Netflix is making exclusive deals with podcast studios to compete with YouTube, but podcasters have mixed feelings.

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Netflix is signing exclusive deals with podcast studios like iHeartMedia, Barstool Sports, and Spotify to gain video rights to select shows, positioning itself to compete with YouTube's growing podcast viewership (700 million hours on TVs in 2025). The move aims to capture audiences shifting from traditional TV to low-production content. Independent podcasters express skepticism, citing concerns about creating another industry bubble similar to Spotify's aggressive expansion that led to consolidation and layoffs. While some creators see value in video podcasts as background entertainment, others question whether their audio-focused audiences want video content at all.

Netflix is betting on podcasts to become the new daytime talk show