Netflix Doubles Down on Podcasts Challenging YouTube’s Dominance

Streaming giant Netflix is ramping up its push into video podcasts, announcing a series of partnerships aimed at stealing market share from YouTube’s massive audience.

The latest moves include adding select Spotify video podcasts—like sports, culture, and true-crime titles from Spotify Studios and The Ringer—starting in early 2026 in the U.S., with global expansion planned.

Netflix has secured an exclusive deal for over 15 iHeartPodcasts, bringing new episodes and library content to the platform. Kicking off this week, The Pete Davidson Show launches exclusively on Netflix January 30, with weekly episodes, signaling more original programming ahead.

These steps form part of Netflix’s broader strategy to mimic YouTube, which boasts 2.5 billion monthly active users compared to Netflix’s 300 million subscribers.

YouTube now surpasses Netflix in TV viewing time, prompting the streamer to diversify with cheaper, personality-driven content, live sports like Christmas football, and creator signings such as kids’ educator Ms. Rachel.

Yet, podcast consultant George Witt argues Netflix’s approach has flaws. “They treat podcasting as a genre, not an industry,” he said, criticizing the platform’s “gated community” model that isolates podcasts rather than embedding them in genre rows—like placing a sci-fi film podcast alongside Alien movies or a rom-com analysis show (Love Factually) in the rom-com section.

Witt also notes that many video podcasts are consumed as audio—minimized on screens while users multitask—questioning the appeal of firing up a TV for them.

Finally, he faults the focus on celebrity-driven shows from big networks, which capture less than 1% of listens, ignoring niche hits like Beef with Bridget Todd on historic rivalries or The Secret Life Of Songs.

While competitors like Disney+ tie companion podcasts to hits such as Only Murders in the Building, Netflix leads in innovation.

Services like HBO Max (with Game of Thrones fan pods) and Paramount+ (Star Trek coverage) have yet to follow suit. Analysts see this as Netflix fortifying against YouTube, much like its streaming pivot crushed Blockbuster.