Netflix Podcasts Push: Why Video Audio Is the Next TV Shift
Netflix Podcasts Strategy Signals a New Era of Daytime Viewing
As reported by TechCrunch [LINK TO SOURCE], Netflix is making a calculated move into podcasts—specifically video podcasts—with ambitions that stretch far beyond audio. The streaming giant isn’t just licensing content; it’s positioning podcasts as the modern replacement for daytime TV.
This isn’t about chasing trends for novelty’s sake. Netflix’s podcasts strategy reflects a deeper shift in how audiences consume “background” entertainment—and who controls it.
Key Facts: What Netflix Is Actually Doing
Netflix has signed deals with major media players including iHeartMedia, Barstool Sports, and Spotify to secure exclusive video rights for select podcasts. Industry chatter also suggests discussions with SiriusXM.
The timing matters. YouTube reports that viewers now watch over 700 million hours of podcasts each month on TV screens, a sharp rise from the previous year. That viewing behavior—lean-back, passive, long-form—looks a lot like traditional television.
Netflix sees an opportunity to intercept that behavior before YouTube fully owns it.
Why the Netflix Podcasts Strategy Matters
The Netflix podcasts strategy isn’t about podcasts alone. It’s about defending attention.
As audiences spend less time with scheduled TV and more time with low-production, conversational content, Netflix faces a strategic threat. Video podcasts are cheaper to produce, easier to scale, and capable of driving long engagement sessions—something streaming platforms prize.
An entertainment attorney quoted by TechCrunch put it simply: as YouTube absorbs more casual viewing time, it becomes a long-term competitor to Netflix’s core business.
In other words, podcasts aren’t the product. Time spent is.
Video Podcasts Aren’t New—But the Platform Shift Is
For creators, video podcasts are nothing new. Tech networks like TWiT.tv have produced video-first podcasts for over a decade. ESPN has used talk-based programming as ambient viewing even longer.
What’s new is Netflix’s attempt to centralize that behavior inside its own ecosystem.
Some podcasters remain skeptical. Independent creators interviewed by TechCrunch noted that many listeners still prefer audio-only formats—especially for commuting, multitasking, or background listening. One podcaster summed it up bluntly: creators often pivot to video “for advertisers, not audiences.”
That tension matters. Not every podcast benefits from video, particularly:
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Scripted fiction podcasts
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Investigative or narrative journalism
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Audio-first storytelling with sound design
For these formats, Netflix’s video-first lens may feel misaligned.
Netflix vs YouTube Podcasts: A Strategic Contrast
Unlike Spotify’s earlier podcast push—which involved buying studios, ad tech, and creator tools—Netflix is moving more cautiously.
Rather than vertically integrating the entire podcast pipeline, Netflix is:
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Licensing video rights instead of acquiring studios
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Partnering with established media brands first
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Testing audience behavior before massive creator deals
This restraint may be intentional. Spotify’s aggressive spending inflated creator valuations and contributed to what many now call the “podcast bubble.” Netflix appears determined not to repeat that mistake—at least not yet.
Still, industry experts expect escalation. Big-money, nine-figure podcast deals are likely if early results show strong engagement.
What This Means for Creators and Brands
For creators, the Netflix podcasts strategy sends a mixed signal.
On one hand, it validates podcasts as premium, TV-adjacent content. On the other, it reinforces a familiar concern: when Big Tech consolidates media, power concentrates at the top.
For brands and marketers, however, the implications are clearer:
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Background viewing is monetizable again – Podcasts revive the “always-on” model once owned by daytime TV.
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Video-lite content scales faster – Lower production costs don’t mean lower engagement.
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Platform diversification matters – Betting solely on YouTube may limit future leverage.
Practical takeaway: brands investing in podcast advertising or branded shows should evaluate where their audience watches—not just listens.
The Bigger Picture: Podcasts as the New Daytime TV
The most compelling insight isn’t technological—it’s cultural.
Past generations had soap operas playing while doing chores. Millennials looped sitcom reruns. Today’s audiences default to podcasts. Netflix wants to be the platform that hosts that passive companionship.
If successful, the Netflix podcasts strategy could quietly reshape daily media habits—without flashy originals or blockbuster budgets.
Conclusion: A Quiet Bet With Big Implications
The Netflix podcasts strategy isn’t a land grab. It’s a behavioral hedge.
By targeting video podcasts, Netflix is testing whether conversational content can anchor its platform during moments when viewers aren’t actively watching—but don’t want silence either.
If that bet pays off, podcasts won’t just supplement TV. They’ll replace it.
FAQ SECTION
Q: What is Netflix’s podcasts strategy?
A: Netflix’s podcasts strategy focuses on licensing exclusive video podcast rights to increase viewing time and compete with YouTube for passive, long-form consumption on TVs.
Q: Will podcasts replace traditional daytime TV?
A: In many households, they already are. Video podcasts serve a similar “background entertainment” role with lower costs and higher flexibility.
Q: Are video podcasts better than audio-only podcasts?
A: Not always. Video works best for conversational formats, while scripted or narrative podcasts often perform better as audio-only experiences.
Q: Is Netflix competing directly with YouTube?
A: Indirectly, yes. Netflix is targeting the same living-room viewing habits that have fueled YouTube’s podcast growth.