YouTube, which is steadily claiming a larger piece of the overall viewership pie. This shift has prompted both legacy media outlets and streaming platforms to fully embrace the trend.
The surging interest in podcast content was a notable theme at this year’s Upfront advertising presentations, where companies, including Amazon’s Prime Video, highlighted the recent triumphs of creators. Netflix itself has been signaling this evolution for some time. On an April earnings call, co-CEO Ted Sarandos commented on the company’s broad content strategy, stating that they are “constantly looking at all different types of content.” Sarandos specifically noted the growing ambiguity between traditional podcasts and talk shows, adding, “We want to work with kind of great creators across all kinds of media that consumers love. Podcasts … have become a lot more video-forward.”
Source: CNBC