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

Netflix is accelerating its expansion into the video podcast sector through extensive acquisition of exclusive content, aiming to directly challenge YouTube's leading position in this fast-growing market. This series of moves not only reveals a new battleground for streaming giants but also reflects the definite industry trend of podcasts shifting from "audio-first" to "video-first".

According to sources, Netflix is in negotiations with iHeartMedia Inc., seeking exclusive rights to the company's video podcast content. The core of the negotiations is exclusivity—if a deal is reached, the full video versions of these shows will be removed from YouTube. iHeartMedia owns a batch of popular podcasts such as "The Breakfast Club" and "Las Culturistas".

This news had an immediate impact on the market. As a media giant operating over 860 radio stations in 160 markets, iHeartMedia's stock price surged almost twofold in after-hours trading, reaching a high of $5.49, highlighting investors' strong 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, acquiring exclusive video rights to some shows such as "The Bill Simmons Podcast". Under the agreement, these shows will be removed from YouTube starting in 2026, but the audio versions will remain on the Spotify platform. This sequence of moves clearly demonstrates that Netflix regards video podcasts as an important supplement to its content ecosystem.

Targeting YouTube, Netflix Speeds Up Its Expansion

Streaming platforms now view video podcasts as a new tool to challenge YouTube’s dominance. Statistics show that currently over 1 billion users watch podcasts on YouTube monthly, making it the de facto largest podcast platform. To compete, streaming services like Netflix and Fox Corp.’s Tubi are actively introducing podcast content.

Netflix’s strategy is particularly aggressive, with its negotiations with Spotify and iHeartMedia focused on exclusivity, aiming to directly weaken YouTube’s content library. Notably, even competitors like Spotify are willing to cooperate with Netflix to seek broader monetization channels for their content. However, there are still reservations in these collaborations. For example, one of Spotify’s most popular shows, "The Joe Rogan Experience", will continue to stay on YouTube and will not be added to Netflix. Similarly, sources say that even if a deal is reached with Netflix, iHeartMedia may not offer all its podcasts.

The Wave of Videoization Sparks a Platform “Content War”

Behind Netflix's entry is the broader trend of the podcast industry shifting towards video. According to Edison Research, about 77% of new podcast listeners said they would watch video podcasts, proving the strong attraction of visual content for new users. Media once centered on audio is now turning into a video-first track.

Other industry players are moving in step. Just last week, Ashley Flowers, host of the popular podcast "Crime Junkie", agreed to bring her company Audiochuck’s shows to streaming service Tubi and set up a dedicated content channel. This indicates that from leading podcast creators to streaming platforms, the entire industry chain is embracing the wave of videoization, and the “content war” between platforms is becoming increasingly intense.

Short-Term Ad Revenue vs. Long-Term Brand Value Under Exclusive Deals

For podcast creators, signing exclusive agreements with platforms like Netflix is a game of opportunity and risk. The main 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 hit".

However, the flip side is huge potential rewards. Partnering with Netflix not only opens doors to a whole new, vast subscriber base, but also confers the prestige of backing from a leading global entertainment company. This is important for brand building and long-term development of podcast shows. Therefore, podcast creators must weigh short-term ad income against long-term brand value and new audience growth; this exclusive content game has just begun.

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